Consumer Trends

Fairtrade remains the most recognized and trusted ethical label globally, according to the latest research by GlobeScan

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.

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Awareness of the Fairtrade Mark is at 50% +14 points 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.

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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.

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Almost 7 in 10 say Fairtrade is worth paying more for.

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Nearly 4 out of 5 have a positive perception of brands carrying the Mark.

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76% say the Mark makes it easy to decide if a product is ethically and responsibly produced.