Consumers continue support for Fairtrade despite cost-of-living crisis

Consumers are staying loyal to Fairtrade products despite the rising cost of living, new research shows.

According to the recent findings from GlobeScan and Fairtrade, nearly three in five (56%) of shoppers surveyed in 12 countries say they are willing to pay more for a Fairtrade product, even as the cost-of-living increases.

The number of people choosing Fairtrade products has also risen, with 44% of respondents saying they purchase at least one Fairtrade item per month, up from 41% in the last survey conducted in 2021.

The research also shows that consumers overwhelmingly see added value for brands that carry the Fairtrade label, with 79% saying they have a positive impression of a brand when the Fairtrade label is present, and 43% saying their opinion of a brand would be negatively affected if it stopped carrying the label.

“It is encouraging that shoppers are staying committed to sustainability values even during hard times, to support farmers and workers getting a fair income,” said Sandra Uwera, global CEO of Fairtrade International. “The global cost of living crisis is squeezing both consumers and producers, but this survey shows that many people still put ethical considerations high on the list when they go shopping.”

Trust in the Fairtrade label remains high, with 86% of those surveyed saying they trust the label, and 75% saying it makes it easy for them to decide if a product is ethically and responsibly produced.

In a webinar launching the findings, GlobeScan director Caroline Holme noted that while consumers generally understand how to make environmentally-friendly choices, it’s more of a challenge when it comes to social justice issues.

“We see that people are less sure about what they can do as individuals around protecting human rights. In the Global North, we’re very clear on what we can do to protect the environment, but human rights are a bit trickier to pin down,” she said. “That’s why certification around social justice, with Fairtrade being the flagship, is so important. It’s one concrete way people can take action.”