Looking for Transparency in Marketing? Sorry, There’s Nothing There

It’s another buzzword: Transparency. And even in this age of social media, it’s hard to find.

Think of the type of products you buy. Who makes your clothing? Who grows your food? Who assembled your iPhone? Chances are, you don’t know. That’s OK. Most people really don’t want to know. It’s also the kind of information that overwhelms people when they start contemplating it. They have other, more personally relevant things to worry about.

This lack of full disclosure may not appear to be a big deal, and it certainly isn’t going to result in any sort of consumer uprising. The truth is, it may not matter whether Facebook apps use your information or not. You may never be harmed by that. But what makes it so insidious is that you’re never sure what’s really happening behind closed doors in business or politics, and uncertainty is quite the opposite of transparency.

It’s the subject of my new column on Talent Zoo.

About Dan Goldgeier

Blogging on AdPulp since 2005, Dan Goldgeier is a Seattle-based freelance copywriter with experience at advertising agencies across the U.S. He is a graduate of the Creative Circus ad school, and currently teaches at Seattle's School of Visual Concepts. In addition, he is a regular columnist for TalentZoo.com. Dan published the best of his TalentZoo.com columns in a book entitled View From The Cheap Seats: A Broader Look at Advertising, Marketing, Branding, Global Politics, Office Politics, Sexual Politics, and Getting Drunk During a Job Interview. Look for it on Amazon in paperback and e-book editions.


  1. Right now, transparency is what people wants to show! the really transparence concept doesn’t exist…