About the book

WHAT

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This book provides specific strategies and methods to all kinds of consumer oriented businesses (small, medium and large) to replace greenwashing in the global economy with a sustainable, green fair-trade model that integrates the needs, preferences and buying power of the generation now-Millennials and Generation Z.

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WHY 

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Millennials and Gen Z, more than any other generational group, associate consumption with identity. Both of these population demographics connect consumption with their ideology- which is a unique blend of individual expression, need for speed, love for authentic, high-quality, artisanal experiences and sense of service to a larger global and ecological community. Fair trade is a model that boasts of being an ethical, inclusive, artisanal entrepreneurial force that places its ideological focus on creating sustainable and fair communities that directly connect producers and consumers, a cause that is central to many Millennial and Genenation Z consumer decisions.

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