knowmads opdracht februari 2011
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Knowmads meet
WereldwinkelsFrancien van Eersel, Landelijke Vereniging van Wereldwinkels (Dutch Association of World Shops)
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Wereldwinkels:
spread throughout the country
voted best Dutch gift shop in 2007, 2008 and 2009
12.500 volunteerssince1969
over 350 unique shops
pioneer social entrepreneurs
turnover of 30 million euros
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What is fairtrade?
But most of all: fairtrade
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Using the four fairtrade criteria:
1 | respect for people and planet (no child labor, environmental friendly methods)
2 | equal and sustainable partnership (living wage, long term relations)
3 | support to producer organizations (trend reports, cost price training)
4 | transparency (labeling and controlling)
Fairtrade is…
Providing market access to producers from developing countries
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Wereldwinkels give producers in developing countries a chance to work and trade their way out of poverty.
Mission, part one
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Wereldwinkels give consumers in the Netherlands a chance to contribute to a better world while shopping.
Mission, part two
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- trend analyses and forecasts(shapes, colours, materials)
- product specifications(size, usability)
Demand-driven business
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- fairtrade food market very successful (supermarkets)
- fairtrade non-food market remains small so far
Focus on gifts and living
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Meet Ans, consumer prototype 1
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Ans loves
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and fairtrade!
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Meet Floor, consumer prototype 2
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Floor loves
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and fairtrade!
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Meet Roos & Dennis, consumer prototype 3
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Roos & Dennis love
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and fairtrade!
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Generation Y | Generation Einstein | 18-25 years old
Meet the NEXT generation
Conscious Positive Realists (ready for action)Spoiled (and and, not or or – used to prosperity - negotiators)Smart (smart is good - action learning)Connected (50 hours/week online – used to having a say)
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The NEXT generation loves
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and fairtrade?
? ????
??
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Fairtrade products in development
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Which (untill now) non-existing fairtrade product will make sure that the NEXT generation consumers massively find its way to the Wereldwinkels?
In which ways do Knowmads suggest this (real!) product can be best promoted to the target group?
Assignment to Knowmads:
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On behalf of producers like this:
Thanx!