Glia, a new app from California-based start-up Lamid Studios, matches consumers to brands that share their values.
The app assesses users' political and ethical views by polling them on a range of issues from time to time. It might ask whether they think fracking is an "energy boom" or "environmental disaster", for example.
It then feeds the user's profile into an algorithm based on research into the 200 largest businesses in the US, and presents a map of nearby businesses, ranked by compatibility. Users can click for a breakdown of each company's business practices.
The transparency the app provides is likely to prove popular with millennials, who identify more personally and emotionally with brands – half of US millennials aged 18 to 24 believing that the brands they use say something about their values (Boston Consulting Group, 2014).
These apps reflect growing consumer demand for brands that have transparent and responsible business practices. For insights into how brands are responding, see A Greener Clean and Eco-Ethical-Sustainable – part of our Future of The Store Industry Trend.