Market Research Logo

TrendSights Analysis: Fairly Traded - Understanding consumers' attitudes about social justice and brands

TrendSights Analysis: Fairly Traded - Understanding consumers' attitudes about social justice and brands

TrendSights Analysis: Fairly Traded - Understanding consumers' attitudes about social justice and brands

Summary

TrendSights Analysis: Fairly Traded - Understanding consumers' attitudes about social justice and brands, examines what Fairly Traded means as a consumer trend and why it is important, who are likely to be the target audience, how FMCG brands can best capitalize on the trend, and what will be the future outlook for the trend.

The Fairly Traded trend is growing because of consumer concern over harmful business practices in modern supply chains. As a result, this has encouraged the development of alternative trade organizations and business models based on philosophical ideals of social justice, fairness, and welfare. This has created a grassroots movement for fair and ethical business practices to address humane issues such as population displacement, poor working conditions, and exploitation in the FMCG market.

Scope

  • 40% of global consumers look for products with fair-trade credentials most or all the time when shopping.
  • 70% of global consumers have favorable perceptions of grocery products with ethical claims.
  • 48% of consumers in developed economies say that they will boycott a brand that does not reflect their values.
  • 54% of women, globally, like to buy food and drink products that are reflective of their attitudes and opinions in life.
Reasons to buy
  • Understand which audiences are most affected by the Fairly Traded trend.
  • Compare the presence of this trend in each industry across the FMCG space, and learn what the key opportunities are.
  • See the actions that major brands are taking to get ahead of the greater interest in wellbeing.


  • Executive Summary
    • Content to help you learn from the past, understand the present, and see the future
    • The desire for social justice and fairness drives the Fairly Traded trend
  • Fairly Traded
    • Fairly Traded is part of the TrendSights framework
    • Fairly Traded is one of the 63 trends in GlobalData's TrendSights framework
    • Fairly Traded is part of the Sustainability & Ethics and Comfort & Uncertainty mega-trends
    • Meeting demand for ethical and responsible products
    • Products made with a social justice philosophy will appeal to global consumers
    • Fairly Traded in a nutshell: aspects of the trend
    • Which sectors is this trend most relevant to?
    • Focus on: food
    • Focus on: personal care
    • Focus on: non-alcoholic drinks
    • Focus on: alcoholic drinks
    • Focus on: pet care
    • Focus on: tobacco and household care
    • "Voting with your feet" and the impact of consumer boycotts on businesses
    • Examples of current consumer boycotts
    • This trend is shaped by a number of drivers and inhibitors
    • Key indicators of the Fairly Traded trend
    • Regional and national attitudes to fairly traded products
    • Emerging and developed markets attitudes to fairly traded products
    • Age and gender attitudes to fairly traded products
    • Examples we like: food
    • Examples we like: personal care
    • Examples we like: non-alcoholic drinks
    • Examples we like: alcoholic drinks
    • Examples we like: pet care, tobacco, and household care
    • Key innovations implications
    • Growth prospects of this trend
    • Future opportunities to align with the Fairly Traded trend
  • Appendix

Download our eBook: How to Succeed Using Market Research

Learn how to effectively navigate the market research process to help guide your organization on the journey to success.

Download eBook

Share this report