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Meet the movement making companies show you what they're made of.

Ingredient transparency: It's about a lot more than chemicals in yoga mats.

Meet the movement making companies show you what they're made of.
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Seventh Generation

Do you remember hearing something about Subway and yoga mats back in 2014?

It's the kind of story that really stands out. In January 2014, health blogger Vani Hari wrote about her discovery that the bread used in Subway’s iconic sandwiches contained a scary-sounding chemical named azodicarbonamide.


Yoga mat: It's what's for dinner. Image by iStock.

Azodicarbonamide is used in commercial bread-making as a dough conditioner, helping to keep bread soft and spongy. It’s also used in some decidedly inedible consumer products — most famously, yoga mats.

Hari’s spark caught fire quickly. Her online petition gathered 50,000 signatures and lots of media attention. A few weeks later, a report titled "500 Ways to Eat a Yoga Mat" came out, showing the more than 400 supermarket bread products also containing azodicarbonamide. The outrage grew, and within a few weeks, Subway caved to pressure, announcing it was permanently removing the "yoga mat" chemical from its bread recipe.

Up next: getting the dog to nama-stay on his own yoga mat.

Interestingly, there is no evidence that azodicarbonamide as a food additive is harmful to human health.

A 1999 World Health Organization report on its effects found almost no effects to animals, except in massive doses. In human subjects, there’s no conclusive data, so the U.S. Food and Drug Administration allows its use as an additive in cereal flour and bread-making, along with thousands of other common products.

In the end, all the research in the world wouldn't have mattered. It really boils down to trust and transparency.

Although azodicarbonamide doesn't seem to be harmful, the public believed it was. People felt there was no way to know or agree to the chemicals being put in their food and that Subway was concealing something from them. The only option for Subway to regain consumer trust was to remove the ingredient.

Stories like this seem to happen all the time.

A consumer notices something strange about a particular ingredient in a common product. Companies assure us it's completely safe, but the public doesn't trust them and remains concerned. Eventually the pressure mounts until the company comes up with some fix to regain consumer trust. It's happened before, with "pink slime" in menu items at fast food restaurants, wood pulp in shredded cheese, and formaldehyde-releasing chemicals in makeup and cleansers.

And although those things might be technically "safe," it's clear consumers want to be a part of that decision-making process to select what goes in their food, cleaners, makeup, and other products.

This kitten doesn't know what he doesn't know — but he knows he doesn't like it.

It's clear the public wants to be more knowledgeable about what is in their products and how they are made. But currently, it can be really hard to find that information.

Ordinary people demanding transparency from the products in their lives is a fast-growing movement. To understand why and what they want, I looked to one of the most visible names of the transparency movement — the Environmental Working Group.

The Environmental Working Group, or EWG, knows firsthand how crucial consumer trust is.

Protecting children is a big driver for people in the ingredient transparency movement. Image by iStock.

Started 22 years ago by founders Ken Cook and Richard Wiles, the EWG initially focused its energy on researching the impacts of pesticides on children. But after learning more about pollutants in other areas of modern life, they expanded their efforts to include food, cosmetics, household cleaners — even tap water.

The EWG maintains massive and hyper-detailed databases of products available in the United States. Their food database — containing ingredient lists for most commercially-available foods — is what allowed them to quickly turn around the 500 Ways to Eat a Yoga Mat report. Their world-famous cosmetics database Skin Deep, is so influential that, according to the EWG Deputy Director of Research Nneka Leiba, companies have begun to reformulate their products in order to omit potentially-dangerous ingredients and get higher ratings.

Leiba explains the ingredient transparency movement using body lotion as a symbol of the deep trust consumers place in companies.

"Our relationship with our body lotions is extremely personal. We bring it into our homes, use it twice a day. Over time, it becomes an extension of our personal identity. Our trust in the safety of this lotion is extended to the company that makes it. They can choose to strengthen that with honesty and transparency. Or they can break it by doing the opposite."

