O comércio justo nas práticas de marketing social das grandes empresas

In this paper we describe the context of Fair Trade in the Social Marketing practices in the mainstream (large companies) of international trade relations. After exploring literature about the subjects, we collected, over 14 months, data on big businesses practices, using specific tools, and made a speech analysis that led to the appreciation of such content. Through this analysis, we observed that the companies studied have some consonants and some obscure issues. Concerning the analyzed speeches, officials indicate that Fair Trade is not philanthropy, that it helps to expose the existing concern for smaller producers, that the Fair Trade products purchasing scale is still small compared to the total business and that they understand sustainability in a strategic way, among other items. By examining the practices of big companies, we observed the existence of similar characteristics in many of them, which corroborates the socially responsible action in accordance with Social Marketing. There is a new approach about culture and organizational practices, related to exchange relations, attention to diversity and aspects hitherto relegated to the background, both by academia and by business players. The inclusion of Fair Trade in the mainstream marketing practices involves changing values, forms of action, and organizational practices.