Retail Remix The Trust Deficit: Brand Transparency and the New Rules of Retail
Jun 30, 2025
Kimberly Shenk, Co-founder and CEO of Novi Connect, shares her insights on brand transparency and consumer trust, shaped by her experience as a data scientist in the U.S. Air Force. She discusses how traditional trust no longer suffices, as consumers demand verified health and sustainability claims. Navigating skepticism around greenwashing, she emphasizes the need for unbiased verification to build confidence. Shenk also highlights the importance of appealing to Gen Z’s values and how AI innovation is transforming retail merchandising to foster trust.
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Kimberly's Path to Novi
- Kimberly Shenk was motivated by her experience as a mom to investigate the transparency of everyday products.
- She leveraged her Air Force data science skills to address the lack of clarity in product health and safety claims.
Trust Must Be Earned With Transparency
- Brand trust is no longer inherited but must be earned through transparency and real data.
- Up to 50% of claims like clean and sustainability are inaccurately labeled, creating skepticism.
Use Data for Verifiable Claims
- Brands should provide precise, verifiable supply chain data to substantiate health and sustainability claims.
- Independent third-party verification is essential to avoid misleading claims and gain retailer and consumer trust.