I just finished reading Jared Diamond’s excellent Collapse. It has an interesting postscript on the effectiveness of consumers in encouraging ethical business decisions:
Consumers who wish to influence big business by either buying or refusing to buy their products, or by embarassing or praising them, need to go to the trouble of learning which links in a business chain are most sensitive to public influence, and also which links are in the strongest position to influence other links. Businesses that sell directly to the consumer, or whose brands are on sale to the consumer, are much more sensitive than businesses that sell only to other businesses and whose products reach the public without a label of origin. Retail businesses that, by themselves or as part of a larger buyers’ group, buy much or all of the output of some particular producing business are in a much stronger position to influence that producer than is a member of the public…
For instance, if you do or don’t approve of how some big international oil company manages its oil fields, it does make sense to buy at, boycott, praise, or picket that company’s gas stations. If you admire Australian titanium mining practives and dislike Lihir Island gold mining practices, don’t waste your time fantasizing that you could have any influence on those mining companies yourself; turn your attention instead to DuPont, and to Tiffany and Wal-Mart, which are major retailers of titanium-based paints and of gold jewelry, respectively. Don’t praise or blame logging companies without readily traceable retail products; leave it instead to Home Depot, Lowe’s, B and Q, and the other retail giants to influence the loggers… Wal-Mart is the world’s largest grocery retailer; they and other such retailers can virtually dictate agricultural practices to farmers; you can’t dictate to farmers, but you do have clout with Wal-Mart.
How much can we learn from this? And could fair tracing make it easier for consumers to have influence at the far end of the production chain?