Blair Smith
February 22, 2012
CMC 400
Literature Review
Shopping for Activism
Recently, fair trade logos and lingo have been popping up everywhere. From
seeing the certification stamps at some of our favorite stores to hearing people talk
about organic produce. As well as fair trade being on the rise, there is also a climb in
the amount of socially responsible products on the market. Toms Shoes, a wellknown socially responsible company, bases its whole operation on being an ethical
company. Toms Shoes’, stands for Tomorrow’s shoes, principle mission is to give a
pair of shoes to a child in need for every one sold. In the initial year, 2006, Toms
Shoes sold over 10,000 pairs. Every year since, this company has been exploding. Its
impressive list of retailers includes: Nordstrom, Neiman Marcus, Urban Outfitters,
Whole Foods, and many more. (Mycoskie 2011) From the impressive numbers of
just this one company, clearly, consumers are presenting a demand for these
products and in return, companies are supplying them.
FINE, an umbrella organization that links major fair trade contributors like:
the World Fair Trade Organization (WFTO) and the Fair Trade Labeling
Organization (FLO), defines fair trade as: “a trading partnership, based on dialogue,
transparency and respect, that seeks greater equity in international trade. It
contributes to sustainable development by offering better trading conditions to, and
securing the rights of, disadvantaged producers and workers, especially in the
South” (Spitzer 2011). Fair trade essentially functions as a challenge to the
conventional market economics. (Walton 2012)
The emergence of corporate licenses into the fair trade atmosphere has
increased the variety, volume, and visibility of fair trade products in the
marketplace. The recent dramatic growth of fair trade sales in the United States can
be credited to increased fair trade practices by corporate licenses as well as by
consumer pressure. If a consumer wishes to purchase fair trade, he or she now has
many options. A fair trade coffee can be bought from a local café, or even from a
Starbucks around the corner. Starbucks, a global well-known coffee corporation,
entered the Transfair USA system in 2000. At this point, roughly 1% of its purchases
were at fair trade terms. The partnership that Transfair USA now has with Starbucks
blurs the line between regulated and regulator as well as raises questions regarding
the certification process and the certifier’s ability to remain strict and independent.
Even though such a small percentage of its products are fair trade; Starbucks still
has the stamp of approval as being fair trade certified. This company has been
hassled in the past because of their previous unfair practices. Because of the
consumer pressure, this is a step in the right direction, even if it is only 1% fair
trade. On the other hand, Equal Exchange, a well-known fair trade company that has
been supporting small farmer co-ops as well as use sustainable farming methods, is
proud to say that 100% of their products are fair trade. Their products are now
being sold at more and more retailers making it more accessible to the socially
conscious consumer. Whether it is 1% or 100%, every little bit counts and as long as
each company is always progressing in the more ethical direction; progress is being
made.
Buying fair trade products is not the only way that a socially responsible
consumer shops. Everything from a person’s shoes to their top can be bought
responsibly. Corporate social responsibility is a term that has been popping up
everywhere recently. Mohr, Webb, and Harris (2012) discuss the theories of Dr.
Archie B. Carroll, a professor who specializes in nonprofit management at the Terry
College of Business, regarding the dimensions of corporate social responsibility. He
suggests that the four main responsibilities of a company include: economic, legal,
ethical, and philanthropic. The socially responsible companies that follow these
dimensions are guided through the societal marketing concept. According to Mohr,
Webb, and Harris, the societal marketing concept is “doing business in a way that
maintains or improves both the customer’s and society’s well-being” (Mohr et al.
2012). In order for a company to be termed a socially responsible company, the
company must look beyond short-term profitability. Companies can then in turn
have the benefit of long-term economic success because it chooses to act with
socially ethical behavior. “The dimensions of CSR [Corporate social responsibility],
while not included in the definition, specify important areas of responsibility, such
as obeying laws and ethical norms, treating employees fairly, protecting the
environment, and contributing to charities” (Mohr et al. 2012). These areas all help
to promote a better global society. The companies that are coined socially
responsible look beyond merely profits and continue to look at the bigger picture.
Recently, there has been a major rise in these sorts of companies; which makes
these types of products extremely accessible to socially conscious consumers.
