“We Want Everyone To Get To Know the Activist That Is Hidden in All of Us”
Since its inception in 1994, Fairtrade has worked to educate people about the importance of a fair supply chain. As a consumer, we know that in buying Fairtrade, we are helping to support underpaid farmers in developing countries. In truth, there is so much more to the organisation’s reach and life-changing effect on vulnerable communities, and the planet we all share with them, than we realise: from tackling gender inequality and child labour, to promoting access to education, healthcare, bio-diversity conservation and more.
There are now over 6,000 Fairtrade-certified products available, but as the climate crisis has come to the fore of consumers’ minds, businesses have responded with an influx of sustainability schemes and certification marks. Though this may look like good news on the surface, it only serves to answer half of the problem and creates a much more confusing marketplace that’s oversaturated with choice.
It's a complex place, and some companies are in different stages of their sustainability journey. In-house schemes may be very good and may well be good intentioned, but without independence, it's hard to tell. Fairtrade's certification programme acts independently of the standard-setting side of the organisation, ensuring the quality and credibility of the Fairtrade certification system, and ensures transparency. “It‘s not like marking your own homework,” as Fairtrade’s head of branding and marketing, Laura van de Ven puts it.
In an effort to reclaim and solidify its leadership position and encourage more consumers to choose Fairtrade, the organisation has adopted a five-year plan, launched alongside a dynamic brand refresh delivered by creative agency, 2050 London.
In this interview with LBB’s Sunna Coleman, Fairtrade’s Laura van de Ven joins 2050 London strategy director Ben Tan, managing director Adam Morrison, and creative directors Chiappe and Saunby to find out exactly what this campaign is set out to achieve and how the brand refresh hopes to inspire a worldwide movement.
LBB> For many people, the Fairtrade brand is synonymous with helping farmers earn a fair wage but in reality, Fairtrade is much more than that. What are some of the other pressing global issues that the organisation helps to tackle?
Laura van de Ven, head of brand and marketing, Fairtrade> Fairtrade is more than a brand: it’s a movement. In the past 25 years it has grown to include 1.6 million farmers and workers, 600 certified UK towns, 12 UK universities, and more than 6,000 Fairtrade products which are available to buy in the UK. Fairtrade has evolved beyond certification alone and we have expanded our ways of working with businesses to include large scale interventions and innovative partnerships to further tackle problems in supply chains.
Fair pay, incomes and wages are very important given the number of people and families dependent on this. Unfair trade traps farmers and workers in a cycle of poverty, so they do not earn enough for basic necessities. The subsequent worsening poverty and inequality cause some of the biggest problems the Global South faces today, such as forced migration, civil unrest, deforestation, and malnutrition. Fairtrade fights for fair pay for farmers, with the additional Fairtrade Premium payment on top. Fairtrade’s work covers the three pillars of sustainability: people, planet and profit. Our mission is to connect disadvantaged farmers and workers with consumers, promote fairer trading conditions and empower farmers and workers to combat poverty, strengthen their position, and take more control over their lives.
COVID-19 has highlighted vulnerabilities in supply chains and how crucial key workers (including the farmers and producers who grow bananas, coffee, tea etc.) are in ensuring our stores are fully stocked. There is emerging evidence that thanks to the Fairtrade infrastructure and Premium, Fairtrade farmers have been more resilient to this crisis. Some of the pressing global issues that Fairtrade and its partners hope to achieve include:
- Gender equality/leadership
- Access to education
- Access to healthcare
- Sustainable business practices
- An end to child labour
- Economic resilience
- Climate resilience
- Environmental protection
- Biodiversity
LBB> What wider impact does Fairtrade have on changing vulnerable workers’ lives?
Laura> Fairtrade is still very strongly associated with fairness, fair prices, and people, but not as closely with the ripple effect that this sets off. To put this breadth of impact into perspective, let me tell you a story about Peruvian coffee farmer Hugo and his family. Hugo Guerrero is the youngest son in a coffee farming family in Peru. Hugo’s father, Segundo, chose Fairtrade certification 25 years ago. Thanks to the millions of coffee drinkers around the world choosing Fairtrade coffee, Segundo received the Fairtrade Minimum Price and Fairtrade Premium throughout, an additional sum of money his co-operative can use to benefit the whole community. With this support, he was able to send Hugo to University, changing the course of the family’s life in the process. Upon finishing his education, Hugo returned to his parents’ farm, applying his learnings to help counter the effects of climate change. He also experiments with new seeds and soil management techniques that involve organic fertiliser, and then trains the farmers in his community to adopt these practices too. You can read Hugo’s full story here.
