Trendwatching.com just released, “Half a Dozen Consumer Trends for 2009.” Number 3 on the list is “Feedback 3.0″ which is all about companies getting fully involved in and even initiating online conversations in an effort to better manage their brands. The idea of Feedback 3.0 is that transparency is going to another level. Companies can’t hide anything, so if they can’t beat ‘em, they’ll have to join ‘em.

Considering this trend consumer goods companies should go beyond just sharing information to making it part and parcel of their marketing campaigns. For instance, reveries.com reported that General Mills is working very hard to find all sorts of ways to cut costs and save margins without affecting the quality of their product. Wouldn’t consumers appreciate knowing that? They’re calling it “holistic margin management.” They shrank the size of cereal boxes while keeping the same serving size. They got rid of multicolored yogurt lids and consolidated purchasing of ingredients. Their efforts saved a reported $12 million a year. At a time when consumers are searching for ways to save money, incorporating this type of information into shopper communications makes a brand feel more human. Consumers will feel like General Mills understands what they’re going through and connect with them on an emotional level. Not to mention the ecological benefits of smaller cardboard cereal boxes or using fewer dyes in producing yogurt lids. These are the types of initiatives that, properly communicated, can engender consumer loyalty to a brand…and it’s not like they won’t find out anyway.