Hudson Davis-Ross’s favorite reverse-osmosis water filtration system at a glance:
Best at-home water filtration system: Waterdrop 800 GPD Tankless Reverse Osmosis System, $849.00 at Amazon
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Best at-home water filtration system: Waterdrop 800 GPD Tankless Reverse Osmosis System, $849.00 at Amazon
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For Davis-Ross, trust is built through the full experience a brand creates over one single claim or feature.
“There isn’t really one thing,” he says. “It’s kind of like what people say, death by a thousand cuts, where it’s constant iterations.”
That can include everything from how clearly a product is presented to whether it feels approachable, easy to understand, and use.
“Approachability, I think, is actually a really big part of trust,” he says. “It doesn’t need to feel so clinical. Actually, when it feels simple is when trust can be created between a consumer and the product, because it doesn’t feel like something they don’t understand.”
Even something as simple as opening the package can shape how a customer feels about the brand.
“How you touch and feel the packaging is really important,” Davis-Ross says. “Even the tear notch, when you’re tearing a pouch open, if it’s funky or finicky, and that’s your first tactile experience, that is not an ideal experience for the customer.”
The right certifications can help show that a product is being made according to recognized standards. It is always important to do your own fact checking and see what certifications a product needs to be on the market.
Davis-Ross looks for these signals when evaluating wellness products and applies the same thinking to Plant People.
“In the supplement space in particular, for me, I always want to make sure that the supplement company or wellness product is cGMP certified. It’s good manufacturing practices.”
Also, he adds, “NSF is a great certification body.”
Third-party testing gives shoppers another layer of reassurance by bringing in an outside organization to verify a product rather than relying only on the brand or manufacturer.
“I always ask for third-party testing to make sure that it’s not the manufacturer testing,” Davis-Ross says. “It’s actually a third party making sure what’s in it is in it.”
Trust also depends on whether a product delivers a consistent experience each time you use it.
“I think long-term trust really comes from consistency,” he says.
That can be especially challenging when brands work with natural ingredients, like his own, which may vary from crop to crop.
“When you’re using natural ingredients, the better part of natural ingredients is that they’re natural, but the worst part is every crop of a certain ingredient, of saffron, for example, isn’t going to be as efficacious as the prior crop,” Davis-Ross says. “In supplements, you just have to make sure that you’re streamlining for consistency.”
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