The Illusion of Choice: Why Knowing What's Behind a Brand Matters
You think you're choosing between dozens of brands at the grocery store. In reality, about 10 companies control almost everything you buy. Here's why that matters—and what you can do about it.
Walk down any supermarket aisle and you'll see an explosion of options. Different packaging, different prices, different promises. It feels like a marketplace of endless choice. But here's the truth: most of what you're seeing is owned by a handful of mega-corporations.
Nestlé alone owns over 2,000 brands—from KitKat and Nescafé to Gerber baby food, Hot Pockets, and even competing bottled water brands like San Pellegrino and Perrier. Procter & Gamble's 65 brands reach 5 billion households across 180 countries. And that "indie" snack brand you discovered? There's a good chance it was quietly acquired by one of these giants years ago.
This isn't inherently bad. But when we don't know who's behind what we buy, we can't make truly informed decisions.
The Trust Gap Is Real
Here's where it gets interesting. According to recent research, there's a massive disconnect between what companies think and what consumers actually feel:
That's a 27-point gap. Companies are overestimating how much we trust them by a significant margin.
And the numbers get more telling. The 2025 Edelman Trust Barometer found that 81% of consumers say a brand must "do what is morally right" to maintain their trust. Another 71% report that trust has become a "buy or boycott" factor in their purchasing decisions.
We're not just buying products anymore. We're buying into values. And we want to know if those values are real.
Marketing Has Become the Product
The average person sees thousands of ads per day. Each one is carefully crafted to create an emotional connection—warmth, nostalgia, aspiration, belonging. And it works.
But here's the problem: only 39% of consumers actually trust advertising in 2025. We're skeptical, yet we're still influenced. We buy the "natural" product without checking what natural means. We choose the "sustainable" option without verifying the claim.
Studies show that 95% of products marketed as "green" contain some form of greenwashing. In 2024, 52% of consumers believed organizations were greenwashing their initiatives—up from 33% the previous year. We're catching on, but we don't always have the tools to verify.
Consider this: 59% of "green" claims made by top European fashion brands were found to be misleading. Shein was fined €1 million by Italian regulators for vague and misleading sustainability claims—all while their actual emissions were increasing.
Marketing tells a story. But the story isn't always true.
Why Ownership Matters
When you know who owns a brand, you unlock critical information:
- Values alignment: Does the parent company's behavior match the brand's messaging? A "sustainable" brand owned by a company with poor environmental practices might not be what it seems.
- Quality consistency: Acquisitions can change formulations, sourcing, and manufacturing. That product you loved might not be the same under new ownership.
- Where your money goes: Supporting a small, independent brand is different from supporting a conglomerate's portfolio company—even if the product looks the same.
- Investment decisions: Understanding ownership structures helps you make informed choices about where to put your money, whether that's your grocery budget or your portfolio.
What You Can Do
Becoming a more aware consumer doesn't require hours of research. Here are practical steps:
1. Question the "indie" aesthetic
Charming packaging and a founder story don't mean independent ownership. Many brands are designed to look small while being backed by massive corporations. A quick search can reveal the real parent company.
2. Look beyond the front label
The front of a package is marketing. The back contains information. Check for parent company names, sourcing information, and specific claims rather than vague terms like "natural" or "eco-friendly."
3. Verify sustainability claims
If a brand claims to be sustainable, look for specifics. What certifications do they have? What are their actual emissions numbers? Vague claims without data are red flags.
4. Follow the money
Understanding who owns what helps you vote with your wallet more effectively. If supporting independent businesses matters to you, verify that the brand is actually independent.
5. Use tools that do the work for you
This is exactly why we built SOLUS DATA. Instead of spending hours researching each brand, you can look up ownership, ingredient information, and verified facts in seconds. No opinions, no bias—just sourced data you can verify yourself.
The Bottom Line
Trust in brands isn't just about liking a product. It's about knowing that what a company says matches what it does. Research shows that 87% of shoppers will pay more for brands they trust—but that trust has to be earned with transparency, not manufactured with marketing.
The good news? Consumer awareness is growing. Regulations are tightening. And tools exist to help you cut through the noise.
The illusion of choice only works if we don't look behind the curtain. Once you start looking, you might be surprised by what you find—and empowered to make choices that actually align with your values.
"Access to factual company information should be simple, fast, and transparent."
That's what we believe at SOLUS DATA. Because informed consumers make better decisions—for themselves and for the market as a whole.
Get early access to SOLUS DATA
Be among the first to cut through marketing hype and know what's really behind the brands you buy.
Free during beta. No spam, ever.
