Since the 1960s the global Fair Trade Movement has taken steps to address these inequalities through awareness raising, the creation of Fair Trade labels, trading partnerships and ethical trading initiatives. Fair Trade researchers have found that socially cognizant consumers are ready to pay a little supplementary for the pledge that small-scale, often poor producers in developing countries have received a fair share of the money earned from the sale of their products. In this way, Fair Trade gives consumers a chance to help fight the contradictory effects of free trade, which values profits over people
