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Slavery: from the Abolition of an Unchristian Trade in the UK to Others Forms of
Enslavement (183!"#1#$
I. The British Campaign against Apprenticeship.
1. The roots of the campaign
%&: 'emember that d(rin) the *revio(s semester+ ,e dealt ,ith the first t,o cam*ai)ns abo(t
the abolition of slavery- This first *art is meant to contin(e and finish the history of the abolition
of slavery+ and this ,ill ,or. as a transition to,ards ,hat ,e may call other forms of slavery-
/n 183+ ,hen the 1833 Act ,as im*lemented (,as to be im*lemented in A()(st 183$ 01 ne,
voices ,ere raised a)ainst the act- /ndeed+ the transition *eriod to freedom led to a ne, form of
servit(de: ,or.in)+ bein) *aid b(t handin) o(t most of the money to the master+ or em*loyer+
for several years- This meant that the em*loyee ,as not allo,ed to chan)e em*loyer+ or to as.
for more ,a)es or better conditions+ for he had no choice: either he ,or.ed for the master+ or
he did not )et his freedom bac.-
The transition to freedom concerned 8##+ ### slaves- The Act left it to colonial assemblies to
decide s(ch matters as ,or.in) ho(rs2 *(nishments to be im*lemented- (colonial assemblies
had to im*lement the reform$-
The third cam*ai)n be)an in Febr(ary 183: ,orld,ide emanci*ation became the official )oal-
A ne, committee ,as formed: the British and Foreign Society for the Universal Abolition of
Negro Slavery and the Slave Trade.
The &ritish and Forei)n Society for the Universal Abolition of %e)ro Slavery ,as an e3tension of
the A)ency 4ommittee and com*rised most members of the A)ency 4ommittee-
5isa)reement over the 1833 bill- Abolitionists (li.e the *revio(s cam*ai)ners$ ,ere faced ,ith
t,o co(rses of action:
- 6arliamentary 4hannels: ,or. thro()h 6arliament to obtain chan)ers 0 &(3ton and the ASS-
- 6o*(lar *ress(re: )eneral a**eal to the *eo*le 0 St(r)e and the A)ency 4ommittee-
Those mostly involved in the third cam*ai)n ,ere the s(**orters of St(r)e-
The Birmingham AntiSlavery Society ,as the leadin) society in the ne, fi)ht (led by St(r)e$- /t
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emer)ed as the leadin) radical society- /t ,as a branch of the ASS-
6o*(lar *ress(re be)an as early as 183-
T,o 4ommittees of En7(iry into a**renticeshi* ,ere set (*+ one in A*ril 1838+ the other in 9ay
183:- They led en7(iries on the condition of a**rentices-
;omen *layed a)ain a ma<or *art in the cam*ai)n- /n 183: they iss(ed a *etition to the =(een:
>the En)lish Female Address?-
The cam*ai)n a)ainst a**renticeshi* ca*italised on mass a)itation techni7(es of the second
cam*ai)n of the old A)ency 4ommitttee: mass meetin)s+ *etitionin)+ direct *ression+ *am*hlets
to inform abo(t the atrocities of the system- The leaders ,ere St(r)e and @eor)e Thom*son-
183:: &ritish abolitionists sent invitations to sym*athiAers aro(nd the co(ntry to invite them to
a conference in Bondon to disc(ss the sit(ation of a**rentices in the colonies- /t ,as to be held
in %ovember 183: in Bondon-
On the occasion of the convention+ a ne, committee ,as created: the Central Negro
!mancipation Committee of the AntiSlavery Society- /t ,as formed to (nderta.e the final
cam*ai)n a)ainst the a**renticeshi* system- /t ,as fo(nded by St(r)e and ,as 7(ite radical-
". #ictory in A$g$st 1%&%
5(rin) the A**renticeshi* *eriod+ local colonies assemblies had to decide ho, the system
sho(ld ,or.- /n some *laces+ the system ,as re<ected from the start for fear of tensions- (e3:
Anti)(a$- /n &arbados+ the system ,as abolished in 1838-
/n every colony+ local le)islat(res *referred to ta.e the decisions themselves before the
decision ,as im*osed by the Bondon 6arliament-
;hen a**renticeshi* officially came to an end (A()(st 1838$C it had already been
abolished by the colonies-
'easons: fear of tensions D decision to sho, that they ,ere res*onsible for their o,n affairs-
6ros*ects for former a**rentices:
%o ho*e for )ood *ros*ects- /ne7(ality bet,een the islands-
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&arbados: little land available- Former a**rentices moved from one location to the other in
search of a better estate o,ner-
the >located labo(r system? re*laced the a**renticeshi* system from 1838 on,ards:
labo(rers ,ere allo,ed to remain in the ho(ses they occ(*ied ,hen they ,ere slaves and to
*ay the rent *rovided they contin(ed to ,or. on the *lantation for E days a ,ee.C by doin) so+
they ,ere *aid 3#F lo,er than if they had ,or.ed for other masters 01 most acce*ted the
system for they ,ere )(aranteed a *lace to live- (yet+ hi)h rent very often$-
#ery little improvement from the stat$s of slaves to apprentice to located labo$rer.
Trinidad2 Gamaica2 &ritish @(inea: (ninhabited land: bri)hter *ros*ects- %b of a**rentices
settled on ne, *ro*ortions of land or emi)rated to other islands in search of better conditions-
9issionaries ,ere active in Gamaica+ tryin) to hel* former slaves and a**rentices to b(y land+
contrary to ,hat ha**ened in &arbados+ ,hich ,as (nder the control of the 4h(rch of En)land+
,hich little enco(ra)ed land *(rchase by former slaves- (4h of En)land ,as *art of the elite in
&arbados and o,ned *lantations$-
II Indent$red servants and immigrants' ne( forms of slavery
Ho, the slaves ,ere re*laced:
Shorta)e of labo(r from 1838 on,ards 01 *lanters enco(ra)ed ne, ,aves of immi)ration+
es*ecially from /ndia and )ave them a ne, stat(s+ ,hich became >indent(red servants?
(,or.ers ,hose *assa)e is *aid for+ *rovidin) they *romise to ,or. for a n(mber of years (E$ for
the same estate and for lo, ,a)es$-
1- From slave to indent$red servant' a seemingly positive evol$tion
1

Remember that this is the vision exposed in a document, it is only one representation
5efinition of indent(red servants:
The e3!slave *o*(lation of the ;est /ndies is called >4reoles?-
/ndent(red servants came from /ndia (9adras and 4alc(tta for e3am*le$-


