A proposal dealing with applying blockchain to a clothing business, investigating specifically which markets to target and how to spread adoption of the technology

1. CLEA(N)
Solutions
Courtney Jurd
Laura Kenney
Elly Wagner
Aleix Nadal
(N)ovel Solutions
i6124360, i6140960, i6142580, and i6141282
Tongersestraat 53
6211 LM Maastricht, Netherlands
Phone: 043 388 3768
E-Mail: CLEANovelSolutions@experts.net
Web: www.CLEANovelSolutions.experts.net
courtney.jurd3@gmail.com
lmk17852@uga.edu
ehwagner@live.unc.edu
leixnedi@gmail.com
20 December 2016
ClearChain ProposalClearChain Proposal

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TALBE OF CONTENTS
INTRODUCTION............................................................................................................................................. 1
ENTREPRENEURIAL CONTEXT ................................................................................................................ 1
OPTIMAL TARGET SEMGEMT .................................................................................................................. 3
Target Group Characteristics: Millennials
Knowledge of Relevant Social and Environmental Issues
Non-Traditional View of Consumption and Fashion Industry
Self-direction, Benevolence and Universalism
Ideal ClearChain User: Sanne Sustainability
REACHING MILLENNIALS.......................................................................................................................... 5
Integrated Marketing Communications
Social Media
Blogs
Film and Photos
Published Articles
In-Stores
All Together
INFLUENCERS TO ADVOCATES.............................................................................................................. 10
NETWORKED NARRATIVES..................................................................................................................... 11
CONCLUSION................................................................................................................................................ 11
REFERENCES ................................................................................................................................................ 13
APPENDIX ...................................................................................................................................................... 15

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[Introduction]
As the world moves towards a more globalized society, companies in developed nations are increasingly
exploiting the required labor, capital, and natural resources for production in less developed areas of the world
to decrease costs. This Machiavellian business policy is reinforced with the lack of monitoring in regards to
regulation laws for international operations. This modus operandi, has triggered social awareness movements
across countries, such as the uproar over Nike’s factory conditions and Coke’s excessive use of water in
production, to prevent both poor working conditions and the degradation of the environment. Even though
regulatory organizations are pressuring companies to adopt more socially responsible approaches, and many
companies have gravitated towards this corporate social responsibility to heighten their image, there’s still room
for improvement.
Vince Meens emerges within this subject as an active social entrepreneur intending to reap social profits. His
ClearChain application aims to solve one of the challenges that globalization has brought about: information
asymmetry between the end consumers and company. The production process has never been exploited to the
level of transparency that ClearChain provides. It makes the supply chains completely transparent to consumers,
allowing them to make purchasing decisions based on first hand views of a company’s social production ethics
in addition to others feedback and prices. In other words, ClearChain’s mission is to empower consumers
through an open door and enhanced knowledge of companies behind the scenes.
To fulfill this mission, Meens is relying on a complex new technology called blockchain. It consists of laying
out blocks that contain information about transactions, and once completed, they are registered in a permanent
database to create a new block. In the context of ClearChain, each step along the supply chain is registered and
transmitted to the end consumer. However, given the complex technological infrastructure, ClearChain is first
testing effectiveness on one particular textile product before applying on a large scale. This choice of
experimentation is smart because it will assess consumers’ existing (or nonexistent) desires for such complete
information letting Meens see if there’s adequate interest for success. This paper aims to help ClearChain define
their ideal target segment, outline marketing channels to reach this group, and realize the possibilities of gaining
consumer advocates to share this new technology on a more personal level.
[Within an Entrepreneurial Context]
Social entrepreneurs, as Meens can be considered, differ from business entrepreneurs in the sense that they
adopt a mission to create and sustain social value over private and/or financial value (Dees, 1998). In order to
spread innovations stemming from this type of entrepreneurship, a combination of new social ventures and
incumbents is necessary. ClearChain is one of these unique companies, and since it’s so young with minimal
current investments, it has the opportunity to adapt and really disrupt markets to reach its goals. Hockerts &

