We want to say thank you! Research shows that Fairtrade is growing, meaning that more miners, farmers and workers are receiving the benefit of a fair wage & good working conditions.
An international survey, in 24 countries, found that consumers are not only more aware of Fairtrade, but that they realise that it makes a difference to farmers and workers in developing countries.
Consumers are understanding that the way they shop is making a positive difference to their lives, and 59% feel empowered through their shopping choices. And despite the economic downturn, consumers feelings are as strong, or stronger in these convictions than a similar survey at the outset in 2008. In fact, people are backing their beliefs with concrete action – shoppers spent €4.36 billion on Fairtrade products in 2010, an increase of 28 percent. Consumers bought an impressive 47 percent more in Fairtrade’s largest market, the UK.
Consumers have high expectations of companies in combating poverty, and so they should! 79 percent worldwide say companies can play an important role in reducing poverty through the way they do business. Their top concerns are fair pay for farmers and workers and product safety: at CRED we pay an additional premium to our Oro Verde miners for the Gold not just to be fairtrade, but to be mined in an environmental way. Read more on our
Fairtrade goldShoppers also recognize Fairtrade’s role in enabling them to make a difference, saying the FAIRTRADE Certification Mark makes it easier for
them to decide if products are ethically produced and 90% regard it as a trusted label.
Rob Cameron, Chief Executive of Fairtrade International says 'Consumers want to be sure that their everyday purchases reflect their values and they expect companies to reflect this need. We are taking up the challenge to grow Fairtrade still further so that even more farmers and workers can have better opportunities and more consumers can make the choices they believe in.”
So keep campaigning, as we are doing, for Fairtrade to grow into areas such as Silver and Diamonds, and to the corners of the market that are important to you. And we will continue to work towards acheiving this as we did for Fairtrade and Fairmined gold.
