I spent two hours Friday with Bob Sleasman of Tranfair who’s presided over some ground breaking research about the messages that can help accelerate demand for fair trade. He will be presenting it at Socap. It basically it identifies what he’s calling an evolved consumer who he thinks can resonate with the essential pro planet, pro people impact of fair trade that they can believe in. I’ve been wanting some marketing tools like he’s working on for a long time, and I think they will be really useful for a lot of social enterprises in terms of figuring out how to sell the message to multiple audiences. KJ
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