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FTF Conference 2014 Julia Wilber
- Dr. Anupama
Pasricha
OUTLINE
BETTER MESSAGING, FTF Conference BETTER MARKETING 2014 Julia - - PowerPoint PPT Presentation
BETTER MESSAGING, FTF Conference BETTER MARKETING 2014 Julia - - PowerPoint PPT Presentation
BETTER MESSAGING, FTF Conference BETTER MARKETING 2014 Julia Wilber Dr. Anupama Pasricha Introduction Messaging Matters OUTLINE Research Observations Recommendations Small Group Discussion Large Group Q&A Introduction Messaging
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Introduction
Messaging Matters
Research Observations Recommendations Small Group Discussion Large Group Q&A
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FAIR TRADE IS CONFUSING
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Fair Trade Organizations Finances Design Marketing Sourcing Wholesale Retail Sourcing Partnerships Sustainable Development * Distance from center NOT relative to importance
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Introduction Messaging Matters
Research
Observations Recommendations Small Group Discussion Large Group Q&A
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WHAT ARE THE RELATIONSHIPS?
Sourcing Partner Consumer FTO
? ? ?
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FT faces a strategic decision
LITERATURE FINDINGS
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The authors’ conclusion is that FTOs are at serious risk
- f cannibalisation by newer [multinational corporation]
backed fair trade brands, but FTOs’ motivations to pursue a transformative message in the mainstream and their capability to provide effective support to farmers is clearly still strong.
- -Doherty & Huybrechts, 2013
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LITERATURE FINDINGS
Consumers want what FT has
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It’s a Process
LITERATURE FINDINGS
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Introduction Messaging Matters Research
Observations
Recommendations Small Group Discussion Large Group Q&A
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Conventional Context Foundational Principles A Double Edged Sword
OUR OBSERVATIONS
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Introduction Messaging Matters Research Observations
Recommendations
Small Group Discussion Large Group Q&A
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More Eyes (Don’t) say it again The most awesome point ever
CLARITY
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Big (Academic) Thumbs Up
- University of MO—Bhaduri and Ha-Brookshire (2011)
Consumer’s want in Share part of your process
And put it where they can see it:
- Hangtags, Care Labels, Point of Purchase (online or Brick and
Mortar)
TRANSPARENCY
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Utilizing the Conventional Context
- Historical
- Personal
ANCHORING IN TRADE
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“FT, for example, enjoys referents to other recently adopted social practices (e.g. Corporate Social Responsibility, Community Supported Agriculture, ethical investment), as well as to practices that have been legitimized for some time (e.g. humanitarian aid, philanthropy, international co-operation).”
- Potential Traps in FT Marketing, 2008
AUDEBRAND & IACOBUS
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Utilizing the Conventional Context
- Historical
- Personal
ANCHORING TO TRADE
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SUMMING IT UP
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Audebrand, L. K., & Iacobus, A. (2008). Avoiding Potential Traps in Fair Trade Marketing: A Social Representation Perspective. Journal of Strategic Marketing, 16(1), 3–19. BBMG, GlobeScan, & SustainAbility. (2012, September 27). Rethinking Consumption: Consumers and the Future of Sustainability The Regeneration Roadmap. Retrieved from http://www.globescan.com/component/edocman/?view=document&id= 46&Itemid=591 Bhaduri, G., & Ha-Brookshire, J. E. (2011). Do transparent business practices pay? Exploration of transparency and consumer purchase
- intention. Clothing and Textiles Research Journal, 29(2), 135-149.
Doherty, B., & Huybrechts, B. (2013). Connecting producers and consumers through fair and sustainable value chains. Social Enterprise Journal, 9(1), 4-10.
REFERENCES
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Introduction Messaging Matters Research Observations Recommendations
Small Group Discussion
Large Group Q&A
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Introduction Messaging Matters Research Observations Recommendations Small Group Discussion
Large Group Q&A
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Thank You!
Julia Wilber
juliaannwilber@gmail.com
- Dr. Anupama Pasricha