“Supply will inevitably follow demand and thus projects such as Fair Trade
have arisen. In other words, Fair Trade is a project generated by a demand for
ethically labeled goods” (Walton 2012). Who are these consumers that are
presenting this demand? A socially conscious consumer is someone that has come to
the realization that every purchase can have an effect on the world around them.
“People’s fears are channeled into one set of neoliberal solutions. The individual is
burdened with an overwhelming, rather than partial responsibility for change- what
Foucauldians [Michel Foucault] call “responsibilization” (Mukherjee and BanetWeiser 2012). Whether it is in terms of punishing companies that have unfair
practices or rewarding companies that pride themselves on their implications on
society as well as looking into the environmental influence; consumers feel a sense
of responsibility to the world around them. The socially conscious consumer seeks
to aid in the establishment of justice in the global market. This can be done by
buying fair trade coffee where the labor and farming practices are known, to filling
your wardrobe with clothes from stores like American Apparel, that pride
themselves on being sweat-shop free and made right here in America. These types
of companies know their target consumers; and whether it is for marketing
purposes or simply to be ethical, these companies fill the demand for these sorts of
products.
These types of fair trade practices and socially responsible products have
given average people the opportunity to become activists. According to the book,
“Commodity Activism” written by Roopali Mukherjee and Sarah Banet-Weiser, “In
2003 the average American bought fifty-seven pieces of clothing whereas in 1991 he
or she bought thirty-four” (2012). This trend shows that Americans are consuming
more year after year. If people are shopping anyway, why not put that shopping to
good use? Time magazine, in 2006, designated “YOU” as person of the year. The
magazine argued that with the aid of social networking sites, “community and
collaboration” had emerged on a “scale never seen before” (Mukherjee et al. 2012).
This emerging sense of community has the power to make change in our world.
Ethical consumers are the initiators of this movement towards a more just market.
Companies can only do so much; it is ultimately up to the consumer to decide
whether or not to support these socially conscious companies.
This leads in to the marketing of these brands. “Social marketing is about
inspiring community-wide behavioral or ideological shifts, as well as changes in
popular behavior in order to motivate individual action and social change and in
some cases to influence public policy” (Mukherjee et al. 2012). A successful
company knows that in order to sustain and grow; the company needs to build a
relationship with the consumer. By building these successful relationships
consumers then in return feel an emotional tie to the brand. Once this emotional tie
is set in place, a marketing pattern can unravel on its own through the consumer.
Consumers become advocates for the brand because they feel this deep emotional
connection. Advertising for fair trade products and socially responsible companies
such as, American Apparel and Toms, is almost nonexistent. These companies rely
on their trusted “regulars” to spread the word. According to Commodity Activism,
“within current branding practices, consumers’ behavior, relationships, bodies, and
selves become ‘both the object and the medium of brand activity’” (Mukherjee et al.
2012). This shows that these brands trust their customers to be fully satisfied with
their products that they feel one with the brand and continue to become the
medium in which that brand markets itself. By looking at the popularity of these
companies, clearly we can see that these “regulars” do indeed spread the word.
Loyal customers to these brands “not only buy but also “live through” the brand,
contributing directly to processes of social production” (Mukherjee et al. 2012).
Fair trade and socially responsible companies have blossomed in part as a
response to “contemporary globalisation trends, which have created a consumerist
mentality demanding products offering certain ethical guarantees” (Walton 2010).
Whether it be because of a company’s own wishes for more ethical practices or
because of consumer pressure; fair trade and socially responsible companies are on
the rise. From the current trends, it looks like these sorts of companies are going to
continue to gain supportive and loyal followers, which will ultimately end in more
success. “Some people are born into privilege. But privilege is relative. And what
we’ve really been given is a responsibility to give back – human to human”
(Mukherjee et al. 2012). Consumers are currently feeling that responsibility, and are
making any effort possible to give back; whether it be buying fair trade products,
shopping with social responsibility, or even just spreading the word about their
favorite ethical brands. A difference is being made, whether or not we can physically
see it at the current moment.
Works Cited
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“On my honor, I have not given, nor received, nor witnessed any unauthorized
assistance on this work.” Blair Smith