Fair Trade and Design
Fair Trade is all about re-shaping the structure and practices of International Trade, focusing on helping and benefiting the most disadvantaged producers and workers in Third World countries. The idea is to reduce the amount of poverty within these countries and allow the poorest communities to have a more sustainable environment and livelihood. “Northern activists working with producers, labourers and other impoverished sectors of the Global South are using market-based strategies to mobilise consumer awareness in order to bolster incomes and empower Southern producers and workers.” (Raynolds, 2007)
The organisations involved in Fair Trade work alongside businesses, community groups and individuals to help provide better working conditions, secure the rights of the most marginalised farm workers and producers, obtain better prices for them and so try to strengthen their position in the world market. To tackle these developing issues the foundation provides a certification on a product, displaying the Fair Trade mark, which alerts consumers that the minimum requirements in relation to fairness have been met. It is also a sign that the item is a quality Fair Trade product. The foundation encourages demand for fair -trade products, allowing for more producers to sell. To motivate the workers to produce quality crops, they are given a Fair Trade premium, which can only be used for social and economic benefits and is usually put towards farm improvements to increase the produce and the quality.
History
It was just after World War II that the Fair Trade movement began. Small religious community groups in and around Europe were buying handicrafts from poor producers and workers above the market price. This buying to support the needs of poor communities was the starting point of the Fair Trade movement. Poor producers were selling handicrafts directly to consumers. The whole idea grew considerably during the 1960’s and 70’s and many ‘World Shops’ with handicrafts began to appear. By the 1980’s, it attracted more consumer attention until it eventually expanded out to include some food items, such as tea, coffee and cocoa.
The first Fair Trade label was introduced in 1988 and the first Fair Trade coffee from Mexico was put into supermarkets. In the late 1980’s product certification and labelling was initiated. All the alternative Trade Organisations in the Global North and South wanted to increase sales by moving away from just handicraft shops. They planned to advertise food items in major supermarkets and so have more Fair Trade products available for consumers. By the early 1990’s separate trade organisations combined their efforts to work together.
The Fair Trade Foundation in the UK was established in 1992 and the first Fair Trade products were sold in supermarkets in 1994. The Co-operative was the first company in the UK to go Fair Trade. It was established by CAFOD, Christian Aid, Oxfam, Traidcraft and the World Development Movement.
It was in 1997 that the Fair Trade Labelling Organisation International, (FLO) was created. FLO set standards for producers and traders and continues to develop these standards. There was an incredible shift in the Fair Trade movement during this time.
“Fair Trade has emerged as the most important market-based mechanism to improve the lives of producers in developing countries.” (Nicholls, 2005)
Although many alternative Trade Organisations were fading out of the picture due to a decline in handicrafts, there are still some places, around Europe and in Japan which continue to thrive with their alternative Trade Organisations.
“Fair Trade organisations (backed by consumers) are engaged actively in supporting producers, awareness raising and in campaigning for changes in the rules and practice of conventional international trade.” (Long, 2005)
In 2002, FLO introduced a new International Fair Trade Mark. The purpose of the mark was to increase the public’s awareness, alerting them to the organisation’s significance. After the introduction of this mark there was a notable increase in consumer concern about the environmental and social sustainability in third world countries. There is now an ever-growing demand for Fair Trade products in supermarkets, as consumers are becoming increasingly aware of the developing issues in these countries.
Currently, Fair Trade production in Africa is expanding most quickly. It is the top exporter of certified tea, fruits, juices and wine. Since becoming established, the benefits of Fair Trade to producers and workers have been considerable .There has been an increase in countries becoming Fair Trade and there is an incredibly diverse range of certified products in supermarkets. With the current expansion rate, there are now concerns about the increasing growth of production and the ability of the organisation to continue to secure rights of workers as demand rises.
“The growth of large-scale production raises questions about the ability of fair trade to empower workers...” (Long, 2005)
Fair Trade and Design
The general increase in public awareness of the Fair Trade Foundation is directly linked to the organisation’s marketing strategies. In today’s world, there are plenty opportunities to promote and advertise. The internet enables the organisation to promote its aims, provide updated information about what it is doing and keep the public interested in its achievements. TV and magazine advertising are also important ways of promoting its work. Also, schools can apply to become Fair-Trade schools with further raising awareness.
