Cambridge University Business & Society Research Group (May 2009)

Matthew Andersonwww.researchfairtrade.com

Fairtrade: a consumer revolution? A study of the social movement behind the label

• Campaign for fair tea prices 1973 - 77

• Consumer led or consumer dependent? • The Media: engaging consumer political consciousness

• The Co-operative: a ‘naturally sympathetic business’

• Trade Union Congress: international labour solidarity

• NGOs: from campaigning to retailing

Outline

E. Bond, The State of Tea, (War on Want, 1974). Christian Aid, Campaign Leaflet (1976).

Campaign for fair tea prices 1973 - 77

Consumer led or consumer dependent?

Reverend Billy and the Life After Shopping Gospel Choir.

In November 2008, Starbucks committed to serving 100% Fairtrade certified espresso drinks in all its 700 UK stores by the end of 2009.

http://www.youtube.com/watch?v=bOlTKy2hGYc

The Co-operative: a ‘naturally sympathetic business’

The CWS at Home and Abroad, (c. 1930)

Oxfam Co-op ‘Help the Hungry to Help Each Other’ (1966)

War on Want letter to Len Murray TUC (1974)

Trade Union Congress: international labour solidarity

Front cover of War on Want publication (1978)

‘Cheap tea’ served by the World Development Movement by the steps of St. Martin-in-the-Fields, London, 1976.

NGOs: from campaigning to retailing

The first half of the1970s saw a rapid expansion in the total number of Oxfam shops, from 258 in 1969 to 600 in 1976. Photograph: Oxfam Shop in Summertown, Oxford, 1988.