fdin fairtrade seminar daventry, 8 july 2010 barbara crowther, director of communications &...
TRANSCRIPT
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% aged18-34More likely to hold post-grad degreeBuy 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 & educationEngaged in social issues, have significantly more trust in Fairtrade (70%). 77% have actively bought Fairtrade in last 6 months
It started in Lancashire….
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“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
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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
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Big Swap as a unifying theme Swapometer as call to action
social media got communities talking
UK 1st: mainstream TV ad
Focus on tea to tell the story: tea dances & PR stunt
Campaigner events & producer tour engage locally
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*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 media Focus 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.