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Wüstenhagen define these young entrepreneurship endeavours as “emerging Davids” (2010). ClearChain, along
with other Davids, drive older and established “Goliaths” to adopt innovations and satisfy their newly created
standards. In this particular case, ClearChain can set an example for other companies and encourage a
consumable map of respective supply chains to attract, but also develop, more socially-oriented and
technologically intrigued consumers. Starting small scale and slowly growing, similar to “riding his own wave
before he jumps into another pond” will give Meens time to reinforce core operations as well as gauge
consumers genuine interest in such technology. (Waitzer & Paul, 2011).
Meen’s decision, and then also success, with regards to scaling will define what type of social entrepreneur he
is. In the case that ClearChain is unable to expand, he would remain a social bricoleur; he was able to tap into
the novel opportunity of blockchain technology, act upon a long-existing concern of information asymmetry,
but kept this progress local. On the other hand, if the social mission is achieved with Meens disrupting the
current system, then his accomplishments would categorize him as a social engineer. ClearChain would have
changed the way organizations approach certain procedures while also fluctuating consumer decision making
tools. Complete success to those extremes would really Meens apart from others (Zahra, 2009).
[Optimal Target Segment]
The current ClearChain business model is likely to appeal to a rather specific target market. Blockchain
technology serves as ClearChain’s base, and given its inaugural stage, the company has particular consumer
awareness and relatability to satisfy. For a comprehensive analysis of such a market, broad target group
characteristics are explained before specific tendencies outline an “ideal” ClearChain user through the
marketing technique of consumer profiling (Longhurst, 2014).
Target Group Characteristics: Millennials
The service ClearChain provides is first and foremost through a technological platform, so it’s obvious that
their target market has to have a grip with, if not an affinity, towards technology. The current generation that
best fits this described requirement is millennials (Barton, Fromm & Egan, 2012). Aged 18 - 34, this group of
individuals uses their smartphone more than any other technology available to them (University of Southern
California, 2016). Compared to other generations they possess a more “global” viewpoint, are more likely to
integrate the causes they care about into daily activities, and are increasingly seeking information about their
purchase decisions from non-corporate channels (Barton, Fromm & Egan, 2012). These characteristics, along
with their heightened propensity to spend their moderate to large disposable income on apparel, make them
the most appropriate generation to serve as a target for ClearChain’s services (University of Southern
California, 2016).

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Knowledge of Relevant Social and Environmental Issues
For individuals to be interested in the value of ClearChain, they first need to be aware of why such technology
is being developed and adopted in the first place. Having a transparent supply chain is desirable because of the
various socially and environmentally questionable practices that occur in the modern textile and fashion
industry. Generally, the extent of consumers’ knowledge about the negative externalities of production,
distribution, and consumption of clothing is fairly low. However, Connell & Kozar found that when
knowledge and interest in social and environmentally-relevant causes is high, these consumers will seek out
sustainably produced garments with even more elastic wallets (2014). Therefore, ClearChain’s target market
needs to possess this knowledge and believe that individual consumers have, and also deserve, the power to
affect a company’s social challenges through high-level engagement with conscientious consumption
behaviors.
Non-Traditional View of Consumption and Fashion Industry
ClearChain should concentrate their efforts towards engaging individuals who are advocators of slow fashion;
those aware of the over consumption and waste normally associated with the fashion industry. This narrowed
approach would capitalize on those already willing to pay more for more sustainably manufactured and
socially responsible products (Jung & Jin, 2016). Millennials are projected to be the largest consumer
generation in history; however, they are also more quick to embrace what has been called alternative
hedonism (Lobo, 2014). This raises awareness for the pleasures of consumption, but also generates a belief
that consumer decisions are collectively responsible for affecting others and the ecosystem (Zagata, 2014).
Engaging sacrifice-oriented consumers will benefit the proposed business model because these individuals
will be more willing to join ClearChain’s purpose in order to alleviate the mass amount of skepticism
surrounding the traditional clothing manufacturers and fashion industry supply chain ethics (Harris, Roby &
Dibb, 2015).
Self-direction, Benevolence and Universalism
ClearChain’s ideal target market should also possess certain values allowing them to serve as sufficient
advocators for this new technology furthermore than just their own personal adaptation. Within Schwartz’
consumer values framework, individuals should “possess self-direction, benevolence and universalism values”
(2012). Self-directed consumers are more likely to engage in independent thought and action with generally
more creative thoughts throughout their everyday lives. Ranking high on the benevolence value means that
one is interested in enhancing the welfare of others. Lastly, those with universalism orientation are more
active within the sustainability space and have interests in protecting underserved or over-exploited
stakeholders (Schwartz, 2012). Searching for and capitalizing on these individuals would give ClearChain a
great consumer foundation needed to spread their innovative buying experience and process to others.