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The first servants arrived in 188-
One of the islands ,here they im*orted indent(red servants ,as Trinidad-
There ,ere abo(t 18+### servants at the time-
Their nic.name ,as >coolies?-
They had to ,or. for the em*loyers for 1# years before they co(ld be free-
Facts abo(t indent(red servants as *resented in the te3t:
They did not ,or. only as field ,or.ers- They also ,or.ed in farms+ or as domestic servants-
Em*loyers did not treat them differently from before: they still considered them as slaves and
(sed the same ,or.in) conditions and *(nishments-
/ndent(red servants did not come from Africa+ b(t mostly from /ndia-
The colonies *aid for the voya)e of the servant+ and this is ,hy the servant had a debt to *ay
and had to ,or. for s(ch a lon) time for their em*loyers-
There ,as a 7(ota im*osed on the n(mber of slaves im*orted- Abo(t "E servants *er estate-
6lanters *aid a lot of money to b(y indent(red servants+ beca(se it ,as very chea* labor force-
The servants ,ent bac. to /ndia ,ith lots of money and a free tic.et for the voya)e-
6oint of vie, of the a(thor
- 6ositive evol(tion for the individ(al+ beca(se the livin) conditions d(rin) the voya)e ,ere
better+ beca(se the treatment of the individ(als ,as better- They ,or.ed nine ho(rs a day
b(t had S(ndays off+ holidays- They ,ere *rotected by a >*rotector?- They ,ere not
se*arated from their families and co(ld leave their master if the latter mistreated them- The
servant left the colony richer than ,hen he came-
- 6ositive evol(tion for the Em*ire+ beca(se ,ith the abolition of slavery the Em*ire had lost
money- 9(ch money ,as made than.s to this ty*e of contract- Trade ,ith /ndia im*roved
)reatly-
9y *oint of vie,
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Even tho()h the a(thor ac.no,led)es the fact that the indent(red servants had to *ay a hi)h
*rice to )et a <ob+ it is ar)(ed that still+ this is not really slavery- Of co(rse+ this is not slavery as
slavery felt by the slaves before+ b(t still+ in o(r (nderstandin) of h(man ri)hts in the 1I
th

cent(ry+ it is a form of slavery- &ritish ,or.ers ,o(ld not have been treated as s(ch- 6eo*le
,ere >im*orted?+ it is said-
They had to be *rotected+ and they had to ,or. for a lon) time to )et free- They did not benefit
from this systemC the em*loyers did-
"- Is it really an evol$tion)
"

This is a co(nter ar)(ment to the *revio(s *art- /t sho,s that+ even tho()h indent(red
servit(de is not as harmf(l as slavery as it occ(rred before the abolition+ still+ it is a form of
servit(de+ of s(bmittin) one individ(al to another individ(alJs ,ill-
/ndent(red servit(de in the American colonies-
&efore indent(red servants came from /ndia to the ;est /ndies as a conse7(ence of the
abolition of slavery+ there ,ere already indent(red servants sent to %orth America- /t ,as in the
late 181#s-
The very first servants came from E(ro*e-
The system of indent(red servit(de resembled ,hat is called service in h(sbandry+ ,hich ,as a
ty*e of contract (sed before *oor boys and )irls )ot married-
At this time+ indent(red service lasted for a *eriod )oin) from fo(r years to a decade or more-
6eo*le si)ned (* to be indent(red servants beca(se they ,ere attracted by the hi)h ,a)es+
chea* land and the ra*id )ro,th of the colonial economy-
There ,ere fo(r ty*es of servit(de: servants comin) ,ith a contract 2 servants comin) ,itho(t
a contract 2 >redem*tioners? 2 convicts
Us(ally+ servants ,ere sin)le yo(n) men-


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/n the American *lantations+ slaves came to re*lace servants beca(se they co(ld do the same
<ob ,itho(t bein) *aid-
There ,ere hardly any ,hite servants+ beca(se it ,as seen as im*ro*er for ,hites (0 racism$-
6ositive as*ects of servit(de )iven in this te3t
Servants ,ere said to come vol(ntarily+ and to retain le)al ri)hts- >they co(ld brin) s(it and
testify+ o,n *ro*erty+ and t(rn to colonial co(rts for *rotection a)ainst ab(sive masters-?
A fe, climbed the social latter and <oined the >elite?-
This servit(de ,as mainly vol(ntarily+ so it is not slavery-
Bimits to this *ositiveness
System ,as harsher then service in h(sbandry-
They a)reed to ann(al contracts for ,a)es+ ,hich means that their ,or.in) conditions co(ld
not chan)e+ im*rove-
They co(ld not marry ,itho(t masterJs consent+ and did not have m(ch to say abo(t livin)
conditions- They even co(ld be sold to another em*loyer ,itho(t consent-
/f a female servant )ot *re)nant+ she ,o(ld see her term e3tended-
9any arrived ,itho(t a contract+ so they ,ere de facto indebted and had to follo, orders-
&. A case in point' the coolie in the United States
A >coolie?+ accordin) to the ;ebster dictionary+ is >an (ns.illed laborer (s(ally in or from
the Far East hired for lo, or s(bsistence ,a)es?- This term in the US came to refer to 4hinese ,or.ers-
The first 4hinese mi)rants came to America aro(nd 18#- At this time on the American
;est 4oast+ the Frontier ,as e3*andin) and the co(ntry ,as searchin) for an enrichin)
ind(strialiAation- As 'onald Ta.a.i *(t it+ d(rin) a *eriod of time ,hich s*ans from 18## to
188#+ the United States ,ere )oin) thro()h a >9ar.et 'evol(tion?+ ,hich ,as >KtheL
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transformation of the American economy from a sim*le a)rarian!commercial *attern to a hi)hly
com*le3 economy of inter!re)ional s*ecialiAation?-
3

