JKR

Over the last few years we have seen a dramatic transformation in how a Fairtrade status is perceived. Where once it seemed like a niche endeavour for a niche market, the accreditation has spread across categories and brands to become an everyday occurrence. And where once only certain lines from big brands might carry the marque, it is now more typical to see a whole-hearted adoption of Fairtrade policy across entire ranges from participating companies. Happily, the exception has now become the rule with an £800m growth in Fairtrade sales to match.

This is a massive achievement, but of course success creates its own challenges. For example, when the marque becomes ubiquitous, does an adoption of it begin to look generic? The Starbucks and Nestlé communications above both fall into the rather anachronistic “hessian = authentic and worthy” clichés. The lack of integration between Fairtrade and brand makes these initiatives appear a bit bolted on. Conversely, Cadbury demonstrates how Fairtrade can comfortably translate to the mainstream. The beauty of this example is that Cadbury puts this principle at the heart of the brand, with the Fairtrade communications well integrated and tailored to a Cadbury feel. The same can be said of Harry Hill’s nuts. While they are a non-profit brand, the packs feel fun, colourful and very Harry Hill. Doing good does not have to look do-gooding.

Another challenge, as a result of success, is that suddenly one is in serious competition with others, fighting for a share of brands (and we shoppers) attention. Marketing reported this week on the growing schism between Fairtrade and the Rainforest Alliance.

The received wisdom seems to be that Fairtrade accreditation is harder to earn, but that it focuses on producers’ welfare (with sustainability as a second string), while the Rainforest Alliance is more single-mindedly fixed on protecting bio-diversity. Most right minded shoppers would rather not have to make the choice. Clearly Fairtrade had to stand for something in particular – this simplicity of message will in large part have fuelled its growth. But has this painted the brand into a corner? Going forward, Fairtrade will need to amplify its environmental aspects to become a rounder offer. Otherwise, in logo terms, we consumers will be faced with declaring a preference for people or flora and fauna.