Selina Donald contributes to a Wall Street Journal sustainability article, offering her insights into brand transparency and consumer trust.

“In order to build consumer trust, brands have to demonstrate transparency and authenticity,” Selina Donald, global sustainability director at Momentum Worldwide, a experiential advertising agency that is part of Interpublic Group of Cos., said in an email. “Evidencing responsibly sourced materials, reducing the amount of packaging, and removing toxic or environmentally damaging ingredients are high on the list for today’s educated consumer.”