Re: Name change Please
Hint: nobody seriously uses the term 'politically correct' (PC) any more. It's purely used by those who are against certain policies or ethical frameworks.
That aside, you do have a point that an effective way to bring ethical sourcing into products is to make a really good product that people want which just happens to be ethical - or indeed to make the ethical version the norm. You can't buy non-Fairtrade bananas from Sainsburys, for example. And while I think ethical brands such as Cafedirect (coffee + tea) and Divine (chocolate) have their place in establishing a market, making supermarket own-brand products fairtrade seems to grow the market better.
There's an appreciable market for ethical products, and a slight markup over the less ethical ones seems to be accepted by the market. Likewise premium products manage quite well to be ethical.
If the Fairphone had launched with a slight premium and better marketing, it could have done well. The trouble is that it was somewhat more expensive than comparable models, and its launch coincided with the arrival of really good budget Android phones (Moto G etc), making the price disparity even starker.