Consumer Trends

From caring about the environment to wanting fair pay for historically marginalized groups and decent safety conditions for workers, people are voting with their dollars more than ever.

The Most Globally Recognized Ethical Label

Our 2023 Fairtrade Consumer Insights report conducted by GlobeScan analyzed online survey results conducted among over 1,000 Canadian consumers and over 11,000 consumers globally. Their research revealed increased recognition of the Fairtrade Mark and favorable perception of Fairtrade certified brands and products.

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Awareness of the FAIRTRADE Mark is at 57% – an increase of 15 percentage points.

80% of consumers who have seen the Mark say that Fairtrade has a positive impact on their perception of a brand.

85% of consumers trust the FAIRTRADE Mark.

Fairtrade Positively Impacts Brand Perception

Our 2023 research shows Canadian consumers who recognize the FAIRTRADE Mark have a positive perception of labelled brands, and find it easier to identify products that were ethically sourced.

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70% say Fairtrade is worth paying more for.

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Four out of five have a positive perception of brands carrying the Mark.

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70% say the Mark makes it easy to decide if a product is ethically and responsibly produced.

GlobeScan Presents 2023 Data

Watch GlobeScan’s presentation of the latest 2023 consumer trends data, with guest panelist Dr. Sylvain Charlebois, Canadian researcher and professor in food distribution and policy at Dalhousie University.

Read the Full Report

Download our full GlobeScan report to gain insight on Canadians’ perception of ethical labels and their purchasing intent. You will also gain access to our webinar overview of the data as well as communications tools to share with your network.