How to be a better consumer. What does that mean in a post-COVID world?

“Business has done a poor job at creating fairness and sustainability in trade. It’s time for Kiwis to rethink their buying patterns, spend more wisely and demand better.” – Geoff White, Trade Aid CEO.

Covid has changed the world. We’ve taken time to rethink our decisions and what we value as New Zealanders. With this comes an opportunity for us to rethink our buying decisions, put our valuable dollars to better use and change the world forever.

Consumers are seeking to support brands that align with their values and are aspirational in wanting to create a better, fairer and greener world. Made local; sustainable, that do not pollute our environment; with an equitable supply chain; products that offer fair wages and that have integrity and are made to last. Buying less and with a focus on essentials is changing the way we buy everywhere. Our planet and society has been crying out for this transition.

However, in a world with a lack of transparency in global supply chains and marketing spin takes over, how do you know what that company truly stands for and how can you trust the product labels? How do we cut through the crap and know that what you’re buying really is good, green and fair?

Trade Aid is a pioneering social enterprise in New Zealand, creating fairness in trade, we have been the benchmark of authenticity in this area, educating the public and other businesses in the process. We believe in accountability and focus on bringing change through long-term partnerships based on honesty, transparency and equity. Fair Trade is the easiest benchmark for companies and consumers to abide by.

Trade Aid is accredited by the World Fair Trade Organization’s (WFTO) Guarantee System, the first international fair trade system that verifies organisations’ compliance with 10 principles of fair trade. This is the first system that is able to deliver the promise of fair trade compliance throughout the entire supply chain. This Guarantee System ensures monitoring, credibility and sustainability and means that when you buy products you can are assured that fair trade and sustainability is implemented in both the supply chain and the practices of their organisation.

Fair Trade is a system designed to help you cut through the crap quickly and truly know that you’re buying good, green and fair. It’s time we cared enough to speak up and be selective about how we want our products made.

Black Friday (Friday 27 November 2020) is a day where mindless consumerism stirs up an annual buying frenzy around the world. Companies attempt to lure you with deals and frivolous spending. Post-covid is this really the direction we want New Zealand retail to head? No. We have an opportunity to be more considerate and mindful in our society and learn to consume in healthier ways. Business is currently tough and standing out from your competitors is key to survival. The Fair Trade movement helps a company to do that.

Here are some top tips you can ask yourself when you’re looking to make a purchase:

• Make intentionality your goal.
• Research before buying so you can be mindful of your purchases.
• Buy less. Do you really need it? Make a list and stick to it.
• Think about your motivations for purchasing and understand your weaknesses.
• Avoid the trends, buy things you love (not just because they are discounted).
• Give more things away than you acquire.
• Minimise packaging. Buy in bulk where possible.
• Avoid single-use products that will create waste. Consider products that can be reused, passed on, or are already second hand.
• Read the label and support brands that are organic, ethical, fair trade, animal and forest friendly, and that consider their eco-footprint.
• Ask the tough questions – either in-store for smaller brands or to the company website or social media pages for larger brands. What do they know about where their products come from? Do they know what conditions they were produced in?
• Use available online resources like Tearfund’s annual ethical fashion guide.
• Find out who the good guys are, be loyal and spread the word.
• It’s a journey. Grow your knowledge and use it to make better decisions over time.

For further understanding of the Fair Trade movement and info on the 10 key principles, click here.