Rise of the conscious consumer

More Kiwis are willing to pay for ethical products than ever before. A new report reveals that 71% are willing to pay more to get the best organic, sustainable and ethically produced products available.

Three out of every four Kiwis are likely to pay more for organic, sustainable and ethically produced products than they were in 2015, with Fairtrade and the Eco Store recognised as leading sustainable brands in New Zealand. 
According to Colmar Brunton’s Better Futures Report 2016, which surveyed more than 13,000 people throughout New Zealand, 71% of consumers said they were prepared to pay more for sustainable and ethically produced products, a six percent year-on-year increase from 2014. 

Highlighting the Kiwi passion for sustainability and ethics, 83% of respondents stated they would stop buying a company’s products if they heard about them being irresponsible or unethical, and 72% said it is important for them to work for a company that is socially and environmentally responsible.

The upward trend in sustainable consumerism is reflective of rising concerns about the origin of food and other products as well as a desire for easier access to information about the working conditions of farmers and workers in developing countries. 

These developing consumer preferences at a local level also mirror global trends, with similar findings being published by Euromonitor International in their Global Changemakers Survey 2016. 

Fairtrade Australia & New Zealand CEO Molly Harriss Olson said the survey reflects how far the Fairtrade movement has come over the past decade, as campaigners and businesses have worked together to transform the way that the nation shops.

“In the past year retail sales value of Fairtrade products across New Zealand and Australia have grown by more than 17% to NZ$379 Million.”

While environmental concerns continue to grow in 2016, the report also highlights that social issues are occupying the minds of Kiwis. Over 60% of Kiwis rate industry and innovation as being very important to creating a better future for our planet, followed by 65% rating gender equality as being very important.

“These findings reflect the experience of Fairtrade and the importance of our work throughout the Pacific region,” says Harriss Olson.

“Continued retail sales growth has enabled Fairtrade to provide more support and services to farmers and workers throughout the Pacific, including the successful movement and expansion of gender equality and technology innovation programs. 
“It is wonderful to see the thoughtful shopping of New Zealanders translate into profound impacts on the lives of thousands of people in the neighbouring Pacific,” Ms Harriss Olson added.