During the recession, consumption has been changing for a range of products. But we are concerned with how products that are sustainable [for environment and development] are faring. This graph [“recession’s crosshairs”] attempts to capture two simultaneous trends — in total product sales during recession and in those sustainable niches. untitled1While this graph has its problems — for instance, quality issues are not displayed — broad trends and crucially differences among products is evident. This means, different policy prescriptions for different economic times. Here, coffee category sales are up, but niche sales [e.g. Rainforest Alliance] way down; while chocolate [Fair Trade] up – partially owing to chocolate’s role as a “treat” but also owing to Cadbury’s inclusion of Fair Trade cocoa in its Dairy Milk bars.

  • Is this a good way to represent these Slump-induced changes?
  • Are our calculations/positionings correct?
  • How could all this be improved?
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