EQUITABLE

But the question arises now of knowing how to change scale. Which strategies can one implement without being likely to denature the principles founders? However to insufflate more equity and of justice in the commercial exchanges would be a big factor in the fight against the poverty which currently mobilizes the international community.

… but a still marginal sector
Data certainly encouraging, but which however remain marginal if one compares them with the total turnovers retail business or that one brings back them to the number of inhabitants or the market shares by category of products. Thus the sum which French on average on products profiting from an equitable label spent reached only 3,30 € per annum and per capita over the year 2007. The equitable trade nevertheless is dedicated to forge a position increasingly important in the years to come.
But the question of control remains paramount because within sight of the number and of the diversity of the actors guaranteeing equitable trade, it indeed required there to set up an official system of certification, by a neutral judge allowing a harmonized definition and practices.
Remain also the problem of the distribution….
As he was seen the equitable trade suffers from a problem of accessibility to the greatest number; the introduction of the equitable trade in large distribution makes these products more accessible but then raises the question to know if equitable trade and large distribution are compatible.
The question feeds from the passionate debates in the movement of the equitable trade and outwards, so much it seems that the usual practices of the actors of large distribution are far away from the principles of the equitable trade. Can one really entrust the distribution of the equitable trade to companies which are not it basically?
The future is also posed as regards equity… Click here for complete information.

And that of the financing…
Interesting projects exist: for example the GROUND project, new monetary instrument of which the goal is to create a community of exchange based on values of solidarity and sustainable development.
more…

And as the money is often Money, of numerous projest are interested in the concept of saving interdependent. Appeared to beginning of the year 80, interdependent finances aim at supporting projects with strong social, environmental or cultural appreciation. More than 130.000 savers adopted the step in 2004.  
more…

Are morals, ethics and the businesses compatible?
Jean-François Trinquecoste in an article published in the Western Southern newspaper answers with much clearness this question.
In France, the successive investigations show clearly that our contemporaries doubt it. They seem always mainly persuaded that the money is incompatible with morals. The life of the businesses would be bound if not with the lie, at least with the dissimulation. However, the ethical question cannot be foreign with the life of the businesses, not more than with any other form of life in company. It is not completely the ethics of the philosophers or the morals of the religions; but if the moral concern is not the finality of the action of its leaders, no company can be allowed to ignore the effects of its decisions and its actions. The truth holds in this paradox: one can make good for other reasons that strictly morals. “When the interest is of agreement with humanity, it is the best parking”, wrote Monfreid for it. It is in the sense that of aucuns could say, in a a little provocative way, that it is profitable to act “morally”.
Is marketing art to sell to people that which they do not need?
This question is put for a long time. In the Fifties, in the United States, the methods of marketing were worth to him a lawsuit in “clandestine persuasion” diligenté by Vance Packard. Y were in particular stigmatized: motivation studies, the survey of unconscious, abusive sales engineering and attempts of handling and alienation in any kind. During the years which followed, the theorists of marketing tried to correct this image prejudicial. At was the bottom, which the line of defence of marketing? Essentially, it was a question of rendering comprehensible that the effectiveness of the discipline lay in an intimate comprehension of the needs for the consumers, which was made possible by a suitable listening of expressed waitings and by an apprehension of implicit waitings; consequently, this comprehension materialized by a suitable offer. The well-known advertising slogan “dreamed You, Sony did it” is a clear illustration. It also happens that the effectiveness of the techniques of investigation of waitings makes it possible to better know those and before the consumers themselves. The old slogan of Noos - French cable television operator - is an eloquent example: “Awaited it to You but you did not know it yet. ”
Today, one sells nothing important without proposing the label sustainable development, ecologist, green product Effet of mode, boniment or true ethical concern?
Boniment is always possible. But it is necessary to be supérieurement machiavelic to manage to durably notch the whole of the recipients and particularly the consumers. And it is very dangerous to be believed higher.
An effect of mode? The frequency of the use of such arguments as regards communication can let it believe. It is necessary to distinguish the plan from the speech and that of the acts. The expressions of a marketing which is said “responsible” should not be reduced with a phenomenon of mode, because, as Cocteau underlined it, the fashion, it is what obsolete. However, the need for the responsible behaviors is not, seems it, close to démoder.
A true ethical concern? It is surely necessary to include in the answer to this question the preoccupation with an ethics of the consumers themselves. The ethical concern concerns with the first chief the consumers and the citizens who accept in an increasing proportion, although still marginal, to pay expensive of the products which appear morally more suitable to them. They associate with their own moral requirement a true requirement of ethics at the producers and the distributors of products and services. It is this sensitivity and this increasing requirement which exert an increasingly effective pressure on the whole of the economy.
With the rights of the consumer echo the rights and the duties of the citizen must make. Conversely, the citizen protester must realize that the consumer who it is also can share his engagement; that it is also a possible objective ally or an actor with the service of his convictions or its aspirations morals.
Which weapons the consumer does have it to resist the tyranny of the offer?
It is the request or rather the absence for request which prevents sometimes certain offers from existing; it is still the request which explains the economic existence of other exchanges that one would prefer not to observe. The offer is not thought without the request which underlies it, which allows it or condemns it. The tyranny of the marks can also be read like a tyranny of our needs for membership and our needs for regard which the mark answers. This reading has the merit to recall us to the order by pointing out our freedom and our responsibility. The consumer can choose between the opposite behaviors of the “boycott” - for example the solved purchase but generally more expensive of products resulting from the equitable trade - and of the “boycott”.
To rely on isn't the individual responsibility of the consumer, to justify all the insincere speeches?
Insincerity is always possible. Everywhere. And the attempt of handling or instrumentalisation too. As regards economic actor, it is extremely risky. But this question of freedom and alienation largely exceeds the framework of consumption. It is political and economic at the same time. When, in democracy, one calls upon the individual responsibility founded on the judgement and the free-referee, one justifies all the insincere populisms and political discourses for as much? Why so much of marketing in the life of the city? When the philosophy of marketing prevails, it is that any other form of legitimacy of the offer disappeared or regressed. Even if it cannot alone to guarantee following days which sing, the feeling of individual responsibility is today, undoubtedly more than in the past, the probable condition of an economic and political construction reasonable for the future.
Don't the existence and the practice of marketing sign the death of a simple spring of the market, confidence?
It is necessary to tackle this question from the double point of view of confidence in the other and the self-confidence. A recent international study relating to 18 countries shows that France suffers from an unfavorable situation. The dimension of confidence with regard to the policies is, for example, relatively weak there, but it is all the same higher than that of the media. Less than one French out of two known as making confidence at the large companies, which they are public, French or international. Confidence goes hand in hand with knowledge. If confidence is a psychological state pleasant and alleviating, if it is also an appreciable catalyst of the social and economic reports/ratios, it should not about it less be reasonably allotted. Because it is the knowledge which moves away from handling. It is the knowledge which releases and the ignorance which controls. It is in the sense that the question of ethics and the responsibility concerns also the teachers. It is necessary to prefer a knowledge which leads to vigilance and with circumspection rather than an irenic confidence which would push in the trap of the naivety.
Source: “Southern West”.