Is a more human-centric deal between consumers and the industry possible?

Tackling the problem of poverty among farmers in southern parts of the world and making our purchases more sustainable is definitely not an easy challenge. How can you handle this when you are an NGO with limited resources?

Perhaps the answer lies in applying the African proverb ‘If you want to go fast, go alone, if you want to go far, go together’.

Nicolas Lambert, Managing Director of Fairtrade Belgium and Professor of Marketing at the Louvain School of Management, will explain how Fairtrade Belgium is trying to create a human chain around a common ideal, an interesting example of ‘purpose-led marketing’.