With almost a quarter of the global population and approximately 10% annual growth over the last 20 years, China has become the foremost power at the beginning of the third millennium. A middle class has emerged over the last years which closely resembles Europe and the United States in terms of buying behaviour. This change, which is both cultural and economic, goes hand in hand with new demands from younger generations, which are sensitive to social and environmental issues. Against this background, interesting fair trade initiatives have emerged in the Middle Empire. Read on to find out more about fair trade in China.
It is of the utmost importance that China’s new generation takes ownership of fair trade’s economic models. Such models can contribute to shifting the culture and habits of these “new-comers” in a global mass consumption society because their numbers, their values and their preference weigh on global matters. Fair trade in China is not anecdotal. It is a new horizon for a fairer global economy.