In the last five years, massive corporations, including Mars, Kraft, Kellogg's, and Campbell Soup, have voluntarily opened up about the ingredients in their products and removed ones considered unsafe.

When S.C. Johnson & Son Chairman and CEO Fisk Johnson announced his company would disclose everything in their fragrances — an ingredient category protected by government regulation as "trade secrets" — he promised complete openness: "Transparency doesn't mean cherry-picking which things to share and which things to hide. It means opening the door and letting people see what you’re made of."

There are, of course, plenty of financial incentives for companies embracing ingredient transparency.

The market for natural products is continuing to expand every year. Companies selling products with very few ingredients are channeling consumer distrust into constructive purchases they feel good about and feel safe about bringing into their home. It's a growing world of products — encompassing everything from organic food to natural cosmetics to household cleaners to clothes — that's likely to get even bigger as millennials start having families and flex even more of their buying muscle.

The much sought-after millennial consumer in its natural habitat. Image by iStock.

"Consumers are demanding change, voting with their wallets and saying they won’t buy products with ingredients they don't trust," said Leiba. "So large companies like Revlon, Johnson & Johnson, and Proctor & Gamble are removing phthalates, parabens, and formaldehyde-releasing additives from their products — and then advertising it as a point of pride."

Ultimately, the ingredient transparency movement is about trust — and consumers only have a finite amount of it.

The more companies treat the people who buy their products with respect, honesty, and inclusiveness, the more likely consumers are to take them at their word.

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2020 was difficult (to say the least). The year was full of life changes, losses, and lessons as we learned to navigate the "new normal." You may have questions about what the changes and challenges of 2020 mean for your taxes. That's where TurboTax Live comes in, making it easy to connect with real tax experts to help with your taxes – or even do them for you, start to finish.

Not only has TurboTax Live helped millions of people get their taxes done right, but this year they've also celebrated people who uplifted their communities during a difficult time by surprising them with "little lifts" to help out even more.

Here are a few of their stories:


Julz, hairdresser and salon owner

"As a hairdresser and salon owner, 2020 was extremely challenging," says Julz. "Being a hairdresser has historically been a recession-proof industry, but we've never faced global shut down due to health risk, or pandemic, not in my lifetime. And for the first time, hairdressers didn't have job security."

Julz had to shut down her salon and go on unemployment benefits for the first time. She also had to figure out how she was going to support herself, her staff and her business during this difficult time. But many other beauty industry professionals didn't have access to the resources they needed, so Julz decided to help.

"My business partner and I began teaching basic financial literacy to other beauty industry professionals," she says. "Transitioning our business from behind the chair to an online academy was a challenge we tackled head-on so that we could move hairdressers into this new space of education, and create a more accessible curriculum to better serve our industry.

Julz connected with a TurboTax Live expert who helped her understand how unemployment affected her taxes and gave her guidance on filing quarterly estimated taxes for her small business. "I was terrified to sit at a computer and tackle this mess of receipts," Julz says, so "it was great to have some virtual handholding to walk me through each question."

In addition to giving Julz the personalized tax advice she needed, TurboTax Live surprised her with a "little lift" that empowered her to help even more beauty professionals. "When my tax expert Diana surprised me with a little lift, I was moved to tears," says Julz. "With that little lift, I was able to establish a scholarship fund to help get other hairdressers the education they deserve."


Alana, new mom

Alana welcomed her first child in 2020. "I think my biggest challenge was figuring out how to be a mom, with no guidance," she says. "My original plan was to have my mom by my side, teaching me the ropes, but because of COVID, she wasn't able to come out here."

She was also without a job for most of 2020 and struggled to find something new.

So, Alana took it as a sign: she decided to launch her own business so she could support her new baby, and that's exactly what she did. She started a feel-good company that specializes in creating affirmation card decks — and she's currently in the process of starting a second, video-editing business.

