During next two year, calorie posting in restaurant will be established as a regulation in U.S.. However, McDonald’s chose to post the calories data for all its food on its menu board in early September. The reason for this early announcement is to establish positive image for the company. McDonald’s has been criticized for its unhealthiness. By admitting the truth, they provide a transparent business for customers. The honesty and openness of the company will be loved by their consumers.

The perception of consumers will affect the success of the company. People begin to expect more transparent companies. They want to know the resources, the production, and everything about the product that they will purchase. Timberland has been receiving impression from their Eco-Label. Even though some of the shoes were produced with only 5% renewable energy as posted, people still love the ecological idea.

It is important for marketers to impress their consumers. Product uniqueness is not the only factor that consumers use to evaluate a brand. So, more and more products want to show their ethical sides and let consumers understand their product. By doing this, they can receive impression from consumers even if their products were not perfect.

Popelka, Larry. “McDonald’s Enters the Age of Transparency.” Bloomberg   Businessweek.18 September, 2012. Web. 03 October, 2012. <http://www.businessweek.com/articles/2012-09-18/mcdonald-s-enters-the-age-of-transparencyL>.

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