For AECs: Transparency is the New Green – Information Anxiety in Product Transparency

Information Anxiety & Information Architecture

Product transparency is causing information anxiety:
"Information anxiety is the human cost of information overload. It is produced by the ever-widening gap between what we understand and what we think we should understand. It is the black hole between data and knowledge, and what happens when information doesn't tell us what we want or need to know. Raw data can be information, but unless it can be made to inform, it has no inherent value. It must be imbued with form and applied to become meaningful information. Yet, in our information-hungry era, data is often allowed to masquerade as information."
– Richard Saul Wurman, acclaimed architect, TED conference founder, author of Information Anxiety, defined the discipline of information architecture

Information architecture focuses on organizing, structuring, and labeling content in an effective and sustainable way.
The goal is to help users find information and complete tasks. To do this, you need to understand how the pieces fit together to create the larger picture, and how items relate to each other within the system.

It's going to take more than a product database to bring product transparency to the mainstream.
Just finding product data isn’t enough to get your greener and healthier products selected and specified. Our research shows AECs say the greatest challenge to selecting and specifying products with transparency information is not that they can't find products, it is equally because it is difficult to understand what the disclosures mean to inform decisions.

We make brands and their products findable, turn product transparency data into information and make it actionable.
As an educational marketing and customer service solution, our goal is to educate the market and to help manufacturers and AECs make better-informed decisions to get higher-performing products specified.

Join us to learn about:
-The SM Transparency Catalog's information architecture
-How AECs can use the Catalog to communicate with manufacturers
-How manufacturers can use the Catalog to communicate with AECs
-What Avitru and Sustainable Minds are doing together
-How solution providers' business models inform their product development