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Industry NewsLoyalty towards sustainable brands continues to increase

Loyalty towards sustainable brands continues to increase


A recent study has found that Canadians see sustainability certifications such as Fairtrade as more important than ever in the wake of the pandemic.

Conducted by GlobeScan in 15 countries including Canada, the consumer survey offers insight into the values and causes consumers find most important and how products with sustainability claims are increasingly becoming a key factor in their purchasing decision.

The study shows that even during the height of the COVID-19 pandemic, Canadians continue to be particularly concerned with making purchasing decisions that ensure fair pay to farmers and workers, safe working conditions, environmental protections, and ensure no child labour was employed.

“This latest research shows us that sustainable business practices are no longer a “nice to have” but a must-have,” said Julie Francoeur, executive director at Fairtrade Canada. “The increased purchasing power of Canadian youth is particularly promising, as we see increased awareness of how their choices impact farmers and workers sometimes half a world away. We celebrate that Canadian youth stand in solidarity with the farmers and workers of the Global South, especially as they continue to suffer the impacts of the pandemic as well as climate change.”

  • Awareness of the Fairtrade mark has grown significantly since 2019, for a total of 42% recognition.
  • Amongst Canadians who recognize the Fairtrade mark, younger people (aged 18–34) compose the majority as most likely to recognize ethical and environmental labels.
  • Nearly 8 out of 10 consumers that know Fairtrade have purchased a Fairtrade-certified product at least once in the last six months, an increase by 8% compared to 2019.

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