Losing sight of why: the fairtrade label debacle

There does not appear to be anything wrong with the scheme itself, so you have to assume that Sainsbury’s believe switching to “Fairly Traded” is a better solution. From a purely branding perspective, this is a miscalculation. It looks and sounds like obfuscation and a lowering of standards in the pursuit of profit. Being a responsible, ethical and fair 21st century organisation is something most right-minded consumers expect. Whether endorsed through a label or enshrined in its behaviours, this is ‘hygiene factor’ stuff.

At a time when consumers have lost faith in so many of our institutions, it’s a concern that one of our great brands appears to have lost its heart as well as its head. I would imagine that the it won’t be long before the innovative minds at Aldi and Lidl spot the opportunity.