TurboTax Live answered Alana's questions about her taxes and gave her some much-needed advice as she prepared to launch her businesses. Thanks to their "little lift," they provided her with a little emotional support too.

"I got my mom a plane ticket to finally [have her] meet [my daughter] for her first birthday," Alana says. "I was also able to get a new computer," which helped her invest in her new business and work on her video editing skills. "It's helped my family and me so much," she says.


Michael, science teacher

When schools shut down across the country last year, Michael had to learn how to adapt to a virtual classroom.

"As a teacher, I had to completely revamp everything," he says, so that he could keep his students engaged while teaching online. "At the beginning, it was a nightmare because I had no idea. I had to go from A-Z within a couple of weeks."

Michael's TurboTax Live expert answered his questions about how working from home affected his taxes and helped him uncover surprising tax deductions. To top it all off, his expert surprised him with brand new science equipment and supplies, which allowed him to create an entire line of classes on YouTube, TikTok, Instagram, and Facebook. "Now I can truly potentially reach millions of children with my lessons," he says. "I would never have taken that leap if not for the little lift from TurboTax Live."



Ricky, motivational youth speaker

As a motivational speaker, Ricky was used to doing his job in person, but, he says, "when COVID-19 hit, it altered my ability to travel and visit schools in person [because] schools moved to fully virtual or hybrid models."

He knew he had to pivot — so he began offering small virtual group workshops for student leadership groups at middle and high schools.

"This allowed me to work with student leaders to plan how they would continue making a positive impact on their school community," he says. He wasn't sure how being remote would affect his taxes, but TurboTax Live Self-Employed gave him the advice and answers that he needed to keep more money in his pocket at tax time — and the little lift he received from them has helped him serve even more students.

"[It] has been a major blessing," he says "There will be multiple schools and student groups from across the country that I can hold leadership workshops with to empower them with the tools to be inspirational leaders in their school, community, and world."

Plus, he says, it was great knowing he had an expert to help him figure out how being remote affected his taxes. "I felt confident and assured in the process of filing my taxes knowing I had an expert working with me, says Ricky. "There were things my expert knew that I would not have considered when filing on my own."

Filing your taxes doesn't have to be intimidating, especially after a year like 2020. TurboTax Live experts can give you the "little lift" you need to get your taxes done. File with the help of an expert or let an expert file for you! Go to TurboTax Live to get started.

President Biden's first address to Congress on Wednesday night covered a number of topics: COVID-19, the war in Afghanistan, climate change, healthcare, taxes and more. But it was a personal comment to America's transgender community that might have been the most powerful moment of the night.

Transgender Americans continue to be one of the most openly discriminated against communities in America. Since Biden's election, a number of states have proposed bills that would restrict the rights of transgender citizens, including children.

Some leaders have bravely stood up for the rights of our most vulnerable citizens. For example, North Dakota's Republican Gov. Doug Burgum recently vetoed a bill that would have banned trans girls from competing in sports.

"To all the transgender Americans watching at home, especially the young people who are so brave, I want you to know that your president has your back," Biden told Congress in his call for passage of the Equality Act.


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True

2020 was difficult (to say the least). The year was full of life changes, losses, and lessons as we learned to navigate the "new normal." You may have questions about what the changes and challenges of 2020 mean for your taxes. That's where TurboTax Live comes in, making it easy to connect with real tax experts to help with your taxes – or even do them for you, start to finish.

Not only has TurboTax Live helped millions of people get their taxes done right, but this year they've also celebrated people who uplifted their communities during a difficult time by surprising them with "little lifts" to help out even more.

Here are a few of their stories:


Julz, hairdresser and salon owner

"As a hairdresser and salon owner, 2020 was extremely challenging," says Julz. "Being a hairdresser has historically been a recession-proof industry, but we've never faced global shut down due to health risk, or pandemic, not in my lifetime. And for the first time, hairdressers didn't have job security."