The Fair-trade logo is clearly used to promote food items in supermarkets and attracts consumer attention. The logo itself is instantly recognisable. It is simple, yet eye-catching and is open to individual interpretation. As Fair Trade is a world-wide reputable organisation, consumers don’t doubt the quality of the product and are prepared to pay a little more as they have trust in the organisation and what it stands for. Many products show bold colourful images of the farmers at work, so promoting the value of fair trade. The images and information also try to advertise the natural organic quality of the product, so the consumer automatically assumes the product is produced to a high quality. Often the packaging is appealing to the eye, a further incentive to buy.
The marketing of Fair Trade clothing is perhaps less prominent than the advertising of food items and sales could benefit from a more obvious use of the logo and labelling giving information about production. Stores could do more to distinguish Fair Trade clothing from the non fair- trade items by advertising with signs and posters to attract consumers. Bold and bright advertising to state the aims of Fair Trade and to raise awareness of workers’ economic and social conditions may help to attract consumers to such clothing items in stores. Also, it is important to emphasise the high quality of the goods. Big stores could perhaps do more to promote Fair Trade clothing through in-store advertising, but also through magazines and TV adverts, always clearly displaying the logo and providing information about the production. The use of a celebrity to model clothing could also help to attract consumers.
For a Third World country to become less poor, the production of its goods and services has to be increased.
“If these resources are not available domestically in sufficient quantity, they may be obtained externally, either through official programmes of foreign aid and technical assistance, or through foreign private investment and immigration.” (Cutajar, 1967)
Companies such as ‘People Tree’ are trying to increase the amount of cotton being grown organically by workers. They are hoping to eventually make all their products from organic cotton in the near future. This will increase the demand for more organic cotton being produced and so create more jobs for workers in these under-developed countries. A rise in production within these countries would also mean more income for communities to put towards education, health and other services of need.
Companies like People Tree are trying to promote and advertise a wider market in Fair Trade clothing. More marketing of Fair Trade means more demand on retailers from consumers, directly spreading public awareness of Fair-trade aims. Having a wider range of Fair Trade cotton products on the market will encourage consumers to look and hopefully purchase because the items are organically produced and proceeds benefit poor workers.
‘People Tree’ support 50 Fair Trade producer groups. They carry out programs through which they train workers, improving their skills as well as allowing them time to produce the products by hand, which is rarely done now and can be more appealing to consumers. They also give technical training to increase workers’ efficiency and productivity. During the design process, the People Tree designers always think about the effects on the producers when making decisions. The designers will always choose methods which are more labour intensive and will make sure their designs are going to be beneficial to the workers.
Companies from the developed world working with Fair Trade will directly impact on designs due to cultural aspects. As more companies become Fair Trade, there will be an increase in public awareness and consumer demand for the goods. Farmers’ lives will improve and they will learn new skills.
References
Cutajar, M.Z. and Franks, A., (1967). The Less Developed Countries in World Trade. London: The Overseas Development Institute.
Nicholls, A. and Opal, C., (2005). Fair Trade: Market – driven ethical consumption. London: SAGE
Raynolds, L.T, Murray, D and Wilkinson, J., (2007). Fair Trade, The Challenges Of Transforming Globalization. USA: Routledge
The Fairtrade Foundation, (2010) [online] Available at: http://www.fairtrade.org.uk/ [Accessed 22nd September 2010].
The Fairtrade Foundation, (2010) [online] Available at: http://www.fairtrade.org.uk/what_is_fairtrade/history.aspx [Accessed 22nd September 2010]
The Fairtrade Foundation, (2010) [online] Available at: http://www.fairtrade.org.uk/what_is_fairtrade/fairtrade_foundation.aspx [Accessed 22nd September 2010]
The Fairtrade Foundation, (2010) [online] Available at: http://www.fairtrade.org.uk/resources/films/cotton_cameroon.aspx [Accessed 23rd September 2010]
People Tree, (2010) [online] Available at: http://www.peopletree.co.uk/ [Accessed 1st October 2010]
Shared Earth, [online] Available at: http://www.sharedearth.co.uk/ [Accessed 1st October 2010]
Fry, C., (2007). Cottoning on to a good thing. The Guardian Online, [online] 13 April, Available at: http://www.guardian.co.uk/environment/2007/apr/13/fairtrade.organics [Accessed 1st October 2010]
