this is an incredible article/analysis of the fair trade movement that i have been giving a side eye to for the past decade. i would love to see more discussions analysis on how fair trade is constructed and who is fair trade for. how fair trade acts as a way to allow the haves to keep what they have and ‘hope’ that the havenots can reach their (higher) level of material social cultural ’success’.
The Consumers
Relying on an understanding of a world divided between “haves” and “have-nots,” fair trade offers an alternative mode of consumption within the global economic system. People who have recognized their existence as the “haves” of the world and experienced the accompanying moral crisis can thus comprehend the world again by knowing that a method exists to bring the have-nots up to the living standards of the Global North.
The fair trade remedy locates the power to transform economic inequality in the purchasing capacities of individual consumers, often using first-person directives to suggest that consumers are part of a social movement. I call this approach the autonomization of social change. For instance, the headline of the Fair Trade Resource Network website last year declared, “WORLD FAIR TRADE DAY WANTS YOU!” It encouraged “you” to “promote Fair Trade and campaign for trade justice together with farmers and artisans around the world.”
In fair trade circles, origin stories of particular Northerners who initiated fair trade projects are used to demonstrate the significance of individuals’ actions to economic equality. DeCarlo, for instance, details the history of Ten Thousand Villages through the efforts of a Mennonite woman named Edna Byler bringing crafts back from Puerto Rico and selling them at her local sewing circle in 1946. DeCarlo explains the importance of this woman’s story as follows:
Like many Fair Trade visionaries and practitioners, Byler volunteered her time and gave her money on behalf of her producer partners…I believe that the single-minded, generous, and visionary commitment of individuals like Byler—whether they be leaders of non-governmental organizations, small business owners, development practitioners, or self-motivated volunteers—is what has made the evolution of Fair Trade possible and its future optimistic.” [2007:65-67]
I heard a similar tale of one woman discovering a need for external market access among Mayan women, taking a suitcase full of woven items to the United States, and selling the contents locally at the fair trade organization (FTO) where I conducted my case study. Although more in-depth narratives can be found in which other actors are involved , the emphasis that readers and listeners place on the lone initiator when reformulating these stories suggests the importance that other Northerners find in understanding what individuals can do.
The individualization in fair trade origin stories suggests to readers/listeners that making fair trade purchases is a reproducible way for consumers to create “the kind of world they want to live in” (DeCarlo 2007:5). Fair trade thus creates a neoliberal response to economic inequality both in the responsibility it places on individual citizens and by finding solutions in the marketplace.
The Producers
A key feature of fair trade discourse is the telling of producers’ stories. At fair trade stores, crafts are labeled with their country of origin, and small display cards describe the items’ production process and traditional uses. The following are examples from two different fair trade stores:
These beautifully crafted recycled aluminum boxes are made by fair trade artisans in Bali. Traditionally, they were used to bring gifts and offerings to weddings, house warmings and other ceremonies.”
Global Mamas is a non-profit assisting small, women-owned businesses in Ghana. Ghana is situated on the Gold Coast of West Africa, where the vast majority of women earn less than $2 per day. By purchasing this product you are offering sustainable livelihoods to women in Africa.
Proceeds go directly to the women entrepreneurs and the nonprofit programs that assist them with business development. Join the community of Global Mamas who care about the world and the future.”
Formulaic profiles such as these convey the idea that before working in fair trade, the artisans were disadvantaged; yet the descriptions fail to contextualize the groups’ economic needs in terms of the political and historical conditions of the communities.
To give another example, FTOs that sell Guatemalan weavings commonly cite two explanations for the economic neediness of Mayan weavers. The first explanation is simply that textile markets within Guatemala are saturated. The second explanation identifies the weavers as widows, referring to the “violence that plagued Guatemala throughout the 1980s” as the cause of their widowhood.
These producer stories leave deeper questions unanswered, such as: Why are so many women turning to their traditional weaving skills as a way to make money? Why are there no jobs available for men? In cases where the women are widows, why were their husbands killed, and by whom? And why are Mayan people in particular in such dire financial situations?
By describing the producers mainly through demographic models—as “impoverished,” “marginalized,” and “disenfranchised”—fair trade materials and advocates themselves create depoliticized and acontextual identities for fair trade’s partners from the Global South.
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The ability of the fair trade system to foster in North Americans and Europeans strong feelings of connection to marginalized people around the world should not be overlooked. The FTO where I conducted my research considers these relationships an important element of their mission. They rely on a network of 160 volunteers to host sales at their homes, churches, and schools. The fact remains, however, that even as a “hand up” rather than “handout,” these relationships seek transformation in a unidirectional way. As Bourdieu (2004:272) puts it, “being born in a social world, we accept a whole range of postulates, axioms, which go without saying and require no inculcating.” In the social world of fair trade advocates and consumers, the axioms which go without saying are that some people (Southerners) are poor, and some other people (Northerners) can exercise power to change that.
For Northerners it’s easy to view material differences in the world’s populations and count ourselves “lucky.” A more discerning look at the psychological issues, divisive social relationships, and environmental degradation plaguing countries like the U.S. should indicate that historical success at accumulating wealth has not left our people spiritually better off than anyone else. The hand we extend should not just be one that will enable farmers and artisans of the Global South to live like us—whether through donations or economic exchange—but a hand that will hold another hand and walk together in search of a world that is different from what any of us currently knows.
excerpted via “Fair Trade Wants You!” The Neoliberal Politics of Conscious Consumption « P U L S E.
(emphasis mine)