Could blockchain help leading brands get customers' trust? More than any other, the issue of sustainability has slowly become the primary concern of humanity, and there seems to be no headway just yet. However, could blockchain be the answer? Consumers have constantly expected their brands to become more transparent and sustainable. The establishment of trust and confidence are fundamental forces in driving any enterprise, and blockchain seems to have both. The correct application of blockchain would ensure traceability in the supply chain, establishing trust and confidence. Bit, how could this be possible? There are diverse cryptocurrencies in the crypto community using blockchain technology. However, Vechain seem to stand out when it comes to the establishment of trust and transparency. Most institutions buy Vechain not only to trade with it; Vechain can run distributions and keep tabs on the supply chain for smooth transaction processes.

Could this be possible? Is blockchain going to solve the problem of sustainability while creating a lasting bond between brand-consumers relationship?

Apart from the Covid-19 pandemic, sustainability remains one of the major problems facing the ecosystem, and blockchain is being explored as a possible solution. According to a survey by the FMCG Gurus, which had about 26,000 respondents across 26 countries, 31% of the world consumers have little trust for food brands, and even a quarter of this population are less trusting during the past two years. Hence, the need for this survey was to explore consumers' preference towards blockchain and its acceptance in the food distribution industry. Although it is worthy to note that some consumers are more conscious of the impact of the product on the environment, blockchain remains a vital tool to solving this problem. About 58% of the correspondents are curious about the effects of carbon footprints released during the distribution process; hence, this remains one of the determinants of consumers' choice regarding which brand to choose. The more a brand proves to understand the problem of sustainability and aims at solving this problem, the higher the probability of consumers choosing this brand. However, some of these correspondents believe consumers are not interested in the brands because they do not adopt ethical measures and monitor their supply chains. This could also be one of those factors consumers look out for in brands.

Can blockchain promote sustainability?

Arun Ghosh, a US blockchain enthusiast, believes that blockchain can be a central player in solving the problem of climate change and sustainability. It is no news that brands are now beginning to understand the importance of blockchain alongside transparency and visibility to satisfy consumers' needs. With the issue of carbon footprints in distribution going around, the most practical way of solving this problem is to adopt an eco-friendly cryptocurrency such as Vechain. Remember that cryptocurrencies run on blockchain technology, and one of the most aligned crypto in this regard is VET.

One of the examples of the impact of technology in building a brand's credibility when it comes to sustainability is Nestle. Since the commencing of the partnership of Nestle and IBM Food Trust in 2017, the company has gained more credibility and even visibility in its supply chain, thanks to blockchain technology. Also, in a bid to improve its sustainability effort, the Swiss food giant company has deployed the use of blockchain on most of its products, thereby gaining more consumers' trust.

No brand would want to stay unproductive. In fact, some brands are such that they prefer customer satisfaction to profit maximization. This is the sole reason why they'd offer to do anything to please their customers. On the other hand, consumers know what they want from a brand, and once these expectations are not met, they soon lose interest. So, to serve customers better, most manufacturing firms and brands look into making their ecosystem more sustainable, giving customers more reasons to choose them above others.

One of the leading clothing line brands, H&M, also adopted a blockchain-based supply management platform to improve the use of green cryptocurrencies, which helps to keep the environment friendly. Vechain's services were also employed to kick-start the process to a more sustainable business framework. This is an opportunity for every Vechain investor to buy Vechain because as its user adoption increases daily, its price becomes susceptible to increasing. Although the price of Vechain is currently trading below the $1 price point, it aims at going up as high as $5 before the end of this decade. If there's an exact time to buy Vechain, now is that time.