1. Margaret Grieco - Social movements and new technology– March 2006 1 http://design-and-determination.com/fairtrade.html Social movements and new technology: a challenge to the existing order of business Margaret Grieco, Professor of Transport and Society, Napier University and Salaried Visiting Full Professor, Cornell University Email: m.grieco@napier.ac.uk mg294@cornell.edu m.grieco@napier.ac.ukmg294@cornell.edum.grieco@napier.ac.ukmg294@cornell.edu

2. Margaret Grieco - Social movements and new technology– March 2006 2 1. Introduction: a new campaigning environment n speed of bargaining www.geocities.com/transport_and_society/speed.htmlhttp://www.geocities.com/unionsonline/globalcampaigninglee.htm www.geocities.com/transport_and_society/speed.htmlhttp://www.geocities.com/unionsonline/globalcampaigninglee.htm n changing the existing contours of business http://www.sbs.ox.ac.uk/news/archives/Skoll/Where+next+For+F air+Trade.htm http://www.sbs.ox.ac.uk/news/archives/Skoll/Where+next+For+F air+Trade.htm n selling directly to consumers through e-shopping facilities: Equal Exchange, USA http://www.equalexchange.com/ http://www.equalexchange.com/ n Fair Trade certification http://www.transfairusa.org/ http://www.fairtrade.net/ http://www.transfairusa.org/http://www.fairtrade.net/

3. Margaret Grieco - Social movements and new technology– March 2006 3 2. Fair Trade households: consumer strength, consumer investment, consumer boycotts n consumers are now more reachable by campaigners http://www.saigon.com/~nike/news/Nytfair.html http://www.saigon.com/~nike/news/Nytfair.html n Fair Trade product lines in High Street stores http://www.telegraph.co.uk/news/main.jhtml?xml=/news/2005/03/ 26/nfash26.xml&sSheet=/news/2005/03/26/ixhome.html http://www.telegraph.co.uk/news/main.jhtml?xml=/news/2005/03/ 26/nfash26.xml&sSheet=/news/2005/03/26/ixhome.html n Fairtrade Fortnight promoting the FAIRTRADE Mark http://www.fairtrade.org.uk/pr020206.htm http://www.fairtrade.org.uk/pr020206.htm n Fair Trade investment practices http://www.ethicalmoney.org/ http://www.ethicalmoney.org/ n But many producers lack a clear understanding of Fair Trade http://www.colostate.edu/Depts/Sociology/FairTradeResearchGr oup/doc/fairtrade.pdf http://www.colostate.edu/Depts/Sociology/FairTradeResearchGr oup/doc/fairtrade.pdf

4. Margaret Grieco - Social movements and new technology– March 2006 4 3. Fairtrade towns: new civic cultures, new transparencies n The local council must pass a resolution supporting Fairtrade, and serve Fairtrade coffee and tea at its meetings and in offices and canteens. n A range of Fairtrade products must be readily available in the area’s shops and served in local cafés and catering establishments (targets are set in relation to population) n Fairtrade products must be used by a number of local work places (estate agents, hairdressers etc) and community organisations (churches, schools etc) n The council must attract popular support for the campaign. n A local Fairtrade steering group must be convened to ensure continued commitment to Fairtrade Town status. @ http://www.fairtrade.org.uk/get_involved_fairtrade_towns.htm http://www.fairtrade.org.uk/get_involved_fairtrade_towns.htm

5. Margaret Grieco - Social movements and new technology– March 2006 5 4. Fair trade ‘labor’ movements: the development of globalized organizational structures and institutions. n Sweatshop Watch ‘Empowering workers, informing consumers’ http://www.sweatshopwatch.org/index.php?s=51 http://www.sweatshopwatch.org/index.php?s=51 n Academic labor studies http://bss.sfsu.edu/labor/fair_trade.html http://bss.sfsu.edu/labor/fair_trade.html n US student campaigns http://www.globalexchange.org/campaigns/sweatshop s/campus/usatoday021799.html http://www.globalexchange.org/campaigns/sweatshop s/campus/usatoday021799.html n JustGarments company, El Salvador ‘offers 100% unionized, sweat-free garment production’ http://www.justgarments.net/index.htm http://www.sweatshopwatch.org/index.php?s=39 http://www.justgarments.net/index.htm http://www.sweatshopwatch.org/index.php?s=39

6. Margaret Grieco - Social movements and new technology– March 2006 6 5. Conclusion: transparency and the consciousness of global business n Big Pharma on the back foot http://www.nybooks.com/articles/17244 http://www.nybooks.com/articles/17244 n ‘new public relations’ n The people who are really doing the work tell the story to the world, directly (Bray) http://www.tbray.org/ongoing/When/200x/2005/07/11/N ew-Public-Relations http://www.tbray.org/ongoing/When/200x/2005/07/11/N ew-Public-Relations