ABSTRACT
In this chapter, the authors analyze yet another relationship in which a celebrity acts as a mirror. They discuss how the mediatization of this event emphasizes the bond between the celebrity jeweler and the Colombian producers: they celebrate their shared work as artisan producers. Eco-chic is a specific form of ethical consumption, endorsed by social movements trying to improve practices of production from within the capitalist system. In response to consumer vigilantism and non-governmental (NGO) “brandjacking,” corporations emerged extending the hand of Corporate Social Responsibility (CSR) to their former combatants. The Good Gold campaign in Amsterdam was organized by Solidaridad, a well-known Dutch NGO. Robert Foster’s emphasis on the two sides of value creation—production and consumption—provides an excellent point of departure to analyze fair-trade initiatives. Brandjacking is a social movement campaign strategy that draws attention to alleged abusive behavior of transnational corporations. The analysis of big business CSR is relevant for our understanding of good gold initiatives.
