The consumer could connect with the grower cooperative through social media, allowing them to support and promote fair trade initiatives. Dunne believes this type of connectivity offers the promise of complete traceability in the supply chain. He believes this type of approach will give businesses more opportunities to explain how their international operations are helping developing countries. “One of the ways to ensure the customer is invested in an organization is to explain how you are providing a vital capability in a part of the world that would not have had the opportunity to grow and prosper if it had not been part of the supply chain. “Brands need to think about a world of radical transparency and remember that consumers will act locally and think globally. So organizations need to tell a local story as a global story." Dunne says a great example of how data can help drive sustainability is a system BT has developed for the logistics sector called BT Trace. It is a cloud-based system that aggregates different types of data sources from across the offering