Fair Trade USA™ Consumer Insights Report
See why more than 1,500 companies have chosen Fair Trade Certification to meet sustainability goals, increase brand trust, and reach more shoppers.
Read about how consumers are prioritizing sustainability
In an economy marked by uncertainty and shifting priorities, how much do ethical considerations such as Fair Trade Certification really matter to shoppers? A comprehensive consumer survey on Sustainability Consumer Trends from Research America®’s Natural Marketing Institute® provides a detailed look into the minds of American shoppers. The findings reveal a complex and compelling picture of awareness, trust, and purchase behavior related to Fair Trade Certified™ products. For brands and marketers, this data offers a compelling roadmap for connecting with an increasingly conscientious customer base.
U.S. Consumers increasingly know and trust Fair Trade Certified™
Consumers say third-party certification is a trustworthy indicator when they make purchase decisions. Fair Trade USA’s rigorously maintained standards set the global benchmark for sustainable sourcing, strengthen brand trust, and build consumer loyalty. Fair Trade Certified is the most widely recognized Fair Trade label in the United States.
60%+
Of consumers recognize the Fair Trade Certified label
74%
Of consumers put their trust in the Fair Trade Certified label
47%
Of consumers are willing to pay more for a product with the Fair Trade Certified label
Younger Generations Are Leading the Change
Younger generations continue to pay closer attention to the state of the planet and the practices behind the products they buy. Millennials stand out as a powerhouse demographic with the highest recognition and purchase rate compared to other generations. Gen Z is a generation to target as well. Check out the full report to learn about full demographic profile of the core Fair Trade consumer.
68%
Of Millennials recognize the Fair Trade Certified label
75%
Of Millennials trust the Fair Trade Certified label
62%
Of Gen Z recognize the Fair Trade Certified label
Download the 2025 Consumer Insights Report
This 2025 Consumer Insights Report shares key findings from the data Fair Trade USA uses to understand consumer attitudes, perceptions, and behaviors around sustainable and Fair Trade products. Download the full report today!