LBB> How has Fairtrade developed and grown over the last decade and what led to the decision to refresh the branding in 2020?
Laura> Fairtrade was set up over 25 years ago for the benefit of farmers with empowerment at its core. But sustainability was not yet strongly on the agenda. Fairtrade therefore had a key role of establishing the need for fair trade. The consumer insight at the time was that people needed to be shown the problems in supply chains in order to act upon them. They had to feel outraged, and empathic to the farmer’s struggles, to really go out of their way to shop at another supermarket to purchase Fairtrade items.
Since the original brands - Green & Black’s, Clipper Tea, Percol and Cafedirect - carried the mark in 1994, Fairtrade has been embraced by UK brands and businesses and today over 6,000 Fairtrade products are available in the UK’s high streets, major retailers, coffee shops, restaurants and independent outlets. Fairtrade has driven up standards for fair and ethical consumerism that shoppers, and particularly millennials who have grown up with Fairtrade, now expect from all businesses.
Over the past decade, we have seen an increasing interest in sustainability from businesses as well as shoppers. We’ve also seen a proliferation of many sustainable brands and schemes (over 460 at the last count), which is undoubtedly causing confusion. Yet despite this high number, global inequality remains incredibly widespread. It’s a scandal that the average cocoa farmer receives only 7% of the value of a chocolate bar, with cocoa farmers in Cote D’Ivoire earning on average just 73p a day. Fairtrade wants to help more farmers get a better deal so they can invest in their families, communities, businesses and environment to develop strong societies, prosperous economies, and environmentally sustainable futures.
Fairtrade is currently the most well-known and trusted independent sustainability scheme. But we need to do more and we can’t do it alone. We want to be a greater, more integrated part of the change that is already happening, as consumers take a more active interest in the source and journey of the products they buy. And we have big dreams. Ahead of our new five-year strategy, we want everyone to get to know the activist that is hidden in all of us. We want to see more commodities sold on Fairtrade terms and more farmers able to have a say over their future. As we grow volumes and solidify our leadership position, it felt as if it was the right time to open people’s eyes to the wider impact they have by choosing Fairtrade. We’re really talking about future-proofing.
LBB> How have Fairtrade and 2050 collaborated to update brand messaging in a way that inspires change?
Laura> Fairtrade and 2050 have worked together to create a new, positive, can-do narrative, which was developed to open people’s eyes to the strength of the global Fairtrade community, and the breadth, scale, and range of impact we can achieve together. Over the next five years, inspiring impact stories will be told through stirring photography, dynamic graphics, and vibrant colours to affirm Fairtrade’s leading position as a people powered engine of change: inspiring the activist that lies dormant in all of us. We are a means, not an end. When you respect and take care of farmers, they in turn will take care of their families, communities, environment, and together we can take care of our shared world. The line ‘choose the world you want’ conveys the power of a global community working towards a common goal, and invites you to join in making positive change happen.
LBB> 2050, what was the creative process like and how did you ensure that the new messaging would have the impact that Fairtrade required?
Ben Tan, strategy director, 2050 London> When we realised the role people wanted Fairtrade to play in their lives, the guys could do their thing knowing they'd make the required impact. Research showed us that most people aren't committed to specific charities or causes, they just want to 'do a bit of good' and they want to feel good about themselves for doing it. Fairtrade is the perfect ethical cheerleader to motivate people to do this. They're a well-loved national treasure - the David Attenborough of purposeful brands. Who wouldn’t welcome David Attenborough making it easy for you to do a bit of good and giving you a metaphorical pat-on-the-back for doing so?
