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

Q1t. Thinking of all of the challenges facing the world today, how concerned are you with each of the following issues? *”Concerned” includes 4+5 on a scale of 1 to 5, where 5 is "Very concerned" and 1 is "Not at all concerned." Challenges facing the world

*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… Importance of companies to…

When asked about ethical / environmental labels on products, Fairtrade was mentioned spontaneously by 32% of people. Unprompted, Combined Mentions, 2010 Fairtrade: top-of-mind ethical label Globescan Results, based on 1,500 adult respondents, online, January 2010

Level of Trust in the Tested Labels, 2008–2010 The white space in this chart represents "Not sure." High level of trust

What Does the Term Fairtrade Certified Mean to You, Unprompted, 2008–2010 Consistent brand message

Reasons Why Fairtrade Label Makes Consumers More Likely to Buy Brands, Unprompted, Combined Mentions, 2010 Reasons to purchase

Reasons for Not Buying Fairtrade More Often, Combined Mentions, 2010 Barriers to purchase

Consumer Segmentation 2010 Note: Position of segments is approximate. Our targets: enthusiasts 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

It started in Lancashire…. 11 “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

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Global Campaigns movement 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 16 Big Swap as a unifying themeSwapometer as call to action social media got communities talking UK 1 st : mainstream TV ad Focus on tea to tell the story: tea dances & PR stunt Campaigner events & producer tour engage locally

17 *TNS Omnibus February 2010 vs. March 2009  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 mediaFocus on tea to tell the story Fortnight 2010 results

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

Communicating our impact

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

Strengthening communities

Health and education

Quality improvements

Diversification opportunities

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.

Thank You