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Published
Mar 10, 2017
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Consumer interest in fair trade at all-time high

Published
Mar 10, 2017

A recent study has found a huge surge in consumer’s interests in fair-trade products.


A worker in a Fair Trade certified Patagonia factory - Patagonia


Research by the Natural Marketing Institute found that 67% of consumers recognize the Fair Trade Certified seal. This percentage saw an 8% growth over the course of 2015. The research also revealed that 64% of consumers prefer to buy products from companies whose views align with theirs. 

While the study found that awareness of fair trade has increased in the general public, it also found that millennials are more interested in Fair Trade products than ever before. 73% of millennials recognize the Fair Trade Certified seal, and 54% are more likely to purchase a product based on the seal.

“More than ever before, consumers want accountability, responsibility, and sustainability from the companies they buy from,” said Mary Ellen Molyneaux, President of NMI. “By looking for the Fair Trade Certified™ seal on products from more than 1,000 companies, people can turn their everyday purchases into a profound force for good. Every dollar is a vote for the world we want to live in.

The research was done in partnership with Fair Trade USA, a third-party certifier of products in North America. 

While the Fair Trade Certified seal was initially created for food products, outdoor brand Patagonia has been leading the charge in adopting Fair Trade into their supply chain. 30% of their product offerings are slated to be Fair Trade Certified by the end of the year. 

Fair Trade USA allows companies to opt into the Fair Trade Certification program by paying a premium on eligible factories to allow workers an appropriate standard of living. The premium goes back to the employees, who can choose to spend the money however they choose. 

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