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Ideal ClearChain User: Sanne Sustainability
To help further conceptualize a typical ClearChain user, it’s useful to construct a specifically descriptive
profile of their “ideal” consumer. This profiling marketing technique will give access into the mind of target
markets, and thus allow for tailored initiatives or actions to reach them accordingly (Longhurst, 2014).
Sanne Sustainability is a single 26 year old who works as a software engineer in Milieudefensie’s Amsterdam
office. Sanne has a large group of friends also working at non-profit and/or technology-based companies. This
preference carries over to their social lives as well, as they all regularly engage in prosocial activities outside
of work. Considering herself quite liberal, Sanne feels strongly about environmental preservation, workers
rights, and poverty, despite being brought up in a conservative household. She’s actively skeptical about the
motives of large corporations; therefore, she prefers to buy her groceries from local markets, and her
household goods, hygiene products, and cosmetics from brands that have good production and employee
service reputations.
Despite her strong views in this domain, Sanne enjoys fashion and the way in which it can express her
identity. She spends a considerable amount of her moderate disposable income on such purchases. Sanne goes
vintage and boutique shopping, trying to stay away from mass-produced clothing retailers where possible.
These stores, on occasion, also allow her to share her creative voice through the re-purposing of materials.
As a tech savvy millennial, she loves online shopping to interact with her peers on many platforms, from
blogs to social media. Sanne has to read a lot of tech magazines for her job, and also considers herself
somewhat of a trailblazer when it comes to discovering new technologies or applications. For ClearChain to
reach such a target market, and more precisely people like Sanne Sustainability, these broad and specific
characteristics have to formulate the basis of their strategic marketing strategy reach, of which will be outlined
in the following section.
[Reaching Millennials]
It’s not enough to select a target group, but research should also be done in order to efficiently and effectively
reach the desired millennial group. Numerous articles are circulating about this younger generation’s shopping
habits, raising discussion on their high-involvement purchasing with pre-trip research, in-store purchasing,
and continued post-trip feedback. Even routine spending, for example grocery shopping, has become a high-
engagement process some (Epsilon Marketing, 2015). This immersion therefore requires companies like
ClearChain to develop a unified, multi-platform, and trusted marketing strategy to obtain their desired and
crucial consumer segment.
Integrated Marketing Communication

