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« innocent is not so innocent after all | Main | Being different by being "simply better" »

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David Hawksworth

Hi there,

As you say its a great development to see the 'normalization,' of ethical practices but I also think that this does not necessarily spell the end for 'ethical' brands. Sustainability is a moving target and as certain behaviours start to come as standard, other innovations must be found to take their place. Mars and Cadburys may today feel like fair trade makes sense for their business but they would I expect feel pretty nervous about making the same farmers shareholders in the business or even launch a bar entirely as social business. A small ethical brand could consider these options whereas a big corporate brand would perhaps find them as uncomfortable as fair trade might have seemed a few short years ago.

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