Fairtrade is Most Widely Recognized Ethical Label Globally
Fairtrade is the most widely recognized ethical label globally, according to a comprehensive global study of 17,000 consumers in 24 countries carried out for Fairtrade International by international opinion research consultancy GlobeScan.
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.
Shoppers 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.
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.
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.