Shoppers are demanding more

The rising wave of conscious consumerism is showing up in many different ways. From caring about the environment to wanting equal pay for historically marginalized groups and decent safety conditions for employees, people are voting with their dollars more than ever.

+118%
growth since 2019 in US consumers who recognize the Fairtrade label
72%
of US shoppers trust the Fairtrade Mark
91%
of US shoppers who know Fairtrade regularly or occasionally buy certified products
3rd
The US is the third-largest market for fair trade goods behind the UK and Germany
$1.4B
was the estimated value of Fairtrade retail sales in 2020, a growth of over 18%.
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Most globally recognized ethical label

We are the US branch of the Fairtrade International system. The people behind the green and blue mark you have on your packages are spread out across over 100 countries. We do our own research with GlobeScan to stay on top of trends, learn new ways to connect shoppers with Fairtrade Certified brands and raise awareness on the importance of shopping ethically.

See our latest consumer research
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Our customers are looking for a connection to where their food comes from, and it feels really good to know that when you buy these products that the money goes to support small farmers and their community.

Linda Fullwood, the Events Organizer at Weaver Street Market
73%
of Millennials would pay more for sustainable products according to recent study
59%
of shoppers said they would be more likely to buy fresh produce that contained a “fair trade” label.
Fairtrade coffee
sells 5x faster than conventional coffee
31% growth
in licensee revenue made cocoa the fastest growing Fairtrade product category in 2020
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The US market is changing

You can see the US market shifting. Plastic bans are popping up in cities across the country, more people are choosing plant-based diets and fair trade sales are rising. We are watching this change along with research groups like Nielsen and Market Watch with excitement and anticipation.

For the sake of both our planet and its people, it’s critical that this shift to conscious consumerism sticks. You can be part of this.

 

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