New survey results reveal consumers are committed to purchasing ethically sourced products despite challenges of inflation. Article provided by Fairtrade America.
Fairtrade America recently released their 2023 Fairtrade America Consumer Insights, a report of the findings from biennial research conducted by independent insights consultancy GlobeScan.
The new findings show remarkable momentum for Fairtrade in the U.S.: 61% of consumers now recognize the Fairtrade Mark, an impressive 118% jump in less than 5 years since 2019.
The 2023 study, conducted via an online survey of 2,000 Americans and more than 11,000 consumers across 12 countries globally, also found:
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4 in 5 consumers, or nearly 80%, who know Fairtrade are willing to pay more for a product to ensure producers are paid a fairer price.
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72% of respondents said they had trust in the label. This continues a pattern of steady increase, up 26% since 2021.
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2 in 3 shoppers familiar with Fairtrade prefer to shop at retailers that carry certified products.
“Shoppers in the U.S. are driving change with their purchasing power,” said Amanda Archila, executive director of Fairtrade America. “We are energized by these results and remain focused on increasing the U.S. market for Fairtrade certified products by meeting consumers where they are in their sustainable shopping journey and building strength with farming communities around the world. We firmly believe that businesses can grow responsibly while ensuring that farmers and workers who grow our favorite foods including cocoa, coffee, and bananas get a fairer deal. And it’s clear that consumers are demanding the same.”
Both new and long-time Fairtrade brand partners are seeing the benefits of certification. Of the 2023 research, partners said:
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“We have found that consumers connect with our 100% Fairtrade mission: they understand that nothing is magically forever cheap, and they admire the banana badasses at Equifruit for offering good news fruit to the mainstream marketplace,” said Jennie Coleman, President of Equifruit. “Our tenfold sales growth in North America over the last ten years, and successful entry in the U.S. market, testify to their trust in us and the rigorous standards we uphold, in partnership with the Fairtrade system.”
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“As the world embraces sustainability and responsible consumerism, the Fairtrade Mark has become more than just a symbol – it's a testament to integrity, transparency, and positive impact across the value chain,” shared Tandeep Bains, CEO of Twiga Coffee. “Consumers are becoming increasingly conscious about the products they purchase, seeking assurance that their choices contribute to a fairer and more sustainable world.”
Fairtrade America works to rebalance trade, making it a system rooted in partnership and mutual respect rather than exploitation. It's about businesses, shoppers, farmers, and workers all working together so we can all experience the benefits of trade. Fairtrade America is the U.S. branch of Fairtrade International, the original and global leader in fair trade certification with more than 30 years of experience working for fair trading practices in more than 30 countries across the globe. A non-profit 501(c)3 organization, Fairtrade America is part of the world's largest and most recognized fair trade certification program —part of a global movement for change. Learn more at fairtradeamerica.org, and by connecting with Fairtrade America on Facebook, Instagram and LinkedIn.