To do so+ the East and the ;est ,ere b(ildin) a h()e transcontinental railroad com*le3
,hose ends ,o(ld meet- This meant that the East and the ;est ,ere definitely lin.ed+ not only
by means of trans*ortation+ b(t also that the Eastern economy e3*anded into a national
economy- This meant that ,or.ers ,ere needed M able!bodied and (ns.illed ,or.ers ,ho ,ere
,illin) to earn money by any means+ even if they earned lo, ,a)es-
/t ,as (nderstandable then that immi)ration la,s ,ere loose and that all ty*es of
,or.ers ,ere to be ,elcomed- ;hether they ,ere from 9e3ico+ 4hina or E(ro*e+ all hands
,ere acce*ted to b(ild a bi))er+ )reat and richer America-
These immi)rants+ ho,ever+ had been l(red by ne,s that there ,ere )oldmines in ,hat
is .no,n as 4alifornia+ ac7(ired in 188 by the Americans from the 9e3icans- They had been
l(red by contractors ,ho ,ere ma.in) *romises of easy fort(ne- 9any yo(n) 4hinese ,or.ers
left their families and homes to ,or. abroad+ on @old 9o(ntain (the name )iven to 4alifornia
by the 4hinese$+ to ma.e a livin) and send the money to 4hina-
The 4hinese ,or.ers+ or >4hinamen? as they ,ere called in America+ ,ere (sed as chea*
labor- They hardly ever ar)(ed to ma.e better money+ nor ,o(ld they com*lain abo(t the
n(mber of ho(rs *er day they ,o(ld ,or.- They ,ere a *rofitable labor force+ and ,ere l(red
to the co(ntry by non!scr(*(lo(s em*loyers- ;hat made the 4hinese ,or.ers so (sef(l for the
American economy ,as the fact that they ,ere dee*ly involved in the ind(strial develo*ment of
the ;est+ in the sense that 4alifornia+ and more *recisely San Francisco+ ,o(ld be made the
*oint of de*art(re of steamers to 4hina-
%onetheless+ immi)ration in )eneral and 4hinese immi)ration in *artic(lar is not a one!
,ay *rocess- There are *arameters to ta.e into acco(nt+ and these concern not only the co(ntry
of arrival+ b(t also the co(ntry of ori)in-
>E3ce*t for the "E#+### 4hinese ,ho ,ere coerced into slave labor in the Ncoolie
tradeJ that o*erated from 18: to18:+ most ,illin)ly ans,ered the call of ;estern
ca*italists+ immi)ratin) to (ndevelo*ed colonies in the Americas?-

3
'onald+ Ta.a.i- !ron Cages" Race and Culture in #$
th
Century %merica+ :E-

G(dy+ O(n)- &nbound 'eet" % (ocial )istory o* Chinese +omen in (an 'rancisco+ 1:-
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The term >coolie? referred to (nfree laborers ,ho ,ere (nvolontarily shi**ed to a
forei)n co(ntry M they ,ere either .idna**ed or *ressed into service by coercion- Then they
,ere forced into labor (ntil they co(ld *ay off their em*loyer-
As Ta.a.i e3*lains in his ,or.+ the 4hinese ,ere solely *erceived as arms to b(ild the
co(ntryC they ,ere not ,elcomed as other )ro(*s of immi)rants ,ho came ,ith ,ives and
children- /n other ,ords+ they ,ere hardly considered as h(man bein)s+ for they ,ere denied
the *resence of ,omen M ,ho co(ld not ,or. M and the ,ill to settle in America- They <oined
the >Forty!%iners? r(shin) to 4alifornia+ ,here )old co(ld be fo(nd- Then+ as *rofits declined+
they left the )old fields to ,or. on railroads- ;hen the Transcontinental railroad ,as finished+
they moved to San Francisco+ 4alifornia+ and ,or.ed in man(fact(rin)-
Ho,ever+ the story of the 4hinese in 4alifornia did not follo, a strai)ht story line-
/mmi)ration and acce*tance of the ne,comers follo,ed the *(lse of American economy and
*olitics+ ,hich ,or.ed hand in hand- Unfort(nately+ 4alifornia end(red a *eriod of drastic
economic recession in the 18:#Js- The im*act it had on its inhabitants also bore conse7(ences
on the 4hinese immi)rants+ for they became the sca*e)oats of *eo*leJs misfort(nes-
4alifornia end(red an economic recession+ d(rin) ,hich ,or.ers s(ffered from
(nem*loyment+ lo, ,a)es and *oor ,or.in) conditions- F(rthermore+ labor or)aniAations
fo()ht a)ainst the ca*italist class- The 4hinese ,or.ers ,ere ri)ht in the middle of this crisis+ for
they ,ere *aid very lo, ,a)es+ acce*ted terms of their contracts ,itho(t com*lainin)+ th(s
,ere (sed as incentives a)ainst other ,or.ers- For instance+ sho(ld 4a(casian or blac. ,or.ers
as. for hi)her ,a)es+ their em*loyers ,o(ld threaten to re*lace them ,ith 4hinese ,or.ers+
,ho ,o(ld ,or. for a trifle- 4hinese ,or.ers lo)ically became the sca*e)oats for tho(sands of
,or.ers ,ho re*roached them ,ith stealin) their <obs and money- 6oliticians <oined the
harassment a)ainst the 4hinese+ on the )ro(nds that they co(ld not assimilate com*letely-
A series of meas(res ,ere ta.en a)ainst the 4hinese+ based on racial *re<(dice- First of
all+ labor or)aniAations fo()ht a)ainst the 4hinese+ ar)(in) they re*resented a threat to
4a(casian ,or.ers:
>5ans la *oliti7(e amPricaine d( travail a( dPb(t d( siQcle+ la rhPtori7(e d(
modQle de vie se caractPrisait *ar des codes interchan)eables de race et de
nationalitP C le soi!disant modQle de vie RamPricainS o( *l(s carrPment le NmodQle de
vie d( &lancJ se dPfinissait *ar (ne o**osition radicale avec cel(i de NlSAsiati7(eJ o(
d( NcoolieJ- BSAFB+ fondPe en 1881+ sSen)a)ea avec *ersPvPrance dans (ne croisade
*oliti7(e visant T interdire a(3 4hinois et a(3 a(tres o(vriers asiati7(es de re<oindre
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les ran)s d( syndicat et de la nation- Sam(el @om*ers+ 7(i f(t lon)tem*s *rPsident
de lSAFB et Herman @(tstadt+ *ermanent de la 4i)ar 9a.erSs Union+ installP T San
Francisco+ si)nQrent ensemble (n essai 7(i f(t diff(sP nationalement et 7(i
rassemblait cin7(ante annPes de rhPtori7(e anti!chinoise dans (ne e3*lication de la
faUon dont les modQles de vie des 4hinois Ptaient incom*atibles avec lSPdifice
*oliti7(e et c(lt(rel de la sociPtP amPricaine et mVme destr(cte(rs T son P)ard (---$
/ls *rPdisaient 7(S(ne nette diffPrence entre les salaires des 4hinois 7(i Ptaient
censPs Vtre des man)e(rs de riA et les &lancs man)e(rs de bW(f entraXnerait
lSeffondrement d( nivea( de salaires de ces derniers+ ce 7(i dimin(erait le(r
confiance en lSordre *oliti7(e et s(sciterait ainsi le mPcontentement et la sPditionY-
E

