As we consume exponentially, we feel the need to gain a lost connection to the products we buy. We want to know where they come from, how they were made, how environmentally friendly they are...
It is also a time in history where the customer has never had access to so much information. Customers now know as much, if not more, than the brands trying to sell their products.
A shift has then occurred in which brands are held accountable for the messages they put out.