What does “voting with your wallet” mean? It means that every customer has the power to choose what he wants to buy. And if the customer choose products from fair companies, then not only the producers will benefit (and we at Fairtrade know that they really will), but other companies will be pushed to commit with fair trade.
When consumers get together to show their power of vote, than we have a cash mob. Last October, in Padua, Fairtrade mobilized consumers to show their power. Here is the video: