Support for Fairtrade on the rise

Half of the public are now familiar with the Fairtrade Certification Mark, according to global survey by Globescan, commissioned by Fairtrade Labelling Organisations International (FLO).

The survey, which questioned 14,500 people in 15 countries including the UK, also found that nine out of ten (91%) trust the label. Some 64% of all consumers believe that Fairtrade has strict standards, a quality that also closely correlates to consumer trust. And 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.

"With the devastating impacts of the global recession and the credit crunch, producers need Fairtrade now more than ever," said Rob Cameron, chief executive officer 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."

Further research found that 32% of people learn about Fairtrade through family, friends and work colleagues, whilst 16% hear about it through education, community and faith groups. Broadcast and news media account for how 33% people learn about Fairtrade. People learn about new products and concepts from their own social groups and contacts – a key ripple effect for Fairtrade.

Binod Mohan, chairman of the Network of Asian Producers and member of the FLO Board added: "We in Asia have faith in the consumer and their loyalty to buying Fairtrade products. For the shopper these are staple products; for the farmer in the developing world the purchase of Fairtrade makes a big difference and we know consumers realize this."

As regards the UK market, nearly half of UK consumers are ethically active with high expectations of corporate responsibility. The UK has the highest level of awareness with 82% of people saying they recognise the Fairtrade mark. Of these people, 94% say they trust the fairtrade mark. More than three quarters of shoppers, 77%, believe that Fairtrade has strict standards and again more than three quarters of shoppers, 77%, believe independent certification is the best way to verify a product's ethical claims.

Estimated retail sales of Fairtrade products in the UK topped £700m in 2008.

Words: Maria Bracken

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