Half of Consumers Use Their Buying Power to Make a Positive Difference, Survey Reveals

Half of Consumers Use Their Buying Power to Make a Positive Difference, Survey Reveals

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New analysis throughout plenty of markets worldwide reveals that extra folks want to store responsibly and purchase sustainably-produced merchandise.

The 2021 Fairtrade-GlobeScan shopper analysis sampled 15,418 respondents in 15 nations together with Australia, Belgium, Canada, France, Sweden, Switzerland, UK and USA.

It reveals that over half of survey respondents (57%) prioritise moral enterprise practices, pledging to patronise retailers and cafes which have a powerful Fairtrade dedication. This information mirrors Fairtrade gross sales progress in lots of nations final yr, displaying that shopper intentions are translating into buying motion even within the midst of a world pandemic.

A GlobeScan general public survey of 27,000 people in June 2020 reveals that curiosity in studying extra about an organization’s influence has risen by 15 proportion factors since 2016. Millennial and Gen Z shoppers, particularly these aged between 18 and 24, are eager to study extra about what firms are doing to be socially and environmentally accountable, and fewer than half agree firms talk truthfully, indicating a necessity for provide chain transparency. Other key priorities for respondents: no baby labour, decreased use of pesticides, tackling poverty, and defending in opposition to deforestation.

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“People are paying extra consideration than ever earlier than to the situations behind the merchandise they purchase as a technique to make a distinction on the earth,” mentioned Jon Walker, Fairtrade’s Senior Global Cocoa Advisor.

“The pandemic has sparked an elevated international consciousness, altering the best way we eat, and store.”

How honest is chocolate?

According to Statista, the uschocolate market grew by 1.8% in 2020 to succeed in a price of $18.92bn, pushing the expansion of Fairtrade cocoa gross sales volumes over the yr, leading to virtually $3 million in Fairtrade Premium funds to cocoa farmers. The similar pattern was noticed within the UK, the place, in response to Kantar (April 2021), Fairtrade food and drinks product gross sales elevated by 13.6% to succeed in over £1bn. Fairtrade cocoa gross sales volumes grew by 3% over the yr, producing an £6 million in Fairtrade Premium funds for cocoa farmers. Despite these elevated funds, many elements will influence the trade within the coming years.

Earlier this yr, Ghanaian President Nana Akufo-Addo introduced that Ghana would no longer sell or export its cocoa and would as a substitute course of as much as 50% of all its cocoa into chocolate itself to seize a share of the $100 billion dollar cocoa-chocolate market. Ghana accounts for 45% of all cocoa produced globally

Related Post: Will Ghana’s New Cocoa-Chocolate Policy Change the Game?

This announcement follows Ghana and the Ivory Coast’s determination to suspend cocoa sales to Western nations final yr; a method designed by the world’s largest cocoa producers to safe a rise in fee premiums to enhance the lives of its cocoa farmers, who’re among the many poorest on the earth. Of the $100 billion trade raises, cocoa growers receive just $6 billion.


Then there are the human rights points. A report commissioned by the U.S. Department of Labor in October estimated that about 1.56 million youngsters are choosing cocoa beans in West Africa. As a end result, the world’s greatest chocolate producers Mars, Hershey and Nestle have been accused of being complicit within the trade’s use of child labour (although a current ruling by the US Supreme Court has ruled in favour of ‘big chocolate’ citing that no hyperlink was confirmed between enterprise selections and use of kid labour).

As people grow to be more and more conscious of the social and environmental impacts of their purchases and use social media to make companies and governments extra accountable, as seen with international actions akin to Plastic Free July and Fashion Revolution, the chocolate trade faces a reckoning. Louisa Cox, Fairtrade’s Director of Impact mentioned that developments in aware consumerism will doubtless form the chocolate market as nicely. “Legislation that requires firms to make sure human rights are revered in provide chains is gathering drive, together with within the European Union,” she mentioned.

“Supporting the creation of strong laws – recognising dwelling earnings as a human proper – is one other avenue for residents to make their voice heard. At the identical time, consumers voting with their wallets is a really robust sign that may ship actual change for farmers. Fairtrade is asking for laws designed to place farmer and employee pursuits first, and which pushes enterprise to put money into enhancements, relatively than merely avoiding issues.”

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Cover picture by Allef Vinicius.

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