How We Learn To Love A Union

Swiss labour union UNIA is scoring like hell and starts frightening the establishment. Well done - and they've just celebrated their first birthday. The unusual is that UNIA is applying the techniques of the business they are trying to put on a short leash:

• merger
• tight budget
• distinctive branding
• vigorously concerted campaigns
• cunningly playing the media
• hiring talent
• cutting edges (i.e. sacking employees).

UNIA has positioned itself well and is earning respect. But as we learned, the 21st century embraces not only respect but also love. How can we stop worrying and start learning to love a labour union?

Fair trade transformed itself from hippy thingy to big business. It's time that fair work becomes an issue in Switzerland too. No Sweat and American Apparel have shown that this can be successful. If UNIA would apply such an approach and start exploring into marketing fair work products under their brand, the sky would be the limit of love they can earn.