Can Fair-Trade certification prematuerly undermine the real public pressure for real change? A recent survey referring to Nestlés Fair Coffee Partner Blend showed that two thirds of respondents - of whom about 80% were Nestlés boycotters - thought that the certification meant that the whole company had been audited for Fair Trade Practices!
Of course, this is not the case.
Companies should be careful not to be seen in the eyes of the public as to foster such misconceptions on purpose. If too many people - for whatever reason - belief the wrong things, this could build up another future backlash.
With respect to Fair Trade, companies should apply transparent and full communication strategies. It would be very doubtful and short-sighted trying to benefit from such misconceptions.
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