TRUST

In Cambodia and China the minimum wage would need to be at least twice as high to cover the basic cost of living (Clean Clothes Campaign, 2014).

In the Cambodian garment industry, over 80% of workers are women, aged 18-35. In India, Bangladesh and across Asia likewise, most garment workers are women. Many of these women have children and families to provide for and no other income earners in the family to contribute.

According to Clean Clothes Campaign, one worker’s salary typically supports at least three people in a family. Not only do low wages keep garment workers in a cycle of poverty, but they also add to the pressure to work long overtime hours, which impacts on health and safety.

Research shows for the most part, people don’t trust brands anymore. By and large, consumers are now sceptics. Why the mistrust? Rana Plaza, the banking crisis, the horse meat scandal, VW emissions scandal, IAAF doping scandal and the FIFA corruption are just a few of the incidents that have ravaged public trust in business.

Consumers now expect that business exists to serve society: on an individual and the collective level. People expect brands to help make our daily routines easier — by helping us stay healthy, by better connecting us to our loved ones and by helping us make informed, smart decisions.

We also expect brands to play bigger roles in our communities through event sponsorships or corporate social responsibility (CSR) initiatives that help support our collective well-being.
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