A new global survey reveals that support for Fairtrade is on the rise. Ahead of World Fair Trade Day on 9 May, this first ever global consumer survey on Fairtrade shows that shoppers increasingly expect companies to be more accountable and fair in dealing with producers in developing countries. The survey by GlobeScan was commissioned by Fairtrade Labelling Organizations International (FLO) with a sample size of 14,500 in 15 countries. Among those surveyed, almost three quarters of shoppers believe it is not enough for companies to do no harm, but that they should actively support community development in developing countries.

Consumers are calling for a new model in trade in which justice and equity are integral parts of the transaction. ‘Active ethical consumers’ make up more than half the population (55%) in the countries surveyed. These shoppers have higher expectations of companies’ social, economic and environmental responsibilities. Their shopping habits and decisions tend to reward (or punish) companies that meet (or do not meet) their expectations, and they influence others with their opinions.

These attitudes are fuelling support for Fairtrade as more consumers identify with its values. Half of the public (50%) in the fifteen countries surveyed are now familiar with the FAIRTRADE Certification Mark, or in North America the Fair Trade Certified label. Of these people, nine out of ten (91%) trust the label. 64% of all consumers believe that Fairtrade has strict standards, a quality that also closely correlates to consumer trust. Almost three quarters of shoppers (72%) believe independent certification is the best way to verify a product’s ethical claims.

These levels of awareness and trust are consistent with people’s action, as sales indicators show more people are shopping for Fairtrade. Sales were up in 2008 (as compared with 2007) by 24% in Austria, by 40% in Denmark, by 57% in Finland, by 22% in France, by 75% in Sweden, by 43% in the UK and by 10% in the US.

Even where the rate of growth has slowed, sales have not fallen back in any country. In these tough economic times, the vast range of Fairtrade certified goods and wider availability means that consumers can still remain loyal to Fairtrade even while switching to other brands. As solid support continues to come from world shops, faith-based groups and campaign organizations, Fairtrade certified products are now widely available in mainstream outlets, major supermarkets and transnational coffee chains.

“With the devastating impacts of the global recession and the credit crunch, producers need Fairtrade now more than ever,” said Rob Cameron, CEO of Fairtrade Labelling Organizations International, the international umbrella organization for Fairtrade. “It is very encouraging that consumer commitment to Fairtrade remains strong in these challenging times. We are indebted to the grassroots movement who have built up solid support for Fairtrade. As a result of their efforts, global brands see Fairtrade as an important part of their strategy for the future. We are working with both the grassroots movement and companies to increase the market, so that more producers will benefit from the better deal that Fairtrade offers.”

NamNews - Monday 20th April 2009

 

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