Adam Morrison, managing director, 2050 London> The creative process became a whirlwind. Just as we went into research COVID-19 hit. Suddenly the cultural context changed. Deaths were rising and the Fairtrade supply chain was hit hard. We had to work out how the narrative needed to pivot real-time. What was clear is we had to make more of how Fairtrade connects humanity. In April I was thinking about what will happen to some of the world’s food supply and the workers who provide it. Fairtrade’s interconnected community became so important.
Chiappe, creative director, 2050 London> A reference in the process was Extinction Rebellion. Not for the message, but in terms of their spontaneous, colourful and diverse look. What XR do well is they put co-creation at the heart of the movement. Their collaborations create an amazing tapestry that conveys scale and momentum. We wanted Fairtrade to start resembling a diverse movement. This vibrant and illustrative look appealed in research.
Saunby, creative director, 2050 London> We looked at other big brand refreshes - like Apple and Audi. They returned to philosophies that made them successful originally. Fairtrade was the original to give consumers a conscious choice. Its mark assures we’re making a great choice. As the conscious economy grows and personal values develop for the kind of progress we want to see. We thought it right to reaffirm Fairtrade as THE ethical movement who can really empower a choice to make a difference, in so many ways.
LBB> As an agency that strives to collaborate on projects that have real impact on the world, you must have been delighted at the opportunity to partner with Fairtrade on this new venture. What were your initial reactions to the brief?
Adam> To help an iconic brand that genuinely makes a huge impact is an honour. Initial reaction was - this is exciting and going to be tough to win! The last agency to do this was AMVBBDO. The Fairtrade story is world-changing and up there with the likes of Apple. And what struck us is that Fairtrade creates so much impact that many don’t realise. Climate change mitigation, conservation of biodiversity, female empowerment - all these things aren’t commonly associated. We had to find a fresh way of telling this while staying true to its DNA. How could we create a narrative anyone in the movement could use and make their own?
Chiappe> Like Adam says, it’s iconic. It was cool to work with the original purpose brand. It wasn’t an advertising brief. It was an opportunity to bring a fresh creative energy to its culture. We wanted to present as much disruptive thinking as possible. And in the pitch, we said we’d scare throughout the process. It was great that they embraced this and made it part of their brief.
Saunby> Fairtrade is an unsung hero. It’s just there, doing what it does best. And it is the best. However, more than 400 other certification labels now get in on the action. Yet Fairtrade has the highest standards and principles. Fundamentally we had to help with this. It meant being bolder with what the brand said and how it said it. It’s actually changing the world, this had to be reflected.
Ben> It’s certainly a hero of mine. It’s truly changed the world. Yet, because it’s been around so long, you kind of forget it. And you forget the powerful simplicity of it’s big idea: make the world better by getting everyone to pay a fair price. Fair trade. There is something in that sense of a world-wide people-powered engine of change that I find inspiring and I wanted to get that feeling into the brand.
LBB> As part of a new campaign, stirring portrait photography will be showcased - how did the idea for this come about and what are you hoping to achieve?
Chiappe> Fairtrade works with brilliant photographers capturing the heroic efforts of farmers and activists. We wanted to make the most of this. Overtime Fairtrade’s brilliant in-house team will use portraits alongside vibrant graphics to convey the impacts made by the people in the Fairtrade community. What would be great though is if young artists, illustrators, animators and directors come forwards to join in and help Fairtrade – a bit like Extinction Rebellion. To help tell the story of the ripple effects we can make if we choose Fairtrade.
Saunby> People photography had to be present. If we don’t choose to invest in people, then we won’t see global action on climate change, biodiversity loss and poverty in the world.
LBB> What impact can the average consumer have on global issues when they choose to buy Fairtrade products?
Laura> Choice is a powerful thing – if we use it, and when you choose Fairtrade you choose a range of effects, including fairer incomes, empowerment, gender equality, education, and tackling climate change. You choose the world you want. It really is that simple. To quote Anne-Marie Yao – also known affectionately as Mama Cocoa by the farmers she works with – who is the Regional Cocoa Manager for Fairtrade Africa and sits on the Fairtrade Foundation board, “If you think you’re too small to make a difference, try sleeping with a mosquito.” Together we can make a difference. We drink 2.25 billion cups of coffee a day. If all of this were Fairtrade certified, farmers would earn an additional £5.5million per day to invest in their families, communities, and protecting our shared environment. That’s a difference we can all be part of.
