Over the past few years we have seen an unprecedented rise in consumer demand for transparency, with many consumers going so far as to switching from their preferred brands in favor of brands which provide more transparency.
You can observe this phenomenon any time you go to the grocery store. Take a moment to watch people shop. See how they study products before putting them in their basket. They are trying to understand: "What is this ingredient?" "What does cage-free mean?" "Does this product match my ethics? Was it tested on animals?".