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 Matters Research Observations Recommendations Small Group Discussion Large Group Q&A
FAIR TRADE IS CONFUSING
Finances Sustainable Design Development Sourcing Fair Trade Marketing Partnerships Organizations Wholesale Sourcing Retail * Distance from center NOT relative to importance
Introduction Messaging Matters Research Observations Recommendations Small Group Discussion Large Group Q&A
WHAT ARE THE RELATIONSHIPS? ? Sourcing Partner Consumer ? ? FTO
LITERATURE FINDINGS FT faces a strategic decision
The authors’ conclusion is that FTOs are at serious risk of 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
LITERATURE FINDINGS Consumers want what FT has
LITERATURE FINDINGS It’s a Process
Introduction Messaging Matters Research Observations Recommendations Small Group Discussion Large Group Q&A
OUR OBSERVATIONS Conventional Context Foundational Principles A Double Edged Sword
Introduction Messaging Matters Research Observations Recommendations Small Group Discussion Large Group Q&A
CLARITY More Eyes (Don’t) say it again The most awesome point ever
TRANSPARENCY 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)
ANCHORING IN TRADE Utilizing the Conventional Context Historical Personal
AUDEBRAND & IACOBUS “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
ANCHORING TO TRADE Utilizing the Conventional Context Historical Personal
SUMMING IT UP
REFERENCES 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.
Introduction Messaging Matters Research Observations Recommendations Small Group Discussion Large Group Q&A
Introduction Messaging Matters Research Observations Recommendations Small Group Discussion Large Group Q&A
Thank You! Julia Wilber juliaannwilber@gmail.com Dr. Anupama Pasricha apasricha@stkate.edu
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