At Cooper’s UX Boot Camp, held between March 25th and March 28th at Monkey Ranch in Petaluma, CA, Fair Trade USA looked to participants for ideas around how to raise awareness of their mission and inspire consumers to purchase Fair Trade products.
Fair Trade USA enables sustainable development and community empowerment by cultivating a more equitable global trade model through certifying and promoting Fair Trade products. Their work benefits everyone from farmers and workers to consumers, industry and the environment, and yet only 20-30 percent of Americans even know what Fair Trade means. Why? The issues are complex, but as students dug into this problem they identified key factors behind this disconnect, including a lack of brand awareness of the business case for Fair Trade, low brand adoption, and limited Fair Trade product presence in stores.
From those explorations, the following goals emerged:
- Motivate and inspire brands to adopt and evangelize Fair Trade practices.
- Put more Fair Trade products in front of consumers.
- Build “pop culture” awareness of Fair Trade to get more brands to buy into the movement.
To get there, student teams went beyond the initial concept of a website redesign and took on the bigger questions that lead to business transformation. For a look behind the scenes as the teams approached this challenge, check out the following video filmed during the Fair Trade USA Boot Camp, and read more to take a look at the Fair Trade USA ecosystem model and what the students came up with in the pitch decks that follow.