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The business world defines consistent customer benefit communications across various channels as integrated
marketing communications. In order to successfully connect with the millennial generation, ClearChain needs
to build one of these strong blended systems. Properly planning a mutually reinforcing marketing strategy will
stimulate consumers; the process will first generate memory of the company/product, and then evoke emotion,
and over time additional memory will create captive and powerful consumer engagement. Mass media
channels of different vehicles will expand ClearChain horizontally with customers, but will also open long run
vertical doors to join with additional fashion companies. Multi-channel shopping has created what Kerin and
Peterson call “unfettered customers” who shouldn’t be taken lightly (2013, Chapter 6). These individuals
aggressively pursue various platforms to make their purchasing decisions. Considering group's needs and
evaluating ClearChains own reach to generate a continuous and sustainable adoption plan for network growth
can be done with strategic marketing. As studies have shown, millennials form fierce brand loyalty, estimated
at 70%, to wield significant impacts as long as companies successfully gain their support (Nelson, 2012).
Social Media
With a better understanding of what integrated marketing communication entails, actual implementation of
such requires synergy across various platforms. As already mentioned, millennials have the strongest
technological footprint and social media presence compared to all other age groups; therefore, it’s pivotal to
utilize such platforms (University of Southern California, 2016). This age group is comfortable receiving and
sending opinions through social media with growing peer groups. These expanding networks give social
media more leverage serving as a domino effect in reaching new consumers through individual postings
(Brown, 2016). Interacting through social media will also foster a dialogue and therefore generate a stronger
relationship with consumers. Social media is hotbed for this young target segment, but ClearChain still needs
to complement this presence with other content and channels.
Blogs
The researched intensive purchasing process of millennials contains final feedback. This concluding stage is
important in positively reaching new customers. Skepticism and a lust for “the best” motivates the younger
generation to research until they are fully confident with their purchase decision (Epsilon Marketing, 2015).
Investigation has to start somewhere, and with social opinions affecting 84% of purchases, individuals’ post-
purchase responses immediately feed into potential customers’ pre-purchase probing. The benefits of
encouraging feedback can be seen in organizations such as Amazon. Their credibility is built through user
ratings and responses; Amazon’s offerings, no matter how unfamiliar or novel to browsers, can easily be
evaluated as consumers gain confidence from others’ feedback. Even more interesting is the fact that people
are more willing to trust strangers’ feedback than that of their close friends. This alleviates possible bias
effects, and demonstrates how powerful unanimous postings can be (Nelson, 2012). This open atmosphere
thought sharing can formalize through the digital medium of blogging.

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Influential figurehead bloggers are able to uniquely express personal experiences or skilled repertoire to others
who often aspire to mimic such attitudes or behaviors. Infatuated with learning as much as possible,
millennials are known to make up the majority of individuals following specifically themed blogs of their own
interest (University of Southern California, 2016). Enjoyment gained from learning and reading along with
specific bloggers builds trust and a bond that can carry over into purchasing decisions. Technologically savvy
younger individuals have shown to follow such blogs. Fashion enthusiasts also follow their ideals on social
media and blogs. Lastly, environmentally-aware people prove to be continuously intrigued with new
breakthroughs. Each group finds great value is staying abreast with relevant blogs as they are easy to follow,
in real time, educational, concise, and enstill emotions to wield significant influence.
By targeting technology, fashion, and environmental blogs and bloggers specifically, ClearChain can reach
the core of their ideal millennial customers. Educating and encouraging these bloggers to post about
ClearChain in either an introductory, how-to, evaluative, or actual personal review will pay dividends. This
sort of stimulation should capitalize on the fact that blogs influence up to 33% of their followers’ purchasing
decisions (Brown, 2016). Alliances like this will gain customers early on, but they will also set a path towards
future scaling opportunities. Bloom discusses seven main principles within the SCALERS Mode, and one of
the most powerful ones was alliance-building (2009). Bloggers present a perfect opportunity for ClearChain to
establish alliances with others who espouse the same social motivations and want to aid in their achievements.
Having trusted experts in their respective fields engage with target consumers will help growth and reach to
many untapped but potential customers (Bloom, 2009, p116). In addition to these independent, well-known
bloggers posting as allies on their own sites, ClearChain should also link these columns on their own social
media accounts allowing for full transparent connected communication.
Film and Photos
Articles communicate details well, but nonverbal entertaining information increasingly intrigues consumers.
Millennials are attracted to creative, concise, yet informational outlets such as BuzzFeed, TED, Morning
Brew, and theSkimm, to name a few (Brown, 2016). Each of these mediums have found a balance in
educating, engaging, and evoking consumers in a specific manner to elicit a desired outcome. Following in
their footsteps, ClearChain can implement the usage of videos and photos to playfully engage millennials
searching for a company that embodies what Nelson calls “an unforgettable party”(2012). What she means by
this, is that young consumers are more likely to join with a company that is exciting and desires leaving their
own mark through specific shared interests.
ClearChain has been defined as an early stage “David” right now, so they can really capitalize on their own
innovation to develop a plethora of creative pieces without preceding restrictions. (Hockerts & Wüstenhagen,
2010, p483). This flexibility sparks endless opportunities to circulate both videos and photographs through a
variety of channels. Diversifying media communications will allow customers to see all aspects of the
company in an entertaining but educational manner.

