LAUSR

Abstract The objective of fair trade to achieve economic justice through markets depends on establishing, via moral education, bonds of solidarity between Northern consumers and impoverished Southern producers. Moral education is increasingly realised by commercial brands who take advantage of the opportunities offered by social media. This article analyses the discursive construction of solidarity in the brand communication of Pukka (UK) and Pizca del Mundo (Poland) on Facebook. It identifies 3 discourses of solidarity: ‘solidarity through legitimation’, which presents the rationale for solidarity with Southern producers; ‘solidarity through affinity’, which constructs a moral economy between Southern producers and Northern consumers; and ‘solidarity through lifestyle’, which proposes everyday actions that can be undertaken by consumers to support Southern producers. These discourses are employed by the brands to different extents, with Pizca del Mundo attempting to establish a fair trade market in Poland and Pukka with an aim to increase sales of their fair trade products. The article concludes that primarily the discourses of ‘solidarity through legitimation’ and ‘solidarity through affinity’ serve moral education whose objective is to generate sustained commitment towards Southern producers as distant others.