Americas, Coffee Business News, Coffee Sustainability

Fairtrade America reveals top consumer trends for 2022

Fairtrade America

Fairtrade America has released five key trends that will impact how brands source ingredients and work to have a larger impact on people and the planet in 2022.

According to the report, shoppers are increasingly looking for ethically sourced products.

More than half of respondents to Fairtrade’s biennial Fairtrade Consumer Insights report, conducted by GlobeScan, confirmed they have changed their purchasing choices within the past year to make a difference on economic, social, environmental or political issues.

“We are energised by how consumers are showing a readiness to advocate for people and the planet through their own everyday choices,” says Peg Willingham, Executive Director of Fairtrade America.

“At Fairtrade America, we will continue to partner with and support companies who want to balance the power of global trade to benefit the farmers and workers behind our favourite products, and I’m looking forward to seeing how brands take on this cause in 2022 and beyond.”

Fairtrade America predicts that consumers will continue to demand companies focus more on sustainability.

More than a quarter of consumers say they always or usually base their purchases on sustainably sourced and produced products they can feel good about purchasing.

Fairtrade America also predicts that advocacy for human rights and fair wages will go global in scale.

In 2021, 73 per cent of Fairtrade shoppers were willing to pay more for a product to ensure farmers and producers were paid a fair price.

Moreover, according to the company, shopping for everyday goods online will remain the new norm.

While the world is slowly reopening amid the pandemic, COVID-19 led more US consumers to make purchases online, and that is a trend that will continue into 2022.

Fairtrade Australia additionally predicts shoppers will seek out organisations and companies that promote gender equality.

Frequent Fairtrade shoppers care more than average about women’s causes, according to GlobeScan survey data.

Finally, Fairtrade says there is a clear consumer desire to support brands that are not only taking care of their own teams and suppliers, but also contributing to making the world a better place.

Seventy-one per cent of consumers indicated that traceability is very important to them and that they are willing to pay a premium for brands that provide it.

To learn more, visit the Fairtrade America website.

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