We begins with you: Three propositions for consumer communication

Thesis 1: Consumers can drive change

Global agricultural supply chains incorporate a wide range of actors. They begin with farmers and workers who produce the raw materials for our consumer goods. Governments both in producing and in consuming countries create the legal framework for global trade. Corporations should consider themselves responsible for monitoring human rights and environmental standards applied to their own supply chains. The reality, however, is far from this case. This puts the spotlight on another actor: the consumer at the end of the supply chain. Consumers bear enormous market power. In 2021, Germans will consume approximately 184 billion euros worth of food. Traditionally imported products remain highly popular. This year alone, 18.5 billion euros will be spent on coffee, amounting to approximately 220 euros per head. Currently, when they load up their shopping baskets, consumers decide for themselves whether to buy conventional or sustainably and fairly manufactured products. Despite positive trends, fair trade remains a niche phenomenon. In 2019, fair trade products only generated 1.85 billion euros in sales. Fairly traded coffee only accounted for a 6.7 percent market share of global sales.   

Thesis 2: Only consumers can make sustainably produced products the norm

Their complexity often makes global supply chains hard for consumers to understand. It almost seems impossible to trace agricultural sources or manufacturing conditions for individual products. More than ever, this is precisely what matters to many people or consumers. A survey by fashion outlet Zalando found that more than half of all fashion buyers they asked say it is important for them to buy brands with high ethical standards. However, only 23 percent of them take the time to research these standards. Even more baffling is the fact that 60 percent say that transparency is important to them, but only 20 percent actively seek out information on sustainability. The reasons for this "consumer citizen gap" are, of course, multifaceted. In addition to the labyrinth of certifications available, the abundance of at times contradictory information undoubtedly plays a part. Is it not, then, the responsibility of development cooperation to offer the right assistance? Consumers need reliable and constant support on their path to a fair future. After all, they also vote and help shape political decisions.

Thesis 3: Social media is the lever for creating awareness for fair and sustainable consumption

This understanding is increasingly taking hold in German development cooperation that uses communications to achieve their goals. The #ichwillfair claim or hashtag (#iwantfair) has been in use on social networks since 2020 and aims to draw attention to the issues of global agricultural supply chains and inspire people to consume sustainably. The focus is on social media and cooperating with creators or influencers. After all, social networks are where Gen Z can be found. Not only are they the main target group as consumers, they also influence their environment. The 2020 Social Media Atlas indicates that one in five internet users over the age of 16 makes purchases that are inspired by content found on YouTube, Facebook or Instagram. That number is on the rise. Influencers, specifically, hold significant sway over their communities. The YouTube personality Robin Blase also experienced this when he reported on fair incomes last year:

"I was worried the video wouldn't get a lot of clicks. But the response was overwhelming and extremely positive."

After all, the only way to change people’s behaviour is by maintaining a constant dialogue – throughout all stages of the supply chain.

Watch the interview with YouTuber Robin Blase on consumer awareness here: