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Losing sight of why: the fairtrade label debacle

19 July, 2017 Share socially

There does not appear to be anything wrong with the scheme itself, so you have to assume that Sainsbury’s believe switching to “Fairly Traded” is a better solution. From a purely branding perspective, this is a miscalculation. It looks and sounds like obfuscation and a lowering of standards in the pursuit of profit. Being a responsible, ethical and fair 21st century organisation is something most right-minded consumers expect. Whether endorsed through a label or enshrined in its behaviours, this is ‘hygiene factor’ stuff. 

At a time when consumers have lost faith in so many of our institutions, it’s a concern that one of our great brands appears to have lost its heart as well as its head. I would imagine that the it won’t be long before the innovative minds at Aldi and Lidl spot the opportunity.