9orevover+ racial *re<(dice str(c. hard a)ainst the 4hinese-
8
The 4hinese formed a
bachelor society+ therefore they re*resented a dan)ero(s threat to the ,ell!bein) of
,hite families- (01 The >Oello, 6eril?$- /ndeed+ <(st as blac. men ,ere seen as b(rnin)
,ith obscene se3(al desire+ ,illin) to destroy ,omenJs innocence+ the 4hinese ,ere
*erceived as se3(ally *erverted+ lac.in) in 4hinese ,omen to satisfy their desire+ th(s on
the ver)e of assa(ltin) ,hite ,omen- 4hinamen ,ere all the more discriminated a)ainst
as 4hina ,as considered+ in the eyes of the inhabitants of the %e, ;orld+ as a
*recario(s+ ,ea. and >economically retarded? nation- /n other ,ords+ the 4hinese ,ere
*ict(red in a ,ay that made them hardly assimilable ,ithin American society- They did
not s*ea. the same lan)(a)e+ did not have the same c(lt(re+ did not brin) their ,omen
there+ and on to* of all thin)s they did not intend to settle definitely- Therefore no harm
,as done by treatin) them differently from other )ro(*s of immi)rants or ,or.ersZ
The American )overnment too. a series of meas(res to ens(re that the 4hinese ,o(ld
not be )iven the same stat(s as other immi)rants- /t first be)an in 188# ,hen the &(rlin)ame
Treaty of 1888 ,as revised ,ith a vie, to s(s*endin) immi)ration to the United States- This
meas(re ,as ,orsened ,ith the 4hinese E3cl(sion Act of 9ay+ 8
th
+ 188"- This Act ,as the first
one in history to a**ly to one (ni7(e )ro(* of immi)rants- /t e3cl(ded immi)ration of 4hinese
laborers for a *eriod of ten years- /n 188+ amendments ,ere made to ma.e s(re that all
4hinese ,ere e3cl(ded no matter their co(ntry of ori)in- The Scott Act of 1888 barred the re!
entry of 4hinese laborers ,ho had )one bac. to 4hina to visit their families- Then+ the E3cl(sion
Act >,as rene,ed in 18I" by the @eary Act for another 1# years and in 1I#" ,ith no terminal
date?- /n 1I1: and 1I"+ a series of la,s ,ere *assed to limit the comin) of ne, immi)rants

E
htt*:22clio-rev(es-or)2doc(ment8-html
8
The information related in this *ara)ra*h ,ere fo(nd in cha*ter [// from the ,or. by Thomas F- @osset: Race" ,he
)istory o* an !dea in %merica-
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and im*osed 7(otas on them- These la,s banned all Asian ne,comers e3ce*t the Ga*anese-
'i)ht from the start the 4hinese ,ere tar)eted+ and not only ,ere they forbidden to reach the
American 5ream+ b(t also their lives on the American soil became a daily str())le- They ,ere
re*roached ,ith ,or.in)+ ,ith bein) there earnin) money ,hereas some )ood *eo*le hardly
,or.ed and ate-
/n 4alifornia+ *oliticians s(ch as 5enis Kearney (sed their *o,er and infl(ence to s*read
their o,n very hatred of the 4hinese- /n 188"+ the 4alifornian Anti!4oolie Act ,as *assed-
Kerney+ alon) ,ith H- B- Kni)ht of 4aliforniaJs ;or.in)menJs 6arty delivered a s*eech as early as
18:8 and (sed *o*(lar racist *re<(dice a)ainst the 4hinese to <(stify their e3cl(sion- Some
anthro*olo)ists conc(rred their *ositions+ for at the be)innin) of the "#
th
cent(ry they asserted
that man.ind ,as divided into vario(s races+ and that the Aryan one ,as the dominant one-
:
(01
e3*lain *oly)enic theories$- /n their very o,n ,ay they a)reed to the fact that intermarria)e
sho(ld not be allo,ed (anti!misce)enation$- The ;or.in)menJs 6arty stated that the 4hinese
sho(ld be forbidden to hold *ro*erty+ to trade or even to settle in the state- Ho,ever+
discrimination a)ainst the 4hinese ,as distinct as early as 18E+ for the 4hinese ,ere not
allo,ed to testify in co(rts on the )ro(nds that the /ndians ,ere also not allo,ed+ and that the
4hinese ,ere from the same race as the /ndians-
4hinese immi)rants s(ffered from a social and *olitical re*ression ,hich derived from a
direct labor!re*ressive system+ in ,hich the *oorest and the ,ea.est M o,in) to lan)(a)e and
c(lt(ral barriers M ,ere the victims-
On the ,hole+ the 4hinese E3cl(sion Act of 188" res*onded to the conflict o**osin)
,hite labor and ca*ital+ for there ,as a fear of a social revol(tion and chaos- The 4hinese+
sca*e)oats of this conflict beca(se they came as chea* and vol(ntary labor+ ,ere tar)eted
e3*licitly in this Act- These overt acts of racism a)ainst the 4hinese >m(st be vie,ed in historical
terms as a form of )ro(* domination+ ,hich is sha*ed by the interaction of social+ *olitical+
economic and demo)ra*hic factors?-
8

Ta.a.i e3*ressed this discrimination correctly ,hen he ,rote that: >As stran)ers from a
different shore+ they had been denied e7(ality of o**ort(nity and ,ere se*arated from their
homeland by the Ntyrannical la,sJ of e3cl(sion?-
I


