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FDIN Fairtrade Seminar Daventry, 8 July 2010 Barbara Crowther, Director of Communications & Policy. Overview. Fairtrade and the consumer – further insight Beyond a label – Fairtrade as a social movement What is the political context for Fairtrade?
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FDIN Fairtrade Seminar Daventry, 8 July 2010 Barbara Crowther, Director of Communications & Policy
Overview • Fairtrade and the consumer – further insight • Beyond a label – Fairtrade as a social movement • What is the political context for Fairtrade? • What impact is Fairtrade having on the ground? • Next steps in marketing and communications
Challenges facing the world *”Concerned” includes 4+5 on a scale of 1 to 5, where 5 is "Very concerned" and 1 is "Not at all concerned." Q1t. Thinking of all of the challenges facing the world today, how concerned are you with each of the following issues?
Importance of companies to… *Important includes 4+5 on a scale of 1 to 5, where 5 is "Very important" and 1 is "Not at all important." Q2t. When companies are dealing with poor countries, how important do you think it is for these companies and their suppliers to…
Fairtrade: top-of-mind ethical label Unprompted, Combined Mentions, 2010 When asked about ethical / environmental labels on products, Fairtrade was mentioned spontaneously by 32% of people. Globescan Results, based on 1,500 adult respondents, online, January 2010
High level of trust Level of Trust in the Tested Labels, 2008–2010 The white space in this chart represents "Not sure."
Consistent brand message What Does the Term Fairtrade Certified Mean to You, Unprompted, 2008–2010
Reasons to purchase Reasons Why Fairtrade Label Makes Consumers More Likely to Buy Brands, Unprompted, Combined Mentions, 2010
Barriers to purchase Reasons for Not Buying Fairtrade More Often, Combined Mentions, 2010
Our targets: enthusiasts Consumer Segmentation 2010 • Active Enthusiasts • 64% male, 49% aged18-34 • More likely to hold post-grad degree • Buy Fairtrade most often, most willing to pay more for Fairtrade, 67% punish companies for not being socially responsible • Mainstream Enthusiasts • 53% female, 64% married • Average incomes & education • Engaged in social issues, have significantly more trust in Fairtrade (70%). 77% have actively bought Fairtrade in last 6 months Note: Position of segments is approximate.
It started in Lancashire…. “The beacon that has started in Garstang can spread like wildfire through the whole country” George Foulkes – then DFID Under Secretary of State, June 2000
Grassroots Social Movement • 482 Fairtrade Towns in UK • 122 Fairtrade Universities and Colleges • Over 6,250 Fairtrade faith groups (Christian, Jewish, Muslim, Hindu, Bahai) • 4,250 schools signed up to the Fairtrade School Scheme, 393 with status
Global Campaigns movement 831 Fairtrade Towns globally in 19 countries
Political momentum • Broad cross party support • Government 2009 White Paper announced ambition to scale up support to Fairtrade fourfold and promote fair trade procurement • Partnership Agreement with DFID • Conservative ‘Green Paper’ on international development is ‘enthusiastic about the achievements and future potential of the Fair Trade movement’ as a way for consumers to: ‘send a voluntary signal, through the market, about the conditions in which they want their goods to be produced’.
Fairtrade Fortnight Big Swap as a unifying theme Swapometer as call to action UK 1st: mainstream TV ad social media got communities talking Campaigner events & producer tour engage locally Focus on tea to tell the story: tea dances & PR stunt
Fortnight 2010 results • Awareness of FAIRTRADE mark 74%, understanding 64% • Awareness of Fortnight now at 49% - nearly 30 million people* • Media coverage worth £8m AVE - national TV, papers and magazines • On-line social media – top-trending topic on Twitter • Grassroots campaigners organise 12K local events around the country Mainstream media Focus on tea to tell the story *TNS Omnibus February 2010 vs. March 2009
Future plans • Beyond Fairtrade Fortnight to year-round marketing with multiple activity peaks • Ongoing engagement with consumers on-line via social media, promotional opportunities • Communicating producer impact – from occasional snapshots to connecting consumers into ongoing stories and dialogue • Harmonising our global brand – creating cross-market opportunities and joint campaigns • Take Fairtrade Fortnight to new heights
Improving Income “Fairtrade has put money into the hands of women to meet our children’s needs. We can buy pens and notebooks so they can go to school. We have bought seeds and fertiliser to grow vegetables and improve our family’s diet.” Sira Souko, cotton grower Batimakana, Mali
Empowerment and Democracy “Women now join in the decision making. The women are now involved in the harvest and decisions about production and conservation. We were part of the decision to build a new school.” Bamakan Souko, Dougourakoroni, Mali.
