Consumers Across All Ages Recognize and Trust Fairtrade Label, New Global Survey Shows
A new international survey conducted by GlobeScan and Fairtrade International reveals that consumers across generations continue to strongly recognize and trust the Fairtrade label, underlining its position as the most visible and trusted ethical certification worldwide.
According to the research, 75% of shoppers can identify the Fairtrade mark, with 83% of those recognizing it also expressing trust in the label. These results are especially pronounced among Millennials, parents, and women, who lead in both recognition and regular purchasing of Fairtrade products.
Sustained Support Despite Economic Pressures
Despite ongoing inflation and rising living costs, ethical concerns remain front of mind for many consumers. The survey, which gathered insights from over 12,900 individuals across 13 countries, found that 60% of respondents are still willing to pay a premium for products that guarantee fair wages for farmers and workers.
“It’s inspiring to see that trust in the Fairtrade label remains high,” said Lisa Prassack, CEO of Fairtrade International. “Consumers are clearly concerned with the socio-economic and environmental impacts of their purchases, and they continue to act on those values.”
Four in ten shoppers reported buying at least one Fairtrade product each month, with younger consumers (under 35) emerging as the most frequent buyers, followed by the 35-54 age group.
Fairtrade’s Positive Brand Impact
The Fairtrade label appears to carry significant weight in shaping consumer perceptions of brands. Seventy-two percent of consumers said the label enhances their view of a brand, a sentiment that is especially strong among young adults and parents.
Moreover, 66% of shoppers who recall seeing the label say it helps them easily identify products that are ethically and responsibly sourced.
Strong Association with Social and Environmental Impact
Fairtrade’s mission to create social good resonates clearly with consumers. One in three respondents associates the label with workers’ rights, fair wages, and improved living conditions. Additionally, 62% of those surveyed feel they are contributing to a movement for justice and fairness when purchasing Fairtrade products.
Environmental concerns also factor heavily into Fairtrade’s appeal. Consumers linked the label with efforts to combat deforestation, respond to climate change, and protect biodiversity.
More than half (55%) of those familiar with the Fairtrade mark said they would recommend Fairtrade products to others, while over 60% said purchasing such items fostered a sense of connection with the farmers behind them.
Survey Methodology and Regional Insights
The 2025 Fairtrade-GlobeScan survey was conducted in February and March across Austria, Belgium, Brazil, Canada, Germany, Netherlands, Norway, Poland, Spain, Sweden, Switzerland, the UK, and the US.
For the first time, Brazil was included in the research. While awareness was lower compared to European countries, 54% of Brazilian consumers trust the Fairtrade label and 77% say they’re willing to pay more for ethical products—highlighting the potential in emerging markets.
In Northern Europe, where ethical consumerism is well-established, recognition is especially high. In Sweden, 89% of shoppers said they had seen the Fairtrade label in the past six months, while in Norway, the figure was 74%.
Balancing Trust and Cost
While trust in Fairtrade remains strong, the study also reflects a growing scrutiny among consumers regarding ethical labels, and price continues to be the main barrier to more widespread adoption.
“Consumers are increasingly informed and discerning,” Prassack noted. “They want to ensure that ethical claims are credible—and they’re willing to pay more for that assurance when they believe it makes a real difference.”
The biannual Fairtrade-GlobeScan research, ongoing since 2008, continues to track evolving consumer attitudes toward sustainability, certification, and global supply chain ethics.
