Mythbusting: People buy from social enterprises purely on ethics

… many Fairtrade brands have progressed from the stall at the church coffee morning to the shelves of the major supermarkets, while many of their corporate rivals are now also producing their own Fairtrade products.

Unfortunately, many in the social enterprise movement observed the success of the Fairtrade brand and made some giant leaps of thinking that were superficially comforting but ultimately wrong”  – my latest mythbuster for The Guardian‘s Social Enterprise Network.

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