Fairtrade Foundation: Consumer insight

Client:
Fairtrade Foundation
Start date:
June 2011
Completed:
September 2011

Fairtrade has been hugely successful in recent years, through a combination of campaigns, activism and a growing array of Fairtrade products. Surveys consistently show that the public is very familiar with the Fairtrade certification scheme, and – importantly – has a high level of trust in the Foundation.

The Fairtrade Foundation appointed Brook Lyndhurst to undertake a programme of consumer research, to build on their success by further enabling people to turn their ethical concerns into practical actions.

Using a mixture of qualitative and quantitative techniques, we explored public perceptions of ‘Fairtrade’ and sought to ascertain who buys Fairtrade products and why. The results were used to advise the Foundation on how to convert high levels of consumer awareness and trust into action over the coming years.

 

 

Brook Lyndhurst Blog

  • Just can’t get enough? (BEHAVE 2014 Blog Series, 1/4)

      To kick off the season of mellow fruitfulness, David Fell and Geoff King will next week be at the Said Business School in Oxford to join delegates from around the world at the 2014 BEHAVE conference. The theme of the conference is “Paradigm Shift: From Energy Efficiency to Energy Reduction through Social Change”.  To [...] 

  • Food waste in restaurants: out of home, out of mind?

    This blog was originally written by Brook Lyndhurst for The Guardian Sustainable Business portal. It can be found in its original location here: http://www.theguardian.com/sustainable-business/food-waste-eating-out-restaurants In a recent survey most people identified chips as the food they left uneaten and many saw salad garnishes as purely ornamental Photograph: Alamy Q. How many people leave food at the end [...]