Shoppers are demanding more. That’s where Fairtrade comes in.
Shoppers today seek products and services that not only meet their needs but also contribute positively to the world. Working with Fairtrade means you can still develop quality products while having positive impact on people and planet - and clearly articulate that to your customers.
A new era of conscious consumerism
The rising wave of conscious consumerism is showing up in many different ways. From caring about the environment to wanting equal pay for historically marginalized groups and decent safety conditions for employees, people are voting with their wallet more than ever.
Fairtrade is the most globally recognised ethical label
Consumers all over the world are staying loyal to Fairtrade as the most visible and trusted ethical label, according to research conducted by GlobeScan in 2025.
In fact, more than half of shoppers surveyed across twelve countries said they were willing to pay more for a Fairtrade product, despite the increased cost of living. Two thirds say that the Fairtrade label helps them identify ethical products when shopping.
Continuing a trend seen since the first Fairtrade GlobeScan survey in 2008, trust and recognition of Fairtrade remains high, with 75 percent of those surveyed recognising the Fairtrade label. Not to mention that more than eight in ten consumers who recall the Fairtrade brand, trust it.
For a quick snapshot of the study mentioned above, click here. or read the media release.
More than a product – a story
The days of mindless consumption are making way for a more thoughtful and intentional approach to shopping. It's not just about the product itself; it's about the story – and people - behind them. Consumers are seeking out brands and products that resonate with their ethical and sustainability goals.
Read stories about Fairtrade producers
This change isn't just a one-way street. As consumers demand more transparency, businesses are adapting. The market is experiencing a transformation, with companies reevaluating their practices to meet the growing demand for ethically produced and socially responsible products.
It's an exciting time where every purchase has the potential to be a positive force for change. Welcome to the era of conscious consumerism – where shopping becomes a mindful act, and every choice you make contributes to a better world.