Recognition of the FAIRTRADE Label on the rise as more ANZ shoppers want a fair deal for farmers and workers in developing countries: global poll
Shoppers across ANZ are in tune with consumers around the world who believe their shopping choices can make a positive difference for farmers and workers in developing countries. This is according to a new global survey of 17,000 consumers in 24 countries conducted for Fairtrade International (FLO) by international research consultancy GlobeScan.
When it comes to making a decision in the shopping aisle, Fairtrade is now the most widely recognised ethical label globally - with nearly six in ten consumers (57%) across the 24 surveyed countries having seen the FAIRTRADE Label.
The poll shows that a large percentage of Australians and New Zealanders have high expectations of companies dealing with farmers and workers in poor countries with 93 per cent and 91 per cent respectively believing companies should pay farmers and workers fairly – compared to the global average of 85 per cent.
More than half of Aussie and Kiwi consumers (55%) feel empowered to make a difference through their shopping choices with approximately 80 per cent having high expectations of companies in regard to the important role they have in reducing poverty through the way they do business.
Aussie and Kiwi shoppers recognise the role Fairtrade plays in enabling them to make a difference with over half of those familiar with it saying that the FAIRTRADE Label makes it easier for them to decide if products are ethically produced. More generally, and in line with the global trend, the study confirmed that 81 per cent of Aussie and 76 per cent of Kiwi consumers believe independent, third-party certification is the best way to verify a product’s social and environmental claims.
Fairtrade ANZ CEO Stephen Knapp said the survey showed Aussie and Kiwi consumers, just like the majority of their global counterparts, really do care about where the products they buy every day come from and that the farmers and workers at the end of the supply chain are getting a fair deal for their hard work.
“ANZ shoppers know that by choosing a product with the FAIRTRADE Label, they are directly helping to create a fairer world for all and are increasingly expecting companies to provide them more opportunities to make the fair and ethical choice at the checkout”.
ANZ consumers, along with their global counterparts, are backing their beliefs with concrete action. Globally, shoppers spent €4.36 billion on Fairtrade products in 2010 - an increase of 28 percent while New Zealand and Australian consumers combined tripled their Fairtrade purchases by more than 200 per cent to over AU$120 million in the same year.
