Consumer Insights

See why more than 1,400 companies have chosen fair trade certification to meet sustainability goals, increase brand value, and reach more shoppers.

Reports show consumers are prioritizing sustainability now more than ever.

Sustainable shopping is still on the rise amid COVID-19.

$300 billion

The combined amount consumers spend per year on ethical products, a figure that is growing by 10% year over year.

1 in 3

consumers rank sustainability as a top 3 purchasing criteria

Consumers trust the Fair Trade Certified™ seal over 'fairly traded' claims.

Not only do consumers trust the Fair Trade Certified seal over unverified 'fairly traded' claims; research shows more consumers recognize and are more likely to purchase brands that carry the Fair Trade Certified seal over many other third-party labels and certifications.

63%

of American shoppers recognize the Fair Trade Certified seal. (That’s nearly doubled since 2008)

79%

of American shoppers put their trust in the Fair Trade Certified seal

1 in 3

American shoppers indicate fair trade certification is essential to their purchase decisions

Millennials outpace all other generations in their desire for Fair Trade Certified products.

Millennial attitudes and behaviors toward Fair Trade Certified products:

69%

of millennial American shoppers recognize the Fair Trade Certified seal

43%

of millennial American shoppers indicate fair trade certification is essential to their purchase decisions

SOURCES: Natural Marketing Institute, 2020, State of Sustainability in America. "Sustainability is surviving COVID-19, IRI says" Food Business News, July 2020.

 

Download the full consumer insights report here.

See how fair trade certification can work for your business.