Purpose of the Study: Today, where consumers are becoming more and more conscious, it is possible to convey the concept of "Fair Trade" with the technique of storytelling. With fair trade, businesses should not be harmed while serving sustainable development. At this point, it is seen as a rational solution to involve the consumer in this value creation. This study proposes the storytelling technique as an efficient option in explaining the functioning of the fair trade process to the consumer. Method of the Study: The purpose of the study is conveyed with a conceptual framework. The importance of spiritual satisfaction, which started with Marketing 3.0, brought with it the fact that the concept of value creates value for companies. In addition to making profits, companies should distinguish themselves with their social and environmental responsibilities (Kotler, Kartajaya, & Setiawan, 2021: 15). Value creation and delivery journeys evolve with customer and producer cooperation and timelessness, limitlessness and even multiple identities (Avatar identities) brought by technology. This phase, which is called Marketing 5.0, can be interpreted as the combination of marketing 3.0 and technology-based marketing 4.0 in a sense that does not give up focus on people (Kotler, Kartajaya and Setiawan, 2021: 49). At this point, the value created by fair trade practices against suppliers in emerging markets is considered very important. As well as the creation of this value, the story and transmission of each chain of this value can be interpreted as strategic steps for companies with the competitive environment in multiple and even digital markets.


Marketing, Marketing Communication, Fair Trade, Storytelling