LBB> How else can conscious consumers get more involved in driving positive change?
Laura> There’s a lot we can do. Really take the time to research your favourite brand’s mission and impact. Ask yourself, do they have farmers, workers, and producers at the heart of everything they do? If not, ask your favourite brands to become Fairtrade. You can also:
- Write to your MP
- Set up lectures/events
- Spread the word to friends
- Find your nearest Fairtrade town and help out
- Give: donate or gift a donation
- Buy Fairtrade when and where you can
- Get involved during Fairtrade Fortnight, which runs from the end of February to beginning of March annually
LBB> Having worked so closely with Fairtrade, did you feel moved by anything new you learned during the process, and will you be applying this to your daily lives?
Adam> It’s reinforced the importance of diversity of thought. We worked with so many stakeholders and points of view. The ability to hold multiple ideas in our heads at one time, sometimes conflicting, was challenging but ultimately very rewarding because we got to a richer strategy.
Ben> Well now I know how much good they do, I'm going to be buying more Fairtrade! It also makes me realise the power of designing good into everyday things. We all want to 'do a bit of good', but our lack of ambition usually means we go nowhere with it. Fairtrade makes it easy to act and as a result €7bn a year of global sales supports farmers. It's a good design in every sense.
Saunby> It’s made me reflect on our industry. Maybe we also need to be more collectively disciplined with our principles. Great ideas require real passion and investment. We shouldn’t sell it short for a quick buck, we need to hero the people who uphold the value of great creativity and what it can do. It changes things.
Chiappe> Learning about sustainable farming and the effect this has on ecosystems, has got me thinking more about plants and biodiversity in my life. All life depends on sustaining this.
LBB> How have people reacted to the brand refresh? What has the feedback been like?
Laura> Overwhelmingly positive reviews from audiences. Internally, there’s a lot of excitement about the evolution of the brand. The empowering feel of the new strategy also really shone out of the response we saw from consumers and reinvigorates a brand that is already well loved. Consumer feedback such as: “They do far more for the world than I thought” and, “I hadn’t realised how much difference I could make” shows how ‘choose the world you want’ helps to demonstrate the far-reaching positive impact of choosing Fairtrade. It’s logical when you take the time to think about it, but we want consumers to also be acutely aware of their decision’s impact when they pick up a bag of coffee or a bunch of bananas during their weekly shop. Feedback from the grassroots movement, who have been with us since the beginning, reinforced that this is why Fairtrade was set up and key partners expressed an interest in incorporating our message on impact.
Adam> We work above a pub, and so we often talk to punters and real people about the work. It’s an interesting feedback loop. Everyone likes the idea: ‘choose the world you want.’ And certainly, people feel reinvigorated by the breadth of impact they can choose with Fairtrade.
Ben> Fairtrade has a lot of audiences: staff, shoppers, activists, government, commercial partners, farmers. It's gone down well with them all. At one level, everyone likes the feel-good positivity. On a deeper level, the idea flexes to talk about the specific choices different audiences face for the world they want. So, it's more than just a rallying cry.
LBB> Finally, Laura: how are you hoping to see world issues improve over the next decade and what are the key factors that this relies on?
Laura> I grew up in Sub-Saharan Africa and have seen first-hand the hard decisions that poverty can bring and what it does to communities. But I have also seen how when people are empowered amazing things can happen. Not just one family, but whole communities, spanning generations. Women are leaders, more children have access to an education, planting methods are updated, crops are diversified, reforestation begins, pest outbreaks are controlled, and with time climate change adaptation and resilience can be realised. But none of this will be a universal possibility until trade justice is secured.
At Fairtrade, we know the world has a long way to go and tangible change relies on each of us and the choices in our daily lives. Institutions and companies – particularly long-established ones – don’t tend to change themselves. It’s the public who must force the pace. To get there, some of the key things we need to achieve are:
- De-colonised trade
- Gender equality in global trade
- Full transparency in supply chains
- Climate change adaptation
- Living incomes for all farmers and producers
I invite consumers to empower change through their choices. To choose the world you want.
To find out more and discover how you can help make a difference, please head to: https://www.fairtrade.org.uk/#get-involved-hp
