Natural? Sustainable? Free from X? At one time, such label claims may have driven purchases, but today’s consumers no longer accept them at face value. Consumers demand more transparency. And if a company doesn’t offer a looking glass into a products’ health, environmental and social responsibility characteristics, consumers will use their smart phones and social networks to drill past brand messaging and get answers they require to make purchasing decisions.

How can you respond to these new demands? Which factors influence consumers the most?

On Saturday, Oct. 16, 9 to 10 a.m., Dara O’Rourke, associate professor at the University of California, Berkeley, and the cofounder and CEO of GoodGuide, Inc., will share his insights into the key preferences exhibited by consumers as well as best practices from companies leading the way in becoming more transparent, and ultimately more sustainable. GoodGuide.com offers a suite of tools that provide information about the environmental, social and health performance of products and companies to consumers at the point of purchase (through web and mobile applications), and the tools empower people to screen and compare products based on their personal values and concerns.

What: Is Your Company Ready To Be Naked? How Consumers Evaluate Products In The New Age of Transparency

Who: Dara O’Rourke, cofounder and CEO of GoodGuide

When: Saturday, Oct. 16, 9 to 10 a.m.

Where: Level 2, Room 253BC