You combat it by mentioning it at every turn so that the people who care about the damage that gets done, but did not know, will choose other products. The people who don't care that they are hurting other people as long as they get a cheap pump will not be bothered, but you don't do it for them... you do it for every other people who puts some skin in the game to innovate and start a company and abides by fair trade principles.
Most just don't know.
Most just don't know.