According to the report, “The non-competitive and the downright incompetent have very few stones left to hide under…. Old economy fog is clearing: no longer can incompetence, below-par performance, ignored global standards, anti-social & anti-eco behavior, or opaque pricing be obscured. In its place has come a transparent, fully informed marketplace, where producers have no excuse left to underperform. TRANSPARENCY TYRANNY for some, TRANSPARENCY TRIUMPH for others."

 

Just moments before clicking on the trend briefing, I had been checking out honeymoon destination reviews on www.TripAdvisor.com, a travel site that Jenn, my sister-in-law, recommended to me. Trendwatching.com references the popular site as a “transparency poster child”; indeed, as I read through the report, I was happy to see TripAdvisor’s dependable little owl staring back at me. I have become good friends with that owl; reading reviews of various vacation spots can be addictive, as they are as entertaining as they are informative. Many include photos taken and posted by the travelers themselves. When I expressed its addictive quality to Jenn, she commented that my brother reads the reviews hours at a time, and only closes out of the site when he discovers that his ass has gone numb.

                                           

You don’t need to suffer from a numb ass to reap the benefits of a site like TripAdvisor, or any other consumer-driven site, for that matter. In a matter of 20 minutes, I realized that a popular all-inclusive package recommended to us by a well-intentioned (but uninformed) acquaintance would have been an expensive, disappointing, and in at least one case, downright vile mistake. One vacationer described the poor accommodations: “To top things off, upon returning to our room after dinner...we found lizard droppings on top of our sheets on two separate occasions. I also killed two roaches, two crickets, and caught (and released) a frog that had found its way into our bathroom....no kidding.” 

 

According to trendwatching.com, consumers hold more power now than ever before, and will continue to garner strength in the near future. With technological advancements making documentation easier to create and distribute, nearly every product and experience is privy to finding itself on the Internet. Even impulse buys can be checked out online, moments before making (or dodging) a purchase, by reading reviews on your Internet-friendly cell phone, while your impression of a hotel can be transmitted in real time using the same technology.

 

Today consumers have a near-infinite network of advisors for advice on everything from trips to DVDs and even cosmetics. Just yesterday I read reviews posted on www.MakeupAlley.com before going to buy some new mascara. The reviews are easy for members to access and sorted by several categories, including price, brand, most popular, and, importantly, most repurchased. There is even a site glossary, including an entry entitled “HG” (Holy Grail) as in one review of a popular brand, which gets right to the point: “My HG mascara. It is incredible...I highly recommend this mascara and will continue to purchase it until 1.) I die. 2.) They stop making it. Or, 3.) I find something better. I seriously doubt number 3 will ever happen. So try it! I truely (sic) think you will love it. I do! Lol.”  Did I buy this mascara? Hell, yeah!

 

Amazon.com is also famous for its customer reviews. When my cordless phone broke, I didn’t know whether to purchase it again or brave the unfamiliar with a new brand. After reading several reviews of it on Amazon, I was relieved to find out that I was one of many that had the same negative experience, and that I was not responsible for the demise of my phone. I used the reviews to find a better phone, found it on sale at Costco, and bought it. (Though I did not purchase the phone at Amazon, I am a loyal Amazon customer and purchase almost all special occasion gifts through the site).

 

Though some may argue that it is time-consuming and frivolous to consult online reviewers before making purchases, it is actually a huge time-saver. Becoming informed cuts down on return and/or exchange time, reduces customer frustration, and creates more pleasant shopping experiences.

 

Others warn that some reviews may be planted by competitors, attempting to thwart the success of popular products and services. However, trendwatching.com argues that the more the transparency trend grows, the better. According to the report, “mass postings will also unmask, outnumber and thus neutralize fake reviews posted by desperate brands trying to piggyback on the power of the transparency trend. Which will lead to an even greater trust in recommendations and reviews.” In other words, don’t let the cynics get to you. Go with your gut. Several remorseful TripAdvisor travelers have expressed regret that they had not taken the dismal reviews of various vacation spots seriously, and have suffered through honeymoons, anniversary, and birthday celebrations as a result.

 

Consumers deserve to be informed before devoting themselves to anything from cosmetics to an extravagant honeymoon. Like the wise TripAdvisor owl counsels: “get the truth. then go.”