:
Oscar+ Handlin- !mmigration as a 'actor in %merican )istory+ 188-
8
'onald Ta.a.i- 'rom -i**erent (hores" .erspectives on Race and /thnicity in %merica+ 138-
I
'onald+ Ta.a.i- % -i**erent Mirror" % )istory o* Multicultural %merica+ ""1-
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6oliticians *assed the E3cl(sion Act b(t allo,ed the immi)ration of 4hinese merchants
and st(dents- This meant that the 4hinese ,or.ers ,ere discriminated a)ainst+ in favor of the
(**er class of their o,n co(ntry- %ot only ,as the elite in 4hina far more *rivile)ed than the
rest of the *o*(lation+ b(t also it ,as the same *attern in 4alifornia and on the national scale:
>Only the merchant class+ ,hich made (* less than E *ercent of the 4hinese
immi)rant *o*(lation in the late nineteenth cent(ry+ ,as e3em*t from the
E3cl(sion Act and co(ld afford to have families in America?-
4hinese ,or.ers ,ere the sca*e)oats of racist *re<(dice dee*ly rooted in American
c(lt(re- This race conflict dated bac. cent(ries+ and the ,hite settlers had a history of
s(*eriority theories- ;hether it ,as a)ainst the %atives+ the &lac.s+ the 4hicanos or the
4hinese+ the ,hite *eo*le al,ays felt that they ,ere s(*erior+ d(e to their conce*t of ,hat it
meant to be civiliAed- This race s(*eriority then ,as translated into class s(*eriority+ for the
,hite race ,as re*resented as the em*loyers+ the ,ealthy ones+ and the blac.s+ 4hicanos or the
4hinese ,ere *ict(red as the devio(s+ dan)ero(s+ (ns.illed and *lainly as tools in the hands of
the Americans:
>Of all the reasons for *re<(dice a)ainst immi)rants+ it ,as race ,hich event(ally
o(tdistanced the others and became+ to,ard the end of the nineteenth cent(ry+ by far the
most *o,erf(l so(rce of ob<ection to them (Z$ As early as 18EE &ayard Taylor ,as so(ndin)
the alarm a)ainst the threat of 4hinese immi)ration- /t ,as his Ndeliberate o*inionJ that the
4hinese ,ere Nmorally+ the most debased *eo*le on the face of the earthJ- Se3(al *ractices
,hich in other co(ntries ,ere Nbarely names+ are in 4hina so common that they e3cite no
comment amon) the nativesJ?-
1#

5e*rivin) *eo*le of their ri)hts+ discriminatin) *eo*le a)ainst on the basis of their ethnic
)ro(*+ their )ender+ or their *lace on the *rofessional ladder can be a means of
enslavin) them- &eca(se *eo*le may not )et access to the same ri)hts and liberties+ may
not be *rotected as they co(ld-
Bi.e,ise+ the system of indent(red servit(de is+ if not as harsh as slavery *er se+ another
form of slavery+ beca(se as ,e sa, in the vario(s doc(ments and co(rses+ one is not
totally free to defend oneself+ as one has to *ay bac.- /ndebted one is-



1#
Thomas F- @osset- Race" ,he )istory o* an !dea in %merica+ "8:!"I#-
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III. Child labor as another form of slavery
1- 6resentation of child labor
11

A. *hat is child labo$r)

Some ty*es of ,or. ma.e (sef(l+ *ositive contrib(tions to a childSs develo*ment- ;or. can hel*
children learn abo(t res*onsibility and develo* *artic(lar s.ills that ,ill benefit them- Often+
,or. is a vital so(rce of income that hel*s to s(stain children and their families-
Ho,ever+ across the ,orld+ millions of children ,or. in harmf(l conditions+ *(ttin) their health+
ed(cation+ *ersonal and social develo*ment+ and even their lives at ris.- These are some of the
circ(mstances they face:
F(ll time ,or. at a very early a)e (some ,or. by the a)e of fo(r$
5an)ero(s ,or.*laces (ie in mines$
E3cessive ,or.in) ho(rs
S(b<ection to *sycholo)ical+ verbal+ *hysical and se3(al ab(se
Obli)ed to ,or. by circ(mstances or individ(als (not a choice+ b(t a necessity im*osed
(*on by family+ or if no family+ by infl(encin) fi)(res$
Bimited or no *ay (ho, can they ar)(e\$
;or. and life on the streets in bad conditions (homeless children or or*hans$
/nability to esca*e from the *overty cycle
%o access to ed(cation
&- *hy do children (or+)
9ost children ,or. beca(se their families are *oor and their labo(r is necessary for their
s(rvival-
4hildren are often em*loyed and e3*loited beca(se+ com*ared to ad(lts+ they are more
v(lnerable+ chea*er to hire and are less li.ely to demand hi)her ,a)es or better ,or.in)
conditions- Some em*loyers falsely ar)(e that children are *artic(larly s(ited to certain
ty*es of ,or. beca(se of their small siAe and a)ile fin)ers-
For many children+ school is not an o*tion- Ed(cation can be e3*ensive and some
*arents feel that ,hat their children ,ill learn is irrelevant to the realities of their