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Some individuals appreciate rational or numerical information, while others relate with more personal stories.
Despite these differences, today’s younger people want to be heard and learn from those around them.
Creative pieces can take this overarching similarity and accommodate motivational dissimilarities while
avoiding boring (Ann, 2016). Filming brief interviews with technological people, fashion companies, and
environmental groups, then sharing their pieces will generate influential opinions for customers to absorb,
evaluate, and use to construct their own opinions. Informational aids such as short videos or infographics of
how ClearChain works can also help educate those who may stumble across the new technology and not want
to expend much time learning about this new idea. In addition to respected bloggers, it would be useful to
contact a well-known individuals such as a celebrity who can represent millennials overall. This overarching
power would bring individuals across interest (technology, fashion, environmental, and other) groups together
to embody and vocalize the ClearChain development to raise extreme awareness inspiring action (Brown,
2016). For instance, if Kanye West announced that he was planning to incorporate ClearChain in his next
clothing line, many consumers would hear this news and be interested in whatever the technology entails. Mr.
West’s cultural significance and role on a global stage play a huge proponent in gaining a wide audience.
Although gaining a celebrity like this may not be feasible for ClearChain right now, it’s something to keep in
mind for future scaling.
Finally, to evoke a more emotional response from consumers, a campaign that brings supply chain workers to
the spotlight would carry immense impact. Beginning a photo series of various “behind the scenes” workers
who are now being acknowledged for their individual contributions in this transparent ClearChain system can
establish sympathetic relationships. Millennials are very curious and want to know everything they can about
the products they use to believe in a stated cause (Ann, 2016). There is a photo series called Humans of New
York that does something similar to this with interviews of random individuals increasing others’ sympathy
for struggles, life, and general experiences (Humans of New York). ClearChain could transfer this randomized
series into an internal collection to build relationships throughout the supply chain and consumers. An
example of this campaign can be seen with Figure 1 in the Appendix; it will provoke a human connection for
future clothing purchases with ClearChain and get the ClearChain Crew to be a trending topic of discussion
across social media and in person discussions.
Published Articles
To maintain a balance of reputable communications, pursuing a scholarly acknowledged journal or publishing
company would suppress possible ClearChain doubts. Society seems to have become more skeptical, and the
millennial generation epitomizes this with their propensity towards conducting intricate research and data
gathering from highly reviewed expert publications (Epsilon Marketing, 2015). The exact content for this can
be flexible; an introduction to ClearChain, educational coverage on the organizations background, a summary
of how ClearChain works, the benefits of such a technology, or the envisioned future if people join this
transparent supply chain. Whichever direction is taken here, the piece should be succinct yet extremely well

