Fairtrade is most recognised ethical label among Britons
40% of UK shoppers pick Fairtrade toiletries if offered the choice
When asked to spontaneously name any ethical product label, one in three British consumers named the Fairtrade mark, according to a survey of 1,500 shoppers commissioned by the Fairtrade Foundation. The survey also found that 40% of shoppers were more likely to buy Fairtrade toiletries if given the choice. Moreover, 51% of shoppers said they had bought a Fairtrade product in the last month with a further 35% admitting to buying something in the last six months.
The poll revealed that a quarter of consumers rewarded companies for being socially responsible, while a fifth used shopping choices to ‘punish’ unfair treatment. A majority of people surveyed (86%) admitted that they felt a personal responsibility to ensure workers are fairly compensated, with women slightly more motivated by the feeling of doing good than men.
“Fairtrade is clearly no longer a fringe sector within retail,” said Cheryl Sloan, marketing director at the Fairtrade Foundation, of the results. “Companies should take note that shoppers are prepared to send a very strong message to them about their global accountability.”