The story always matters
I got a soccer ball in the mail today. I don’t know from soccer, but as far as I can tell, it’s just like any other soccer ball.
Except it’s not.
It’s not… because it’s from Fair Trade Sports. They only use adult labor (which shouldn’t even be necessary to say) and they donate after-tax profits to kids’ charities.
Does it change the way you play soccer? Probably more than you know. Does it change the way the balls get sold? Of course.
A commodity is only a commodity if you treat it as one.