Can Advocacy-Led Certification Systems Transform Global Corporate Practices? Evidence, and Some Theory

This article examines global branding, improved awareness in both consumer and financial markets of the social and environmental practices of firms, and collaboration on the part of producers to reduce their risk of brand-damaging attacks on the social and environmental responsibility of their practices. The emergence and growth of the Forest Stewardship Council as the "gold standard" for sustainable forest management, and the expensive attempts by the forest products industry to create industry-driven substitute standards, may be the pivotal example of this phenomenon. The further growth of certified Fair Trade practices under TransFair USA is another example. Both cases provide important lessons as to the elements of present and future success for this movement. They may also represent creative solutions for problems of persistent poverty. -Summary of Abstract