Why the “Way It Was Made” Matters

In an age defined by instant gratification and endless choices, the story behind a product is quickly becoming as important as the product itself. More than ever, consumers are asking questions that go beyond price tags and brand names. How was it made? Who made it? What materials were used, and what impact does its creation have on the world around us? The answers to these questions are shaping the future of advertising and selling, where the "way it was made" is no longer a behind-the-scenes detail but a vital part of a brand's identity.

This shift reflects a broader cultural transformation driven by the rise of conscious consumerism. In a marketplace saturated with goods and services, consumers are not merely seeking function but meaning. Millennials and Gen Z, in particular, are leading this charge, gravitating toward brands that align with their values. Sustainability, fair labor practices, and transparency are not just buzzwords, they are deciding factors that influence purchasing decisions. The implication is clear—companies must now craft not just products but narratives that highlight the integrity of their processes.

Social media has been a powerful catalyst for this transformation. In a digital landscape where every detail is scrutinized and shared, brands have unprecedented opportunities to pull back the curtain and let consumers in on their journey. Behind-the-scenes videos, stories about the artisans, and visual chronicles of raw materials transforming into finished goods capture the imagination. This isn’t just marketing—it’s storytelling with purpose.

Advertising strategies are evolving to reflect this new reality. In 2024, Benco helped one of its clients, Trane Technologies, 'pull back the curtain' on how they build and operate their commercial air conditioning units by creating a series of videos called “Purpose Profiles.” The goal was to spotlight employees in varied roles across the company and share how their work is connected to the company’s purpose of sustainability. Trane Technologies says that sustainability is not a function at their company—it is integrated into every aspect of their business: how they make decisions, how they compensate their leaders, and how they grow.

Trane Technologies ‘Purpose Profiles’ video by Oxygen Group and Benco.

Consider also the success of brands like Patagonia, which has built its reputation not just on high-quality outdoor gear but on a steadfast commitment to environmental activism and supply chain transparency. Their ads don’t just sell jackets; they sell a philosophy. This level of transparency and care for the environment resonates deeply with a generation that prizes authenticity.

What We Do: Inside Patagonia's Forge with Nelle Smith

The business impact of this transparency is profound. Brands that invest in sharing their production stories cultivate trust and loyalty. Customers feel invested in the brand’s journey, creating long-term relationships that transcend individual transactions. This loyalty translates into higher customer retention rates and a willingness to pay premium prices for products perceived as ethically or sustainably made.

Moreover, transparency serves as a shield against potential backlash. In an era where misinformation spreads rapidly, preemptively addressing questions about sourcing, labor, and environmental impact mitigates risk. By owning the narrative, brands can shape public perception rather than react to it.

Looking ahead, the "way it was made" trend is here to stay. As governments introduce stricter regulations around product labeling and sustainability reporting, transparency will transition from a competitive advantage to a baseline expectation. Technologies such as blockchain are already being leveraged to verify supply chain claims, further reinforcing consumer confidence.

Until recently, nine out of ten advertising people would tell you that consumers couldn’t care less about how products were made. Now, the production process, once relegated to the shadows, is the star of the show. For brands willing to embrace this shift, the rewards are substantial: stronger connections with consumers, heightened brand loyalty, and a competitive edge in an ever-evolving marketplace.