A recent study conducted by the Ethical Corporation Institute (ECI) has found that consumers are continuing to buy ethical products despite the state of the economy. Fair Trade and Rainforest Alliance certified items are especially increasing in demand. It suggests that more companies are getting involved with causes, like offering more cause-oriented products to customers, because they offer a more sustainable business model. An increase in consumer awareness can also be linked to the increase in demand of ethical and green products and the involvement of large companies like Starbucks and Cadbury in the Fair Trade movement.

But why have consumers' purchasing behaviors continued to shift, especially during times of recession? In my opinion, consumers are not just following the popular trend of "buying ethical"; they are actually changing their purchasing mindset and becoming more involved with the products they buy. Not only do Fair Trade, Rainforest Alliance and other cause-certified items offer a functional product for consumers, but they also support those who need help. Therefore, consumers not only get the value of a tangible item when they buy ethically, but they also get an intangible value of helping others. People are starting to recognize that it is this intangible value that is offering them more "bang for their buck."

According to the Conscious Consumer Report of 2009 , 3 out of 4 Americans believe they can make a positive impact by purchasing environmentally- and socially-responsible items; however, they do not know which companies to trust due to marketing tactics that can be used by some companies. The BBMG refers to this as the “Green Trust Gap.”

In terms of Fair Trade, businesses can bridge the Green Trust Gap by educating their customers and informing them about Transfair USA and the Fair Trade Federation. Transfair USA offers product-certifying for Fair-trade products while the Fair Trade Federation groups together companies committed to Fair Trade and requires them to be transparent, allowing consumers to trace products back to their producers. These organizations give credibility to companies by recognizing those that are fully dedicated to the cause. Purchasing through Fair Trade companies supported by Transfair USA and the Fair Trade Federation allows consumers to trace back where their products come from, who they are benefitting by their purchase and receive that intangible satisfaction that they are searching for.

For information on how to sell Fair Trade products, you can contact us or check online for our marketing materials . If you are looking to buy from Fair Trade companies, you can look at the FTF website for a list .