Influenced by values and standards the market situation always reflects the state of culture in a society. The most powerful player in that game is the customer. The Fair Trade movement is giving consumers an opportunity to use their purchasing power in favour of the poor. That way these “creative disturbers” are changing the market balance. Due to the Lifestyle of Health and Sustainability this movement is gaining more and more momentum. Economy becomes a cultural event. Today it is up to us to give globalization a human face. Thereby fairness has nothing to do with the spirit of the age. It is a question of attitude.
