In a 2021 study by sustainability consultancy GlobeScan, 41 percent of U.S. respondents said they had changed their purchasing choices to make a difference on economic, social or environmental issues. Walk into a grocery store today and the likelihood of finding fair trade coffee or chocolate is higher than five years ago. The same GlobeScan studyfound that about 80 percent of U.S. consumers were aware of the Fairtrade America certification, viewed it favorably and would pay up to 35 percent more for Fairtrade coffee. The trend is clear: people are increasingly seeing their everyday shopping as an important way to make a difference.  

None of this is by accident. Large and small nonprofits—such as the Oxford Committee for Famine Relief (Oxfam)America, which fights global inequality to end poverty and injustice, and Chicago Fair Trade, a grassroots coalition—as well as independent retailers have been raising awareness by advocating on behalf of farmers and producers for years. Another growing trend in the fair-trade space is an understanding that environmental concerns need to be part of the conversation.

Sustainability Goals

Eric Muñoz, associate director for Inclusive and Resilient Food Systems at Oxfam America, notes one of the key issues of concern for their organization is an acknowledgement that hunger and poverty are concentrated in rural areas. Fair-trade efforts address those inequalities while also supporting community engagement and dialogue, democratic participation in decision-making and women’s empowerment.

“Some of the poorest and most vulnerable communities and households are those that rely on agriculture for their livelihoods,” he remarks. “Farmers involved in or selling into global supply chains, or even regional or national value chains, find themselves at a disadvantage. They are least able to negotiate a good return on the cost of their goods, or access markets that are going to adequately compensate them for their work and benefit from their labor. Fair trade is an effort at getting at that issue.”

Environmental concerns are inextricably involved in fair-trade negotiations. Nancy Demuth, director of outreach for Chicago Fair Trade, cites the example of coffee bean farmers in East Africa that are dealing with the negative impacts that unpredictable weather patterns have on their yields. “Those farmers will be farming less, and that means they’re earning less money,” she explains. “If they are using unsustainable environmental techniques, then that might be negatively impacting their soil health, and in 10 to 20 years’ time, their soil will be less productive.” To be Fair Trade Certified, farmers must improve soil and water quality, avoid harmful chemicals and reduce waste and emissions.

Retailers Leading the Way

Since 2010, Tracy Zhu has been selling fair-trade items at her clothing shop Tango Zulu, in Port Gamble, Washington, and about two years ago, many of her customers began to ask for environmentally responsible products. “There seems to be more awareness of the waste and pollution in the garment industry,” Zhu says. “People are interested in sustainable clothing and also items made from clothing scraps, like upcycled kantha dish towels [made of quilted rags]. 

Melissa Kendrick of Sojourns, a fair-trade retailer in Birmingham, Alabama, has likewise changed her inventory to serve a burgeoning interest in conservation. “Upcycled items received lots of attention, and more and more, we saw customers reacting to the information we posted about sustainability aspects of our products,” she says. “Now we see them actively asking about and seeking out items that have a smaller environmental footprint. We even have a section in our online shop that highlights items that are exceptionally eco-friendly. 

Zhu and Kendrick are responding to a rising and vocal support for companies and brands that align with their interests and values. Consumers increasingly ask questions about issues beyond the working conditions or compensation of the people producing the items. They want to know how fair trade impacts the environment and are willing to shift their purchasing power accordingly.

Reducing Consumption

Dampening uncontrolled consumerism is also a concern. “Part of what we do is talk about stopping the madness of mindless consumption,” notes Katherine Bissell Cordova, executive director of Chicago Fair Trade. The nonprofit hosts free clothing swaps, fashion shows featuring recycled garments and opportunities to engage with other advocates at the Chicago Fair Trade Museum, the first of its kind in the U.S.

What consumers do makes a difference, and Demuth encourages individuals to do all they can where they live. “Pick something that is of interest to you and see if you can make one switch,” she recommends. “Do one thing to make a positive difference, rather than overwhelm yourself by trying to suddenly shop 100 percent ethical, because it’s impossible to do that in our society.”

Megy Karydes is a Chicago-based writer and author of 50 Ways to More Calm, Less Stress.

Related Articles:

Forest Stewardship

Actions we can take in celebration of International Day of Forests on March 21 and every day to ensure the future of our woodlands. Read More » 

The Joys of Minimalism: A Rich Life With Less Stuff

Finding that material possessions weigh them down, people are turning to minimalism to simplify their physical, mental and emotional space. Read More » 

Ann Armbrecht on the Business of Ethical Botanicals

Writer and anthropologist Ann Armbrecht explores the relationship between humans and the planet, notably through her work with plants and plant medicine. Read More »