UK: GlobeScan Poll commissioned by Fairtrade Foundation
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One in five British consumers say they punish socially irresponsible companies through their shopping choices. Within the committed Fairtrade consumer sector, more than two thirds say they will always or often punish companies for not being socially responsible and nearly a third of mainstream consumers are likely to reward companies for being socially responsible. And Britons overwhelmingly expect fair pay and fair treatment for workers in developing countries, and the vast majority, 86 %, feel a personal responsibility to ensure workers are fairly compensated, the Fairtrade Foundation reports. The in-depth GlobeScan poll of 1,500 people was commissioned by the Fairtrade Foundation ahead of World Fair Trade Day (8 May), the international campaign to improve the lives of small producers, farmers and artisans around the world, and to coincide with Labour Day (1 May).
Making a personal difference to sustainable development and fairness makes shoppers feel good, with one in five people respondents saying they want to do their part. Women are slightly more motivated by the feeling of doing good than men. Over 60 % of shoppers are likely to recommend Fairtrade products to friends and colleagues, generating further sales. The Fairtrade Mark came top as the most trusted certification label and the majority of people (64 %) link Fairtrade to fair pay for producers and workers. Cheryl Sloan, Marketing Director at the Fairtrade Foundation said: „It is very encouraging that UK consumers continue to be very receptive to Fairtrade and show high levels of awareness, familiarity and purchasing. Fairtrade is clearly no longer a fringe sector within retail. But companies should also take note that shoppers are prepared to send a very strong message to them about their global accountability.“
The survey showed that Fairtrade clearly adds value to products and strongly impacts on people’s intention to buy. An overwhelming 90 % of active ethical consumers say the Fairtrade Mark on pack helps the product create a positive impression and many say it makes them more likely to buy a specific brand. The poll also demonstrated an overall decline in the numbers of people expressing concern about economic issues such as energy pricing, food prices and the recession compared to a year ago. However human rights, poverty in developing countries and worker exploitation have held up, with over half expressing concern. The Fairtrade Mark is recognised by the vast majority ( 94 %), of British consumers and is by far the most frequently seen ethical label. Two-thirds of people surveyed have purchased Fairtrade products in the past six months. Fairtrade is the first choice for bananas, chocolate, coffee, tea and sugar and people expressed a strong interest in buying Fairtrade textiles, cosmetics, desserts, seafood and wood. Fairtrade is most often spontaneously associated with the Co-operative, followed by Tesco, Sainsbury’s and Cadbury, and when prompted, Green & Black’s is the most recognisable Fairtrade branded product.
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