Recorded Tue, May 8, 2–3pm ET | 11–12pm PT

Product transparency is causing information anxiety.

"Information anxiety is the human cost of information overload. It is produced by the ever-widening gap between what we understand and what we think we should understand. It is the black hole between data and knowledge, and what happens when information doesn't tell us what we want or need to know. Raw data can be information, but unless it can be made to inform, it has no inherent value. It must be imbued with form and applied to become meaningful information. Yet, in our information-hungry era, data is often allowed to masquerade as information."

– Richard Saul Wurman, acclaimed architect, TED conference founder, author of Information Anxiety, defined the discipline of information architecture

Information architecture focuses on organizing, structuring, and labeling content in an effective and sustainable way.

The goal is to help users find information and complete tasks. To do this, you need to understand how the pieces fit together to create the larger picture, how items relate to each other within the system.

It's going to take more than a product database to bring product transparency to the mainstream.

Just finding product data isn’t enough to get greener and healthier products selected and specified. Our research shows AECs say the greatest challenge to selecting and specifying products with transparency information is not that they can't find products, it is equally because it is difficult to understand what the disclosures mean to inform decisions.

We make brands and their products findable, turn product transparency data into information and make it actionable.

As an educational marketing and customer service solution, our goal is to educate the market and to help manufacturers and AECs make better-informed decisions to get higher-performing products specified.

Michael Heinsdorf PE, LEED AP, CDT VP Business Development, Avitru Moderator	Terry Swack Founder/CEO, Sustainable Minds Presenter

Join us to learn about:

• The SM Transparency Catalog's information architecture
• How AECs can use the Catalog to communicate with manufacturers
• How manufacturers can use the Catalog to communicate with AECs
• What Avitru and Sustainable Minds are doing together
• How solution providers' business models inform their product development

transparencycatalog.com
Find all the brands investing in product transparency, free to use, no login

Avitru (formerly ARCOM) and Sustainable Minds are making it easier for building professionals, and your employees & partners to find, understand, select and specify products to construct higher-performing, greener & healthier buildings. The result will have a tremendous impact on how decisions about building products get made.

Read CEO Jim Contardi’s post:
MasterSpec as a Trusted Resource: We’ve Got Your Back

Avitru and Sustainable Minds share the same user privacy and data usage policies. Just one of the reasons we've partnered to bring product transparency to the mainstream.