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As consumers become more discerning about where they spend their money, they’re increasingly interested in learning more about the entire supply chain. Companies like the online fashion retailer Everlane are promoting “radical transparency” in their supply and manufacturing process. Small businesses have a built-in advantage when it comes to transparency, because when you’re not a huge corporate entity, your processes and organizational structure should by definition be a lot more simple and straightforward. If you’re proud of where you source your products and how your manufacturing process works, share that with your customers.