the ethical consumption campaign
this is : ethicalconsumption-
acts.blogspot.com
Welcome!
Here you will be able to find information about ethical consumption in
Singapore and updates on our project.
消费伦理 (Ethical Consumption)
author: acts
The term “ethical consumption” is seldom heard and used in Singapore. A basic definition of ethical consumption would be the purchase of goods whose production process does not harm the environment, animals or people. In our project, ethical consumption will be redefined as spending on ethical food and drink such as organic products and FairTrade goods, as well as spending on ethical personal products such as cosmetics.
Ethical consumption strives to address issues like fair trade, environmental sustainability and animal welfare.
Have you seen these logos before?
消费伦理 (ethical consumption) 指的是选购没有对人,动物及大自然造成伤害的产品。在新加坡,消费伦理这个概念并没有普及化。在这个专题里,我们将会集中于食物和饮料之类的产品,如:有机食物、公平贸易。
消费伦理主要是要确保公平贸易、减少大自然的破坏以及增强动物权利的保护。
请问您是否曾注意过以下的徽标?
This is a FairTrade logo commonly seen on FairTrade certified products. This shows the issue of FairTrade that ethical consumption addresses and the benefits of consuming ethical products.
This is a Green Label awarded to environmentally friendly products with eco-label. Environmentally friendly products come under the umbrella of ethical consumption.
Our Approach
author: acts
Since the lack of ethical consumption is caused by the fact that ethical products are more costly and that there is a lack of information available, we will be employing two alternative approaches, which are to promote the purchase of ethical products and to increase the general public awareness of ethical consumption in Singapore. Our target audience will be housewives and working adults. Housewives are frequent consumers at major supermarkets like Cold Storage, and they are therefore possible consumers of ethical groceries. Working adults make up most of the spending market, as such, working adults are more likely to spend on more expensive but ethical products.
Posters and Brochures
author: acts
We created a series of sample posters to attract the attention of the public to ethical consumption and convince them to purchase ethical products as part of our marketing efforts.
This poster targets cosmetics customers, and aims to tell them that the ingredients used may be bought at cheap prices by exploiting farmers, and that many cosmetics are tested on animals. This shows that the production is flawed and customers should purchases FairTrade cosmetics instead.
This poster targets housewives, and since they care about their children, they would not want the children of labourers to suffer due to unfair wages. Thus, customers are encouraged to purchase ethical products to salvage the plight of such families.
This poster targets working adults, since they are more concerned with being in tip-top condition for high work efficiency and would be interested in eating healthily. Customers are persuaded to eat organic food so that they can stay healthy and work efficiently.
We are in the process of making a brochure on ethical consumption to educate the public on the issue, its relevant organisations and the benefits of it. The highlight would be a list of ethical products and their details to allow ethical products to be more accessible.
The following is a list of products that can be found in Cold Storage and their details:
Campaign Theme: Because we LISTEN, we ACT.
author: acts
We have come up with a campaign theme: Because we LISTEN, we ACT. This campaign theme is an overview of our two-pronged approach to our project.
LISTEN refers to the increasing of awareness by asking people to understand the current situation of ethical consumption in Singapore and the plight of third-world farmers and the problems plaguing the environment.
ACT refers to the promoting of consumerism of ethical products. This is because we believe that understanding the situation is not enough and everyone has a part to play in ethical consumption by choosing ethical products over the normal products.
Based on this campaign theme, we have come out with a new series of posters as well as brochures.
This poster shows the benefits of organic food, since production of organic food does not involve the use of chemicals that could harm the environment and animals.
This poster shows a third-world farmer and how FairTrade can help ensure that the farmers receive a fair price for their products, guaranteeing them a basic standard of life.