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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.

Consumers in a supermarket
Consumers in a supermarket

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 recognized ethical label

Consumers all over the world are staying loyal to Fairtrade as the most visible and trusted ethical label, according to research findings released by GlobeScan in 2023.

In fact, close to three in five of shoppers surveyed in twelve countries said they were willing to pay more for a Fairtrade product, despite the increased cost of living.

Continuing a trend seen since the first Fairtrade GlobeScan survey in 2008, trust and recognition of Fairtrade remains high, with over 70 percent of those surveyed recognising the Fairtrade label. Not to mention that nearly nine in ten consumers who recall the Fairtrade brand, trust it.

  • 75%
    of respondents stated they have a positive impression of a brand when the Fairtrade label is present.
  • 78%
    of those who have seen the Mark said it has a positive impact on the brands that carry it.
Consumer research

Latest results

Social and environmental values increasingly drive consumers’ choices, according to research. Conducted by GlobeScan in 15 countries and reaching more than 15,000 people, the consumer survey points to everyday shopping choices as an increasingly important way for people to express their values, with the Fairtrade sustainability label serving as a clear signal of trustworthiness.

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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.

Make your business a part of this