Julz had to shut down her salon and go on unemployment benefits for the first time. She also had to figure out how she was going to support herself, her staff and her business during this difficult time. But many other beauty industry professionals didn't have access to the resources they needed, so Julz decided to help.

"My business partner and I began teaching basic financial literacy to other beauty industry professionals," she says. "Transitioning our business from behind the chair to an online academy was a challenge we tackled head-on so that we could move hairdressers into this new space of education, and create a more accessible curriculum to better serve our industry.

Julz connected with a TurboTax Live expert who helped her understand how unemployment affected her taxes and gave her guidance on filing quarterly estimated taxes for her small business. "I was terrified to sit at a computer and tackle this mess of receipts," Julz says, so "it was great to have some virtual handholding to walk me through each question."

In addition to giving Julz the personalized tax advice she needed, TurboTax Live surprised her with a "little lift" that empowered her to help even more beauty professionals. "When my tax expert Diana surprised me with a little lift, I was moved to tears," says Julz. "With that little lift, I was able to establish a scholarship fund to help get other hairdressers the education they deserve."


Alana, new mom

Alana welcomed her first child in 2020. "I think my biggest challenge was figuring out how to be a mom, with no guidance," she says. "My original plan was to have my mom by my side, teaching me the ropes, but because of COVID, she wasn't able to come out here."

She was also without a job for most of 2020 and struggled to find something new.

So, Alana took it as a sign: she decided to launch her own business so she could support her new baby, and that's exactly what she did. She started a feel-good company that specializes in creating affirmation card decks — and she's currently in the process of starting a second, video-editing business.

TurboTax Live answered Alana's questions about her taxes and gave her some much-needed advice as she prepared to launch her businesses. Thanks to their "little lift," they provided her with a little emotional support too.

"I got my mom a plane ticket to finally [have her] meet [my daughter] for her first birthday," Alana says. "I was also able to get a new computer," which helped her invest in her new business and work on her video editing skills. "It's helped my family and me so much," she says.


Michael, science teacher

When schools shut down across the country last year, Michael had to learn how to adapt to a virtual classroom.

"As a teacher, I had to completely revamp everything," he says, so that he could keep his students engaged while teaching online. "At the beginning, it was a nightmare because I had no idea. I had to go from A-Z within a couple of weeks."

Michael's TurboTax Live expert answered his questions about how working from home affected his taxes and helped him uncover surprising tax deductions. To top it all off, his expert surprised him with brand new science equipment and supplies, which allowed him to create an entire line of classes on YouTube, TikTok, Instagram, and Facebook. "Now I can truly potentially reach millions of children with my lessons," he says. "I would never have taken that leap if not for the little lift from TurboTax Live."



Ricky, motivational youth speaker

As a motivational speaker, Ricky was used to doing his job in person, but, he says, "when COVID-19 hit, it altered my ability to travel and visit schools in person [because] schools moved to fully virtual or hybrid models."

He knew he had to pivot — so he began offering small virtual group workshops for student leadership groups at middle and high schools.

"This allowed me to work with student leaders to plan how they would continue making a positive impact on their school community," he says. He wasn't sure how being remote would affect his taxes, but TurboTax Live Self-Employed gave him the advice and answers that he needed to keep more money in his pocket at tax time — and the little lift he received from them has helped him serve even more students.

"[It] has been a major blessing," he says "There will be multiple schools and student groups from across the country that I can hold leadership workshops with to empower them with the tools to be inspirational leaders in their school, community, and world."

Plus, he says, it was great knowing he had an expert to help him figure out how being remote affected his taxes. "I felt confident and assured in the process of filing my taxes knowing I had an expert working with me, says Ricky. "There were things my expert knew that I would not have considered when filing on my own."

Filing your taxes doesn't have to be intimidating, especially after a year like 2020. TurboTax Live experts can give you the "little lift" you need to get your taxes done. File with the help of an expert or let an expert file for you! Go to TurboTax Live to get started.