Fair Trade USA and the Natural Marketing Institute (NMI) have released new data indicating that 67% of consumers now recognize the Fair Trade Certified seal, an eight-percentage point increase over 2015. This growth is, said the organisations, supported by new findings on consumer preferences – particularly around ethical products – and the wide array of Fair Trade products hitting store shelves across a broader array of categories.

In addition to the spike in general awareness, the joint research underscores shoppers’ growing demand for products that align with their values. 64% of the general population are more likely to buy products from companies that support causes they believe in, up from 61% last year. Millennials are especially likely to look for the Fair Trade Certified seal for proof of social claims: 73% recognize the seal, and 53% are more likely to purchase Fair Trade Certified products.

“More than ever before, consumers want accountability, responsibility and sustainability from the companies they buy from,” said MaryEllen Molyneaux, President of NMI. “By looking for the Fair Trade Certified™ seal on products from more than 1,000 companies, people can turn their everyday purchases into a profound force for good. Every dollar is a vote for the world we want to live in.”

The broadening range and availability of Fair Trade products on store shelves makes it easy for consumers to shop their values, the organisations said, noting that nine hundred and sixty-three new CPG products launched in 2016 alone, compared to 550 in 2015.