Adapting to the socially conscious consumer market
What goes into a good cup of coffee? Latte, cappuccino or straight black?
Is it the way it’s roasted? Or is more rudimentary with which soil the beans come from: Brazil, Kenya, Colombia and etc.With a 23 billion dollars market according to International Institute for Sustainable Development, being able to differentiate between bad or good really as easy as a sticker.
Fair trade is a brand that certifies ethical production of goods by raising the standards in social, economic and environment manufacturing. This ranges from social justice that drives public awareness, supporting farmers, to development of sustainable alternatives. Although FairTrade had humble beginnings in 1990’s as merely a grassroots campaign, now have expanded its ethical umbrella worldwide and became a well-recognized brand.
The success of this growth is how the brand provides a visible representation of giving the consumers the confidence to differentiate itself from other products. Brand recognition. FairTrade have built trust with their audience by being clear and consistent with their message of a quest for ethical practices. They distinguish their brand identity as an added value in which endows the product, giving an edge from other competitors. They maintained a high level of consumer acceptance in a generation of buyers interested in transparency. Also, time with the change in the socio-economic factor of consumers acknowledging their purchasing power and use this to try positively influence the world.
Starbucks is one of the many examples of company aligning itself with Fair Trade certified coffee. With the recognition of the shift in market demands and having the value of Fair Trade reputation within the community, big chains as such have brought the brand into a much wider platform, extending its reach.They tapped into the growing need for consumers to express their personal values through their buying patterns. This approach creates a seamless brand experience for consumers to channel their need to contribute to a cause they care about. FairTrade provides a brand experience for the consumer. Rather than purchasing the product itself, they add value by adding the intangible product of supporting a social campaign.