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written because millennials don’t want to waste much time reading but are still a well-educated group. The
majority of millennials have attended some college and therefore would highly appreciate the academic
significance that scholarly publishings require (Brown, 2016). If additional contacts, such as leaders within
the technology, fashion, and/or the environmental circles, could contribute further or add quotes, then even
more buzz would arise to validate ClearChain for all consumers. A strong reassurance would solidify
ClearnChain as a new movement and get even more people talking confidently about this innovation.
In-Stores
So far the channels discussed have been through social or online media. Penetration on these platforms are
very important for reaching millennials, as statistics show incredible device ownership and usage numbers
amongst this group, but in-person interaction remains critical (University of Southern California, 2016). By
utilizing in-store displays, ClearChain can clearly connect their technology with consumers, and also
introduce themselves to habitual consumers that are set in their purchasing decisions and ways (Kering &
Peterson, 2013). No matter what a consumer’s buying habits are, browsing is unavoidable. With that being
said, informational banners in stores will catch consumers with time and build off of their purchasing
decisions forcing active engagement.
The phrase “don’t judge a book by its cover” reflects human propensity to make snap judgements and harbor
lingering prejudices. To establish a positive initial image, ClearChain should be “playfully creative” in
creating a flashy and trusted color schemed message to indicate their presence in stores (Brown, 216).
Interestingly enough, blue prompts trust while also conveying solidarity and acting as both women and men’s
favorite color. Adding this small psychological advantage to branding a contrasting colored informational
banner within stores will draw more people to see what ClearChain has to offer (Snap Agency, 2016). To
incorporate millennial’s lust for technology with this in-store touchpoint, a QR code can be mounted on the
corner of the banner. Mobile phones are now expected within the millennial generation being used every day
in established countries to access information and/or act on various social and consumption levels (Ann,
2016). Capitalizing on this usage will best relate to the millennial group and maintain ClearChain’s freedom
to present their various marketing pieces. Previously mentioned marketing movements such as blogs,
interviews, or the ClearChain Crew campaign can also be posted within stores to increase views. Showcasing
such vast information in stores, with the quick link to mobile phones, easily aligns with both the goal of
reaching millennials and the millennial habits themselves.
All Together
Companies can easily fall to one side when discussing the balance between written and creative forms of
marketing to reach consumers, but ClearChain can strategically find a happy medium through integrated
marketing communications. Millennials are known to be a hard group to win over with such high expectations
for quality at a reasonable price, while still considering trust, memorability, and the time investment (Ann,

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2016). The world is in information overload and the younger generations appears to be “wringing 26 hours out
of a 24-hour day,” so the decisions new companies make in reaching their hopeful young consumers are even
more vital (Nelson, 2012). Millennials are hungry for information and ready to evaluate their options, so
utilizing many channels to inform, raise awareness, and encourage reviews will connect them all for an
optimal understanding that can finally transfer into confident advocates.
[Influencers to Advocates]
A large audience is key for spreading awareness and interest, but if ClearChain cannot convert their passive
audience to active ambassadors it may never lead to widespread action. According to Jay Baer, “advocacy is
driven by the depth of conviction” (2015). This statement begs the question of how to create and harness
passion in members of the public in order to enable them to spread the message and use of ClearChain.
Although 18% of consumers trust influencers, over 90% trust advocates. Advocates are typically highly
satisfied customers who are motivated to help their friends. Their loyalty is long-lasting and their passion is
genuine, as opposed to bloggers, pundits, or celebrities who have large audiences but may require incentives
to propagate a message (Baer, 2015).
The process of winning ambassadors begins with appealing to the target through a unique and excellent
experience. The marketing strategies previously elaborated on give great amounts of knowledge and support
to consumers, but to go beyond and give power for those truly interested with ClearChain, additional strides
should be taken. In this case, inspiration greatly hinges on a well-designed, dependable app that exceeds
customers’ expectations. ClearChain is attempting to integrate new value measures, so these must be clearly
communicated and consistent therefore customers feel more legitimacy to spread their thoughts and
potentially spread the technology to other industries. Graphs, scales, maps, and images within the app itself
can visually aid users in understanding the impacts on remote individuals and locations. After appealing to
customers with a unique offering, engaging and listening to users will welcome them into a brand community,
helping them to feel a part of the “family” driving technological and social change. Brand communities, or
groups of consumers who interact with each other as well as with marketers of a product, are facilitated by
great transparency. Users of ClearChain gain value through networking on social media to learn how to use
the new technology (“welcoming” new users and “grooming” them on proper use), as well as organizing into
subgroups and directing each other to offerings (“staking” positions as users and “commoditizing” the
offering by familiarizing others with it). A brand community is important for members to gain worth in which
they would want to advocate upon, and it’s built through both marketing communications with individuals as
well as encouraging dialogue between users (Heding, Knudtzen, Bjerre, 2016).
In addition to listening to consumers, educating them about ongoing developments and founder activity will
further draw them in as part of the team. Consumers love to be “in the know,” and keeping them up-to-date on
changes will also create a sense of progress and visible effort on the part of the founders. Finally, inspiring