11
These facts are mostly fo(nd on the follo,in) ,ebsite : ]htt*:22,,,-droitsenfant-com1
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everyday lives and f(t(res- /n many cases+ school is also *hysically inaccessible or lessons
are not ta()ht in the childSs mother ton)(e+ or both-
As ,ell as bein) a res(lt of *overty+ child labo(r also *er*et(ates *overty- 9any ,or.in)
children do not have the o**ort(nity to )o to school and often )ro, (* to be (ns.illed
ad(lts tra**ed in *oorly *aid <obs+ and in t(rn ,ill loo. to their o,n children to
s(**lement the familySs income-
6olitical+ social or economic reasons are at the core of this iss(e- These children *ay the *rice of
,ars+ crises+ *overty- They are a chea* ,or.force+ a docile cre,+ and the very fact that they are
children is an asset : they have smaller hands+ or are smaller+ so they can *erform actions ,hich
ad(lts cannot- For instance+ they may be more convenient to ma.e *rod(cts (ie matches$+ to
,eave+ than ad(lts ,o(ld- They are small eno()h to *l(n)e into mines-
Ho,ever+ it is not beca(se child labor is very visible in develo*in) co(ntries or (nderdevelo*ed
ones that develo*ed co(ntries or their instit(tions or com*anies do not have a *art to *lay- As a
matter of fact+ many com*anies do ta.e advanta)e of child labor+ beca(se it allo,s for better
*rofits+ as man*o,er is chea*- This is the case of Adidas and @a*-
4- *here do children (or+)
On the land
/n ho(seholds !! as domestic ,or.ers
/n factories !! ma.in) *rod(cts s(ch as matches+ fire,or.s and )lass,are
On the street !! as be))ars
O(tdoor ind(stry: mines+ constr(ction
/n bars+ resta(rants and to(rist establishments
/n se3(al e3*loitation
As soldiers
%o,adays+ thro()ho(t the ,orld+ 3E" million children ,or.- O(t of this n(mber+ 1#8 million
children have a <ob ,hich is acce*table+ that is to say ,hich abides by the la,s of em*loyment
(are old eno()h+ do not ,or. lon)er than allo,ed etc-$ These <obs are for instance ho(sehold
chores+ babysittin)+ deliverin) the *a*er+ or ,or.in) in a sho* or a resta(rant-
Ho,ever+ o(t of the 3E" million children mentioned+ more than "## million children thro()ho(t
the ,orld ,or.+ in vario(s ca*acities ,hich hinder their mental+ *hysical and emotional
develo*ment- Abo(t 111 million children (nder the a)e of 1E ,or. in dan)ero(s activities+ ,hile
EI million yo(ths bet,een 1E and 1: years old *erform the same dan)ero(s tas.s-
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,. *hat +ind of activity do they perform)
4hildren ,or. in mines+ fields+ ,or.sho*s or .itchens- Ho,ever+ a)ric(lt(re is the field ,hich
ma.es the most (se of child labor- 4hildren m(st ,or. as hard and as lon) as their *arents- As a
conse7(ence+ the mortality+ illiteracy and maln(trition rates are hi)her in the co(ntryside than
in the cities-
&i) com*anies tend to res*ect child labor+ as re)(lations are ti)ht- Ho(rs of ,or.+ a)e and other
criteria are follo,ed- Ho,ever+ smaller com*anies or ,or.sho*s are sometimes less re)(lated+
or less (nder the oversi)ht of re)(lators+ and therefore may ab(se child labor- For instance+
children may ,eave car*ets+ ma.e matches+ all this in ,or.sho*s that have been nic.named
>s,eatsho*s? (ateliers T s(e(r 2 ateliers clandestins$- /ndeed+ the ,or.in) conditions are *oor
(the li)ht may be dim+ the brea.s scarce$- &esides+ children do not f(nction as ad(lts- They may
not as. for better ,a)es or for better ,or.in) conditions- They come as a very chea* ,or.force-
Some children ,or. as servants+ and are often rented or even sold to more ,ealthy families-
4hildren+ (nder 13 and mostly )irls+ live ,ith their em*loyers- Other children do not s*ecifically
,or. for an em*loyer b(t do ,or. all day lon): this is the case for children ,ho live on the
street (after leavin) home+ or bein) .ic.ed o(t of home+ or bein) homeless or or*hans$- These
children sell )(ms+ matches+ ne,s*a*ers+ clean cars+ or be)- This is the best case scenario- 9any
fall into *etty crime and 2 or *rostit(tion-
!. Child labor in the US- the U. and France
A- /n the United States
/n many ind(strialiAed co(ntries+ children ,or. so as to: ma.e some *oc.et money+ hel* their
family o(t+ earn money+ etc so as to one day *ay for their colle)e fees- %evertheless+ itJs not
beca(se ,eJre tal.in) abo(t ind(strialiAed co(ntries that child labor+ in the sense of child
e3*loitation+ does not e3ist-
On the contrary+ child labor affects co(ntries ,hich *romote childrenJs ,elfare- As a matter of
fact+ in the United States+ many children are fo(nd ,or.in) on farms for e3am*les- Oet+ ,e may
notice that many+ if not a ma<ority+ come from ethnic minorities+ s(ch as the 9e3ican
immi)rants- /f many come from immi)rant bac.)ro(nds+ then )oin) to school may not be fo(nd
com*(lsory- 6l(s+ ,or.in) and st(dyin) may not be feasible- Th(s+ ,or.in) is the choice
(vol(ntary or not$ made-
Another *roblem to be fo(nd is the fact that+ des*ite their bein) in an ind(strialiAed co(ntry
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,here ,or. is controlled and s(*ervised by instit(tions+ child labor is not as *rotector as ad(lt
labor- That is to say+ in the case children h(rt themselves ,hile ,or.in)+ they may not )et social
or health sec(rity- Their ,a)es are often lo,er than ,hat an ad(lt ,o(ld earn+ and children do
not defend their ri)hts as easily as ad(lts ,o(ld-
This form of e3*loitation can be called discrimination+ in the sense that it affects mostly
members of non!4a(casian ethnic )ro(*s: 9e3icans+ 4hinese+ red(cin) them to certain forms of
,or.-
Those children ,ho ,or. more than they sho(ld in the US belon)ed to ,or.in) *oor families+
that is to say families ,hose members have *recario(s <obs only- They also belon) to recent
immi)rant families+ sin)le!*arent families+ or their *arents are (nem*loyed-
/n "##8+ after a control o*erated by federal a)ents+ it ,as re*orted that "+### case of ille)al
,or.in) conditions involvin) children-
&et,een 1I8E and "##E: "":+### children s(ffered from ind(strial accidents (accident d(
travail$+ es*ecially in the field of a)ric(lt(re-
&- /n @reat &ritain
Even tho()h @reat!&ritain is the very first co(ntry to have re)(lated child labor (cf Factory
'eform Act of 1833$+ there are abo(t " million children there ,ho ,or. on a re)(lar basis- /n
En)land and in /reland+ havin) a small <ob is *art of the tradition- This allo,s children to earn
some *oc.et money- Some may ,or. as cashier in a s(*ermar.et+ or as *a*erboys+ or
babysitters- They ,or. a fe, ho(rs a ,ee.+ es*ecially on S(ndays and after school-
Unfort(nately+ some *eo*le ta.e advanta)e of this sit(ation and try to e3*loit them+ by )ivin)
them lo, ,a)es- Some children ,or. more than the ma3im(m amo(nt+ ,hich is 1: ho(rs *er
,ee. for children of 13 and 1 years old- Teena)ers can be fo(nd ,or.in) in *(bs for more than
"E ho(rs *er ,ee.+ for ,a)es as lo, as one *o(nd an ho(r (abo(t 1-E e(ros$- Some cases even
re*ort that 8 year old children have been fo(nd ,or.in)-
/n En)land+ not!for!*rofit or)anisations try to call *eo*leJs attention+ as these children mainly
belon) to *oor families- 6overty res(lts in children ,or.in) to hel* their *arents ma.e ends
meet-
4- /n France
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/n France+ tho(sands of children are not re)istered in a school- 9any are already ac7(ainted
,ith the *rofessional ,orld+ b(t they tend to be victims of ab(ses: lo, *ay+ many ho(rs+ and
the ta.in) advanta)e of their i)norance in terms of le)islation-
Other )o to school+ and ,or. as a**rentices+ that is+ they ,or. *art!time and st(dy *art!time-
%evertheless+ many em*loyers tend to ta.e advanta)e of this sit(ation+ *romisin) to hire them
b(t never doin) so+ or ref(sin) to *ay ,hen they have ,or.ed overtime-
The notion of >internshi*? has also been ab(sed- Some do ta.e advanta)e of children ,hile they
are interns+ and have them *erform d(ties ,hich sho(ld be those of em*loyees- Others do
em*loy children+ as the la, allo,s it+ b(t they call their contract an >internshi*?+ ,hich allo,s
em*loyers to *ay interns less than a re)(lar salary- Ho,ever+ to be an intern+ one has to have a
contract+ sti*(latin) the name of the school formation and the name of the school- 4hildren
tend to i)nore this+ ,hich acco(nts for the many ab(ses they s(ffer ,hen they a**ly for
s(mmer <obs etc-
". T(o cases in point' Adidas and /ap
A- Adidas
1"


