The real affect of Fairtrade is that it shifts the whole debate from a commodity-focused trading issue to being about people and behaving with basic decency and fairness.
This is a generational shift that takes decades to embed, but ends up benefitting all.
Mars, for example, is on the cusp of announcing that all it's cocoa will be fairtrade.
All because of consumer pressure to do the right thing.
It's a slow, messy and imperfect process, but one which is about doing the right thing, today, here, now, in the best way you can. And when enough people join you, it eventually becomes the new normal.