As it looks to unite its brand messaging under one platform, Fairtrade Foundation is targeting a younger audience and making fairness “actionable”.
With the charity spanning a wealth of categories and areas of concern, Fairtrade Foundation is covering all bases with its latest two-year brand platform, ‘Do It Fair’, as it encourages consumers to think sustainably and “position fairness as an actionable choice”.
Zoe Plummer, head of marketing at Fairtrade Foundation, says that the two-year brand platform is a “strategic shift” for the company, as it moves away from isolated, category-specific marketing towards uniting all messaging under one holistic identity, which doesn’t have a set “shelf life”.
“We want to take more of a streamlined approach and communicate a unified message,” says Plummer, adding that messaging will be focussed around “fairness”, “what fairness really means” and “how people can influence fairness”, which she says is “unique and distinctive” to the charity.
