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Shoppers are demanding more. That’s where Fairtrade comes in.

Shoppers today seek products and services that not only meet their needs but also contribute positively to the world. Working with Fairtrade means you can still develop quality products while having positive impact on people and planet - and clearly articulate that to your customers.

Consumers in a supermarket
Consumers in a supermarket

Canadians know and trust Fairtrade

In a nationally representative survey conducted in 2025, GlobeScan found that Fairtrade maintains strong national awareness and trust amongst Canadian consumers.

GlobeScan’s global survey conducted in 13 countries with more than 12,900 individuals found that 3 out of 4 shoppers recognize the Fairtrade Mark and 83% trust it, making it the most recognized and most trusted ethical label on the market globally.

  • 50%
    of Canadians know the Fairtrade Mark, a +14 point increase since 2019.
  • Almost 8 in 10
    Canadians who have seen the Mark say it has a positive impact on their perception of a brand.
  • 81%
    of consumers trust the Fairtrade Mark.
2025

GlobeScan Consumer Insights

Social and environmental values increasingly drive consumers’ choices, according to research. Conducted by GlobeScan, the consumer survey points to everyday shopping choices as an increasingly important way for people to express their values, with the Fairtrade sustainability label serving as a clear signal of trustworthiness.

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  • Almost 7 in 10
    say Fairtrade is worth paying more for.
  • Nearly 4 out of 5
    have a positive perception of brands carrying the Mark.
  • 76%
    say the Mark makes it easy to decide if a product is ethically and responsibly produced.
By the numbers

Fairtrade positively impacts brand perception

GlobeScan’s research also found that Canadians who recognize the Fairtrade have a positive perception of brands that carry the Mark and say it makes it easier to identify products that were ethically sourced.

Ready to boost your brand’s trust factor?

Fairtrade certification helps your business align with what today’s conscious consumers care about. Our team is ready to help you find the right business solution for your needs.

Learn more about Fairtrade certification