Fairtrade is most widely recognized ethical label globally

Fairtrade is cementing its position as a market leader in ethical labels and a trusted brand across 24 countries, according to a comprehensive global study of 17,000 consumers carried out for Fairtrade International by international opinion research consultancy GlobeScan.

The study showed that Fairtrade is the most widely recognized ethical label globally.

Nearly six in ten consumers (57%) across the 24 surveyed countries have seen the FAIRTRADE Certification Mark.

Recognition has increased by six points to 65 percent in the 15 main tracking countries since the study was first conducted in 2008.

More than 80 percent of consumers recognize the Mark in the UK, Ireland, Switzerland, Netherlands, Austria and Finland.

This visibility together with a high level of trust enables consumers to have confidence in the choices they make: more than six in ten consumers (64%) globally say they trust the FAIRTRADE Mark.

The more familiar people are with Fairtrade, the more they trust it.

Nine in ten consumers who recognize the FAIRTRADE Certification Mark regard it as a trusted
label.

When asked if a branded product that they normally buy began carrying the FAIRTRADE Mark, eight in ten consumers (79%) say it would have a positive impact on their impression of the brand.

Half of consumers (48% – asked in five countries) say they are more likely to buy specific brands carrying the FAIRTRADE Mark.

Six out of ten consumers (59%) feel empowered to make a difference through their shopping choices.

But they also have high expectations of companies in combating poverty – 79 percent worldwide say companies can play an important role in reducing poverty through the
way they do business.

Consumers’ top concerns are fair pay for farmers and workers and product safety: a full 85 percent of consumers say these issues are important for companies
and their suppliers in their dealings with poor countries.

At the same time, consumers connect Fairtrade with a consistent message of clear benefits to farmers and workers.

Sixty-four percent of those familiar with the FAIRTRADE Mark associate it with helping farmers and workers in poor countries escape poverty.

Sixty-one percent who are familiar associate Fairtrade with “a fair price paid to producers” and “helping
producers in poor countries access global markets”.

Consumers’ confidence in Fairtrade is translated into their purchases – shoppers spent €4.36 billion on Fairtrade products in 2010, up by 28 percent.

Consumers tripled their Fairtrade purchases in Czech Republic (386%), South Africa (315%) and Australia and New
Zealand (258%).

Shoppers bought an impressive 47 percent more in Fairtrade’s largest market, the United Kingdom (UK).