Creating brands with purpose: The mainstreaming of Fairtrade
Wieden & Kennedy London
Executive summary
Fair Trade in the UK goes back more than 19 years. The movement sprang from concerned citizens looking for ways to create fairer trading links resulting in a better deal for those at the end of international supply chains. These pioneering consumers and businesses created a social movement which raised awareness of unfair trade and helped create a market for ethical products. In the first decade, the emergence of a single FAIRTRADE Mark and the energy of the social movement combined to create a force of...