Kurzinfo:
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″Communicating means building bridges among different worlds, peoples, groups and individuals. Communicating also means transmitting information and therefore helping disseminate knowledge and stimulating minds.″ (Dortier, 1998). This quotation highlights the vital importance of information in changing attitudes and behaviour. Where the development and dissemination of responsible consumption behaviours are concerned, communication would appear to be the major challenge,the main means of ensuring gradual change in the perception of consumption. Information circulation has been expanding in recent years, and has already secured encouraging results. Taking the example of the fair trade network, we can see that the information and awareness campaigns have borne fruit. Whereas in October 2000 only 9% of persons interviewed said they had heard of fair trade, by May 2006 that percentage had risen to 74%.88 Concurrently, the 2001-2005 period saw a sharp increase in the turnover of the fair trade sector, from €18 million to €120 million. Communication and information were responsible for this boom in fair trade and changes in consumer behaviour. This example highlights the primordial and strategic importance of initiating effective information campaigns to promote sustainable and responsible behaviour patterns. The issue at stake is therefore to guarantee the dissemination of information to all population categories, leaving no one by the wayside. This means tailoring information and the means of disseminating 88. Source: IPSOL poll, 8 August 2006, Notoriété assistée du commerce équitable (spreading the fame of the fair trade system).
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