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consumers through that steady stream of news and progress will yield greater results for advocacy as
consumers see the impacts of the technology. All of these messages can be translated through social media
and other forms of literature advised in reaching the millennial audience. Enthusiasm is contagious, and this
group’s passion for novelty and social change can be easily sparked by a strong voice sharing these aspects of
ClearChain.
One example of millennials being inspired by social missions is TOMS shoes. The success of the company
hinged on millennials’ desire to benefit other individuals and to make an impact through their purchase of an
everyday item, shoes. The unique design and distinct TOMS logo enabled the wearers to pique others’
curiosity and opened up opportunities for wearers to answer questions about the new type of shoes. In
combination with this target’s desire for novelty, their acceptance of rapid developments in technology
positions ClearChain as a tool for social change that millennials are unafraid to try (Breman, 2013). This
distinct product development unlocks innovation similar to TOMS with an ice-breaker story to share the
hidden novelty in the supply chain of such products through visibly different designs (as seen in Figure 3) and
demonstrate purchasing power that will ultimately benefit ClearChain and the rise of its technology.
[Networked Narratives]
In order to share product backstories with others, consumers should be provided not only with a simple
explanation of how the technology works, but also with myriad pieces of information to break down the many
benefits to employees, the locations where materials are grown and sourced, the inputs of products and
packaging, water and fuel savings, and impacts on the environment as a whole (see Appendix Figure 2). All of
this should be shared through the app which serves as an ideal channel for customers to learn, and more
importantly, communicate data and build rational arguments for ClearChain’s positive impacts for them to
share with other potential consumers. Users of the app can learn about whichever aspects interest them the
most. This freedom lets the individual build their own stories behind their products based on their passions to
generate personal ClearChain stories. Finally, the clothing in stores could feature a short employee biography
and/or image on a tag; the immediate connection made with this visual establishes a relationship of
significance to customers that now know who helped to make what they are wearing. Environmental impacts
are valued by many millennials, but scaling the difference of a purchase down to the individual life of another
makes it easier to measure and share the difference made. Narratives like this can also be quickly
communicated to friends and other customers browsing through the apparel in stores. There are many
employees along the supply chain to hear from and interview, so implementing their unique stories with
products can communicate a wide range of impacts, or “articles through articles” (of clothing).
Further background on blockchain technology within the app would also aid in understanding as a whole with
the range of its applications. Telling the story of a shirt’s social and environmental impact is reasonable and
functions as an introduction to the new system with specific values and ways of thinking, but ultimately it’s

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just an introduction. Consumers who are intrigued by the story behind a shirt are likely to be captivated and
inspired by other potential uses of the app; thereby, the growing demand should be recognized to prepare for
other product categories. By providing additional sources and information of blockchain in various contexts,
ClearChain becomes woven into a larger and more transformational tool.
[Conclusion]
ClearChain’s premise is that consumers desire to “do good” with their purchase behaviors, and examples of
this can be seen from consumers choosing reusable shopping totes to purchasing TOMS shoes. With a
detailed understanding of millennial attitudes, lifestyles, and aspirations, ClearChain may leverage this
socially and environmentally conscious segment to propagate a new technology which has the potential to not
only alleviate information asymmetries, but to construct new ways of interacting with others while consuming
goods that intertwine self-interest with a desire to be a member of a larger, more meaningful community.
Integrated marketing channels that target this segment enable ClearChain to reach millennials, intrigue them,
educate them, listen to them, and ultimately inspire them to adopt and spread ClearChain. Storytelling has
connected humans from the beginning of history, and consumers are now able to learn the stories of others
they depend on for the goods they consume. Stories also make consumers realize their part in a bigger
transcendent story involving connections between all people, playing various roles and forging different
impacts, even to the extent of beginning a transparent supply chain.

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APPENDIX
Figure 1: Employee interviews to make supply chain visible
Figure 2: The educational impact map of every product

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Figure 3: Unique products that intrigue