The Business of “Ethical” Shopping: Trends, Data, and Identity of Consumer

One of the latest trends among consumers at both a national and international level, is the increase in interest in socially and economically responsible products. And the latest arrival on this scene is “ethical” water. The American coffee giant, Starbucks, has bought Ethos mineral water and will reinvest part of its earnings in development programs that will guarantee clean drinking water in Bangladesh, Ethiopia, and India.

On the Virgin railway lines in Great Britain, only tea that has been certified with the Fair Trade seal (the internationally recognized symbol that guarantees humane and responsible working conditions) is served.

These are just a couple of signs that even the multinationals are jumping on the “ethical business bandwagon” to keep up with a market sector that is continuing to grow, as well as to improve company images.

And the socially conscious consumer is now not only among the 40-50 year range, but many younger consumers are beginning to show interest.

Slow Food president, Carlo Petrini, however, pointed out that the increase in the number of large companies who sell fair trade products, “would truly be something positive if it wasn’t for the suspicion that this is just another classic example of the ‘fig leaf’, invented to cover up vices that still exist. How is it possible that companies, which are cutting costs for products, production, and for cultivators, and farmers, can all of a sudden switch to socially conscious production? There is an incongruence if some of their products are fair trade while others are the complete opposite.

Although there has been a lot of insistence on an alternative production model, a certain severity must be maintained in regards to companies that now claim to produce fair trade products, by recognizing only those who remain faithful to the principles. Otherwise, there is the risk that everything returns to the same level and those who end up detracting most from the best benefits of this certification are those who use it instrumentally”.

Source: Slow Food, La Repubblica, Lo Specchio de La Stampa