&- @a*
13

&. 0epresenting and voicing protest' the Song of I1bal
The Song of I1bal- by Casse 2. Forc3e+ 415567
18

9y father sold me to a car*et man
/ )o to his factory at am
/Jm ,or.in) all day as hard as / can
/Jm <(st a child ,or.inJ li.e a man
9y father sold me to a car*et man
;ho r(ns a factory in 6a.istan
For a t,elve dollar debt he co(ld not *ay
/ ,or. li.e a slave for si3 cents a day

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htt*:22,,,-)(ardian-co-(.2(.2"###2nov21I2<asonb(r.e-theobserver2*rint
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htt*:22,,,-)(ardian-co-(.2,orld2"##:2oct2"82ethicalb(siness-retail2*rint
1
htt*:22,,,-sto*childlabor-or)2teensandst(dents2messa)e-htm
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4hained to my loom---6retty r()s for yo(r room
9y name is /7bal M And my lifeJs f(ll of )loom-
0o breaks, no lunch111 do the best ! can
0o school, no play111 in )oly .akistan1
/Jm fo$r years yo(n)+ and / only .no, one ,ay
9a.inJ r()s for yo(r rooms --- and / donJt ho, to *lay-
Bi.e some .ids in 4hina ,eavin) *retty colored r()s--
They slave to ma.e toys---%o .ittens---or h()s-
/ sit at the loom 1" ho(rs stron)
/ donJt .no, this is very ,ron) M
;or.in) in silence all thro()h the day
/ donJt even .no, thereJs another ,ay-
;hen / ran a,ay+ / ,o(ld *ay+ be attac.ed
;ith relentless beatin)s on my bac.-
/ had no choice+ for / needed to stay
And labor a)ain for si3 cents a day-
9y name is /7bal and /Jm only five
/ donJt even .no, that / am alive-
;hen /Jm si3 / ho*e this tort(re ,ill cease
Or is this the ,ay it m(st al,ays be\
At the a)e of si3+ / dreamt of the loom-
%o dreams of *(**ies+ or toys in my room-
%o, / am seven+ and tr(st @od has a *lan---
To save the children from the factory man-
/Jm ei)ht years old+ And thin. / can say---
That / do ,hat /Jm told+ &(t / hate every day
%o, / am nine and &BF^ set me free
/ esca*ed to a 'ally from the factory-
The *a*ers ,ere sent ,hen / ,as <(st ten---
/Jll never ret(rn to the loom a)ain_
9y story can no, be told to more M
;e no lon)er o,e the factory store
The school of .no,led)e
Fed my s*irit a feast M
And then my li)ht ,ent o(t+
;hen / ,as shot near a beast-
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5o not b(y *retty r()s or toys+
That are made by children !! )irls and boys-
;atch for the 2Rugmark3 that ma.es this decree:
Im made by a worker thats grown-up and free!
&onded Babo(r Biberation Front (in 6a.istan$
Postscript:
!4bal had the dream to read and help other boys and girls1 %*ter being *reed at ten years old, !4bal Masih
became an outspoken advocate *or 5orking children and 5as a5arded the Reebok )uman Rights %5ard
in %merica at the age o* ##1 Back in .akistan, he rallied and set over 3,666 children *ree1 ,hen, at the age
o* #2, he 5as murdered on /aster (unday in #$$71
I#. 0esponses from the (orld of commerce' ethical companies and
ethical ban+ing.
Some com*anies have decided that scandals and other conflicts ,ith ethics!oriented instit(tions or
)ro(*s have led their re*(tation tarnished- As a conse7(ence+ they have decided to chan)e their
mar.etin) strate)y and to chan)e their f(nctionin) ,ithin the com*any-
1. The case of !thical ban+ing
]htt*:22,,,-)(ardian-co-(.2environment2ethicallivin)blo)2"##I2a*r21:2ethical!money!ethical!livin)1
Alternatives to reg$lar b$siness'
4ons(mers have been floc.in) to ethical alternatives in the ban.in) sector in recent months+
incl(din) the old m(t(al b(ildin) societies- Triodos+ (Ethiscore 1-E2"#$ sa, its n(mber of
c(stomers )ro, by a 7(arter in "##8+ and Ecolo)y &(ildin) Society (Ethiscore 182"#$ has seen a
vast increase in savin)s de*osited since the cr(nch-
On the contrary+ '&S (Ethiscore 32"#$ for e3am*le has been heavily criticised for its investment
in fossil f(els and its (se of ta3 havens-
4redit (nions are also benefitin) from the credit cr(nch- The members of any one credit (nion
all share a `common bond` ,hich co(ld be livin) or ,or.in) in the same area+ havin) the same
em*loyer or belon)in) to the same ch(rch+ trade (nion or other or)aniAation- 9embers *ool
their savin)s+ allo,in) loans to be made+ often to those that ,o(ldnSt find credit thro()h a hi)h
street ban. M and hel*in) to .ee* *eo*le o(t of the hands of local loan shar.s- There are
a**ro3imately 8## in the UK ,ith aro(nd a million members-
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!thical ban+ing
Ethical ban.s sometimes ,or. ,ith narro,er *rofit mar)ins than traditional ones+ and therefore
they may have fe, offices and o*erate mostly by *hone+ /nternet or mail- An e3treme case of
this is Smile (a s(bsidiary of 4o!o*erative &an.$+ the first ethical ban. that o*erates e3cl(sively
by /nternet+ follo,ed by e&ay 9icro*lace-
e3am*les: Triodos &an.+ Ecolo)y &(ildin) Society

Socially 0esponsible Investing 4S0I7
9Socially 0esponsible Investing (S'/$ is a broad!based a**roach to investin) that no,
encom*asses an estimated a3-#: trillion o(t of a"E-" trillion in the U-S- investment mar.et*lace
today-?
1E

Hence em*hasis on comm$nity:
>4omm(nity /nvestin) directs ca*ital from investors and lenders to comm(nities that are
(nderserved by traditional financial services instit(tions- 4omm(nity investin) *rovides access
to credit+ e7(ity+ ca*ital+ and basic ban.in) *rod(cts that these comm(nities ,o(ld other,ise
lac.: affordable ho(sin)+ child care+ and healthcare-?

