Fairtrade Foundation: Consumer insight

Fairtrade Foundation
Start date:
June 2011
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

  • 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 [...] 

  • Waste prevention 2014

    On Tuesday I spoke at the Westminster Forum event entitled: “Reducing and managing waste: implementing the Waste Prevention Programme and moving towards a ‘zero waste’ economy”. With five minutes to speak, I thought I’d say five things. I decided to make my remarks from a demand side perspective, drawing on a mix of Brook Lyndhurst’s [...] 

  • Shifting energy cultures

    I’ve just come back from researching energy in New Zealand. It turns out there are some pretty fundamental differences in the production and consumption of energy between the UK and  New Zealand. Below are a few examples and accompanying observations and anecdotes regarding possible reasons why this might be the case. At the end I’ll [...]