Fairtrade Flows Against Economic Tide
Fairtrade flows against economic tide - April 22, 2009
A global survey released last week demonstrates that support for Fairtrade is on the rise.
Ahead of World Fair Trade Day on 9 May, this first ever global consumer survey on Fairtrade shows that shoppers increasingly expect companies to be more accountable and fair in dealing with producers in developing countries. The survey by GlobeScan was commissioned by Fairtrade Labelling Organizations International (FLO), of which
the Fairtrade Foundation is the UK member, with a sample size of 14,500 in 15 countries including the UK. Among those surveyed, almost three quarters of shoppers believe it is not enough for companies to do no harm, but that they should actively support community development in developing countries.
FLO says consumers are calling for a new model in trade in which justice and equity are integral parts of the transaction. 'Active ethical consumers', it says, make up more than half the population (55%) in the countries surveyed. These shoppers have higher expectations of companies' social, economic and environmental responsibilities. Their shopping habits and decisions tend to reward (or punish) companies that meet (or do not meet) their expectations, and they influence others with their opinions. FLO says these attitudes are fuelling support for Fairtrade as more consumers identify with its values. Half of the public (50%) in the fifteen countries surveyed say they are familiar with the FAIRTRADE Certification Mark (in North America the Fair Trade CertifiedT label). Of these people, nine out of ten (91%) trust the label. 64% of all consumers believe that Fairtrade has strict
standards, a quality that also closely correlates to consumer trust. Almost three quarters of shoppers (72%) believe independent ertification is the best way to verify a product's ethical claims.
These levels of awareness and trust appear to be 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.[2]
Estimated retail sales of Fairtrade products in the UK topped £700m in 2008.
(from Natural Product magazine)
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