C,FIs or C:;;UNIT< ,!#!2:=;!NT FINANCIA2 INSTITUTI:NS
>4omm(nity develo*ment financial instit(tions (45F/s$ hel* to address the financial needs of
(nder!served+ *redominantly lo,!income comm(nities- 45F/s incl(de comm(nity develo*ment
ban.s+ credit (nions+ b(siness and microenter*rise loan f(nds?
18
-

/n the US: >the first minority!o,ned ban.s tar)etin) lo,!income areas ,ere established in the
late 188#s- The 1I3#s and 1I#s sa, the emer)ence of credit (nions+ many of ,hich ,ere in
the r(ral so(th and ,ere desi)ned to serve African Americans ,ho did not have access to credit-

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The coalescense of these vario(s initiatives into a reco)niAed develo*ment finance ind(stry did
not really occ(r (ntil the early 1II#s and ,as fostered by the 4linton administration-?
1:


". The case of Ni+e
4f *olyco* distrib(P le co(rs *rPcPdent-
18

The case of %i.e sho,s (s that some com*anies have tried to chan)e their ima)e-
Em*hasis is no, on ethics-
;hat are the motivations and the im*act in the case of com*anies\

;:TI#ATI:NS
! the ne)ative *(blicity h(rt b(siness
! /ndivid(al em*loyees at %i.e started to ,onder ,hat .ind of com*any they ,ere ,or.in) for
and ,hat messa)e ,as bein) sent abo(t the *eo*le ,ho ,or.ed there
! As lon) as com*anies *erceive 4S' as somethin) Son the sideS!! a,ay from the main b(siness
decisions!!they ,ill contin(e to be v(lnerable
! The com*any needed to )et reality in line ,ith its *(blic ima)e
! ;e needed each em*loyee to ,or. conscio(sly to be environmentally res*onsible and see
himself as an environmental ambassador in his comm(nity

I;=ACT
! it is in their everyday b(siness activities that com*anies have the bi))est im*act on society
! /t hel*ed (s in sellin) o(r *rod(ct- /t hel*ed (s in recr(itin) and retainin) em*loyees- And ,e
believe that (ltimately it hel*ed (s in creatin) shareholder val(e
! As for %i.e+ EitelSs challen)e is to comm(nicate the com*anySs ethics and social res*onsibility not
<(st to e3ternal critics+ b(t to %i.eSs E##+### em*loyees in E8 co(ntries-



1:
/dem-
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&. The case of Adidas.
;eJve seen before that the brand had been char)ed ,ith (sin) child labor-
At the t(rn of the cent(ry+ in "###+ AdidasJs behavior ,as that of denial-
As Adidas is a @erman com*any+ o*eratin) in the E(ro*ean Union and ,orld,ide+ it came (nder the
scr(tiny of the E(ro*ean UnionJs *arliamentary investi)ation-
%evertheless+ Adidas ref(sed to send com*any re*resentatives to a meetin) in the E(ro*ean 6arliament
in &r(ssels that heard a litany of acc(sations a)ainst some com*anies+ amon) ,hich %estle and Adidas-
Evidence of the com*aniesJ (nethical behavior ,o(ld have been *rod(ced- As a matter of fact+ the
hearin) ,as told that ,or.ers man(fact(rin) Adidas )oods in /ndonesia (in a factory near 4a.(n)+ east of
Ga.arta$ ,ere forced to ,or. more than E# ho(rs of overtime a ,ee.+ ,hile bein) *aid less than the le)al
ho(rly limit for the ,or.-
This boycott *rovo.ed o(tra)e amon) E(ro 96s ,ho felt that the com*anies ,ere arro)ant and their
behavior (nacce*table in terms of ethics-
1I


9ore recently+ Adidas chan)ed its strate)y and em*hasiAed its code of ethics-

;hy\
! Same strate)y as for %i.e: *(blic ima)e of the com*any in a conte3t ,here ethics are *ro*oned
and defended vi)oro(sly-
! Adidas ,as (nder the s*otli)hts as it man(fact(red the soccer balls for the "#1# ;orld 4(* in
So(th Africa- /t is a ,ell!.no,n fact that child labor in the *rod(ction of soccer balls has been
e3*osed since the 1II#s- 6a.istan+ /ndia and 4hina *rod(ce soccer balls- As the brand does not
o*erate directly+ b(t s(bcontracts the man(fact(rin) to a firm in one of those co(ntries- As a
conse7(ence+ Adidas >is (sin) a factory in 4hina+ ,hich has not had child labor or s,eatsho*
)rievances-?
"#
Adidas has also listed all the factories they ,or. ,ith as the s(**lier for the "#1#
;orld 4(* 9erchandise-?
"1
4F 6OBO4O6/E F'O9 A5/5AS_


1I
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/dem-
L3 Marketing British Civilization 2
nd
semester

""

8. The case of Starb$c+s' ethics and mar+eting

Starb(c.s chan)ed its main s(**lier in terms of coffee+ and no, its ma<or coffee *rod(cer is the )lobal
or)aniAation 'airtrade (>commerce e7(itable?-$

Starb(c.s has al,ays *resented itself as a fair!trade com*any: it *resents itself as an ethical cor*oration+
claimin) that it *ays hi)her than mar.et *rice for its coffee+ th(s distancin) itself from other coffee
ho(ses-

&y doin) so+ by adherin) to fair!trade movement+ Starb(c.s *arta.es in the hel*in) of 1##+### coffee
farmers and comm(nities-
%ot only is this chan)in) its economic strate)y+ as coffee )ets more e3*ensive to b(y for the com*any+
b(t it more im*ortantly im*roves the ima)e of the brand on the social sta)e- /ndeed+ this *resents
Starb(c.s as a com*any ,hich is concerned ,ith the 7(ality of the *rod(ction+ ,hich em*loyment
conditions etc-

&e caref(l_ This mar.etin) strate)y tends to be misleadin): Starb(c.s is not a fair!trade com*any_ Only
the ma<ority of the coffee it *(rchases comes from fair!trade comm(nities-

This is very clever on the *art of Starb(c.s+ beca(se in "##8 it s(ffered from a financial storm ,here its
*rofits dro**ed and h(ndreds of stores had to be closed- Starb(c.s is s(rfin) on the ,ind of chan)e
,hich blo,s over the notion of ethics M as fair!trade becomes fashionable and in+ then itJs hi)h time that
Starb(c.s no lon)er claims to be fair!trade oriented+ b(t be f(lly certified+ as its asserts in its "##I
cam*ai)n in the UK and /reland: >;eJve been craAy abo(t 4offee+ no, ,eJre 4ertified?- 4f *ict(re-