About the
FAIR concept

What is most fair? – Facing the dilemmas…

When talking about what is most FAIR to people, animals & the environment you will always meet many complex dilemmas and ethical questions. And what is fair in one part of the world, may not be fair in another…

Being fair means that a lot of factors need to be taken into consideration. We can quickly agree on the fact that ecology and fair trade is good for both the environment and people, but have you ever considered how the choices we make, when we go shopping, are interlinked and mutually affect each other on a global level?

What is most FAIR? - Here are some considerations...

It can be difficult to judge what is most FAIR for everyone on this planet. And the reason why we are asking you this question is because we want you to consider the complexity and the dilemmas that may occur when you start looking into the question of what is FAIR. This exercise helps you use this site better, so you can start asking questions about what will create a more FAIR world.

Here is an example

The first choice affects the environment, because they need to be transported a long way and thereby pollute. The other choice affects the environment in terms of the risk of pesticides leaking into the groundwater.

There are no easy choices...

The easy choice would be to buy organic apples that have also been grown locally. But that places us into another dilemma, because if we only buy locally, there will be no world trade and no earnings for the small farmer in a developing country.

Another thing is that if we have to buy everything locally, it will affect the pricing as well, since the same goods cannot be produced at the same price in, for example, a Western country versus a developing country. Hmmm, big dilemma...

We are all connected and depend on each other

We have created a world, where it is becoming clearer than ever to us that we depend on each other, our respective resources, trading methods and prices. That everything we do one way or another will affect those at the other end of the production chain.

So this raises the question: What is most FAIR? What kind of products do you vote for? What do you believe will make the biggest difference for a more FAIR world?

Wouldn’t it be great, if you could buy products that were 100% biodynamic, fair trade, locally produced and where all profits went to support a good cause? It is probably a utopia in the current world we’re living in, but if everybody makes just a little difference in each their own way, together we can create a better world.

Nobody can do everything,
but everyone can do something, and together we
can create miracles!

What do you vote for?

We have developed some features, which may help you consider what you find most FAIR and what you vote for.

- The FAIR business areas

We have 40 business areas that companies can join. Which FAIR business areas do you think make the biggest difference?
Click here to vote and join the global poll.



- The FAIR-issues

We have nine categories with issues that companies can declare that they comply with. Which FAIR issues do you believe are most important for companies to practice?
Click here to vote and join the global poll.



- The Certificates & Labels

We have uploaded hundreds of certificates and labels that companies can display on their profile. Which certificates and labels do you look for when you go shopping?
Click here to join the global poll.



It is difficult to take all of this into consideration at the same time, but you can choose to do your best. So strive for buying the products that in your opinion do the most good. By creating a demand, you become one of the world’s changemakers.

It is only if we discuss what is most FAIR that we can move boundaries and create awareness!

Your stop before the shop

This is what TheFairPages is all about – to make a conscious choice when you do your shopping. We want this site to be a collective voice of people from all over the world. We want to include everyone, and to hear each and every version of what each of you believe is FAIR.

What are your FAIR dilemmas?

Do you have some good examples of some of the dilemmas you meet in your everyday life? Write a comment.
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“Wouldn’t it be great, if you could buy products that were 100% biodynamic, fair trade, locally produced and where all profits went to support a good cause?”