How Blockchain Enables Purpose-Driven Customers to Shop Green
Industry must account for its contribution to flooding, drought, deforestation, stripmining, and other unsustainable practices. Though governments must create regulations and laws to reshape economies long-term, we need a more immediate and invariable solution capable of change at a global scale. Socially conscious businesses must turn to the capabilities of blockchain, which is uniquely capable of upsetting “trust intermediaries” and delivering transparency for the full lifecycle of a transaction or product.
The ramifications of increased transparency, particularly to the supply chain, will empower sustainable brands, regardless of their size and risk appetite, to set themselves apart from less sustainable brands and products. In addition, blockchain technology provides customers with access to disintermediated truth about transactions and product development. Increased knowledge, of course, helps customers make educated decisions, but more critically it reduces the disparity between customer attitudes and purchase behaviors as relates to a global effort to combat climate change.