OAKLAND, Calif., March 30, 2022 — The COVID-19 pandemic has changed the world, and today more consumers than ever are revitalizing the global marketplace with their strong commitments to positive social and environmental impacts through their purchasing power. Fair Trade USA’s™ new consumer insights report: Taking Action: Now is the Time For Conscious Consumerism and Fair Trade highlights the data that clearly shows this continuing shift in preference and motivation that promises to continue to reward brands and companies who are committed to making a difference in communities around the world.

“This research tells us that people are intentionally gravitating toward products that make a positive impact, and that Fair Trade Certified™ goods allow them to meet that demand more than ever,” said Paul Rice, Founder & CEO of Fair Trade USA. “The data clearly shows that this surge in conscious consumerism is being led by younger generations. They care about their future, the environment, and the people behind the products they buy.”

A few report highlights include:

Younger Generations
Millennials and Gen Z are showing that global systems change might be possible.

  • 83% – Millennials indicated increased trustworthiness of the Fair Trade Certified label and the impact it has on decision making
  • 76% – Millennials recognize the Fair Trade Certified label
  • 50% – Gen Zs will pay a premium for Fair Trade Certified products

Awareness of Fair Trade
Overall awareness of Fair Trade Certified have nearly doubled in the last ten years.

Fair Trade Certified Awareness Comparison between 2012, 2019, and 2021

Sustainability is Good for Business
Businesses are realizing the advantages of shifting their practices toward equitable and ecological production. Their products will be more popular to consumers. More than 1,400 companies have chosen Fair Trade Certified to meet sustainability goals, increase brand trust, and reach more shoppers.



Access the latest consumer insights here.

Research for this report was conducted by Natural Marketing Institute®.







Contact Information: 

Fair Trade Public Relations


About Fair Trade USA

Fair Trade USA™, a tax-exempt 501(c)(3) nonprofit organization, is the leading certifier of fair trade products in North America. Offering award-winning, rigorous, and globally recognized sustainable sourcing certification programs that improve livelihoods, protect the environment, and build resilient, transparent supply chains, its trusted Fair Trade Certified™ seal on a product signifies that it was made according to stringent fair trade standards. Fair Trade USA is building an innovative model of responsible business, conscious consumerism, and shared value to eliminate poverty and enable sustainable development for farmers, workers, their families, and communities around the world.