OAKLAND, CALIF.—Fair Trade USA, the leading third-party certifier of Fair Trade products in North America, and the Natural Marketing Institute (NMI), an international consulting and research firm specializing in health and sustainability, released new data indicating that fifty-nine percent of consumers now recognize the Fair Trade Certified label. This growth is supported by new insights into consumer spending habits—particularly around the role of Millennials in driving ethical purchases—and an abundance of new Fair Trade products hitting store shelves.
In addition to the spike in general awareness, up from 55 percent in 2013, the joint research between NMI and Fair Trade USA reveals that nearly 40 percent of the general population look for proof of social claims when purchasing products. Millennials are especially motivated by causes, 70 percent of whom are more likely to buy products from companies that support their favorite causes, compared to 61 percent of the general population. Sixty-five percent of Millennials also recognize the Fair Trade Certified label.
“Consumers want accountability, responsibility and sustainability from the companies with which they do business,” said MaryEllen Molyneaux, President of NMI. “The Fair Trade Certified label allows shoppers to readily identify products that meet these criteria.”
State of Sustainability Report to be Released Soon
Fair Trade USA partnered with NMI as part of its broad-reaching “The State of Sustainability in America” study, which will be released at the end of March 2016.
Increased numbers of Fair Trade Certified products on store shelves also make identifying and purchasing ethical products easier than ever. One hundred and thirty-three new Consumer Packaged Goods (CPG) products have launched since January 2016 alone, driven largely by growth in the mainstream sector. These products add to the nearly 550 Fair Trade Certified CPG items launched in 2015.
“This growth in Fair Trade offerings indicates that consumers increasingly care about what happens at the other end of the supply-chain—that the farmers who grow the foods they love can take care of their land, their families, and themselves,” said Sri Artham, Vice President of CPG at Fair Trade USA. “It’s clear that the brands supporting Fair Trade are rewarded by consumers voting with their dollars.”
Go to Fair Trade USA and NMI.
