Are you one of those mugs who pays double the odds for a jar of jam because it has a piece of gingham cloth over the lid and a folksy label that says “Mrs Miggin’s Traditional Homemade Farmhouse Jam”?
Do you imagine that, when large companies post hip messages on social media, they are somehow more ‘authentic’ and that their products are therefore more ethical purchases?
If so, the big commercial brands have got your number, and can exploit your idea of what is ‘real’ to sell you their stuff. Paul Ford explains how.
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