The Dominion TUESDAY, OCTOBER 5, l926. MADE IN THE EMPIRE

Dominion, Volume 20, Issue 8, 5 October 1926, Page 10

The Dominion TUESDAY, OCTOBER 5, l926. MADE IN THE EMPIRE

Two even's of some significance in the trade-within-thc-Empire movement are at present before the publics attention. Saturday s issue of The Dominion contained an important announcement by Air. Amerv. Secretary of State for the Dominions and the Colonies, with reference to the activities of the Empire Marketing Board; the New Zealand Drapers’ and Clothiers’ Federation has organised a Dominion-wide “Buy British Empire Goods shopping 1 estival, in which window displays and special advertising will be a feature. Mr. Amery's announcement refers particularly to the produce side of Empire' marketing, in connection with which the Marketing Board is about to engage in an intensive publicity campaign “to induce the British consumer to give a voluntary preference to the Dominions.” The New Zealand Drapers’ Federation is emphasising the quality and value of the products of Britain s home industries, and hence is setting a useful example to importers of- other Britishmade goods. Here we have an illustration of the working principle of Imperial marketing, which is that both the consumers at Home and the consumers in the Dominions should play up to the spirit of the movement for prospering the industries oi the Empire as a whole. 1

Air. Amery, speaking for the British cud of the imperial proposition, said that so far as his Government was concerned, the million sterling annual grant for publicity and research work in connection with the scheme would continue. The' third report of the Imperial Economic Committee on Empire Marketing, published recently, largely deals with the distribution and sale of fruit produce, but incidentally contains some interesting information regarding the principles to be observed in the marketing of Imperial products generally. It will be noted that the committee does not recommend an appeal to “vague sentiment,” but to the business instincts of the consumer:—

It must not be suggested to the purchaser in the United Kingdom (says the committee) that he must show a preference for tlie produce of. the Dominions and colonies because of any obligation arising out of vague sentiment. The buying of Empire produce must be based upon sound business reasons; the reaction of such buying upo'n the markets for Home-manufactured goods should be demonstrated. The employer and employee alike must be shown what the Empire means to his business or employment; the housewife must be made to realise what it means to the family budget on the incoming as well as on the spending side. Further, there must be no exaggeration and, no appeals which are false cither in fact or in sentiment. Sincerity must be the keynote.

All this is good plain common sense, and if the scheme is developed in that spirit, the superstructure of Imperial patriotism and loyalty to the British ideal should ultimately rest upon a secure foundation. The permeative force of the publicity work which Mr. Amery outlines should in itself be of very great value in that direction. This will embrace advertisements and articles in the Press, specially-designed posters, lectures, broadcast talks, films., and regular bulletins on the Empire to be issued to the schools. Consumers in the Dominions should have no difficulty in realising that the same spirit should animate their purchasing. Il British goods—British in the sense that goods made in Britain. New Zealand, and other Dominions of the Empire are British —give us what wc want as to form, quality, and price, there should be no doubt as to

our preference when we go marketing. In this cpnnection the New Zealand Drapers’ Federation is making an interesting venture, and is to be commended for its initiative and enterprise. Comparatively speaking, it is quite a modest item in what is actually a vast economic movement, but it is the principle behind it and the motive that count.