Manufacturing has a downstream data problem...
2 — ...Which is interesting because the future of consumer packaged good is data-rich.
3 — I'm not talking about sales data, funnel metrics or psycho-graphic data to increase conversion. I'm talking about consumer-relevant data that goes deep on the how of the product.
4 — The idea of provenance data has long been held valuable in consumer products. Although it's still only possible in certain edge cases... single-origin coffee, single estate teas, wine, whiskey etc.
5 — What if every product you interacted with could tell a story from primary producer, refiner, biochemist, formulator, filler etc. ??
6 — You would be able to make considered purchases not just based on your needs as a consumer but the needs of the world... sounds nice, right.
7 — Supply chains were optimised for COGS over the last 60 years. Everything else was left behind, including provenance data, sustainability data like carbon impact, social data etc.
You become what you measure.
9 — Is it any wonder that we have access to A LOT of cheap products that are unsustainable, violate social standards like fair pay, child labour and modern slavery etc... at least brands know all about you (the consumer) so you move down the funnel smoothly.
10 — Over the decades where supply chains were being optimised for COGS, they became v complex. So complex that the levels of abstraction from producer to end product have become overwhelming for our data systems.
11 — Controversial but... provenance data just DOESN'T exist for most products. In spite of what the marketing material says.
12 — We are rethinking the world of product data. As a network layer that sits on top of a global network of manufacturers and producers, we are in a unique position to collect, persist and deliver that data downstream and into the hands of the customer.
13 — There is A LOT of work to be done to get to that point but we are working on it.
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