During Fair Trade Month 2009 (October), Handmade Expressions (in conjunction with a team of University of Texas students) conducted a survey online and around Austin, Texas, to figure out who responds to socially responsible products, and what messages work well with them.

We are happy to be done with the analysis, and would like to share the results of our survey with our friends involved in Fair Trade.

To see a PowerPoint presentation of our results, please click here or on the picture below:

To see a printed version of the survey, please click here.

Some conclusions

• Women respond most favorably to social responsibility messages. Design marketing materials aimed at women.

• The age group 25-34 respond more favorably to socially responsible messaging.

• People identify with fair wages and employee treatment.

• Wealthy people and people who buy gifts often tend to do it online and in boutiques. A great website, product reviews, and well trained sales people will help you sell.