Ethical Corporation Institute Reveals That Consumers Are Still Putting Ethics First

Companies are stepping up efforts to communicate their values with voluntary
initiatives such as Fairtrade and the Rainforest Alliance becoming more in
demand as producers clamor to get certified.
LONDON--(Business Wire)--
Ethical Corporation Institute (ECI) has found the current economic climate is
having little effect on consumer desires to be ethical. Demand for produce
certified by organisations like the Rainforest Alliance and Fairtrade is soaring
in 2009. We can expect further growth in the market for industry standards and
certification.

Rob Cameron, head of the Fairtrade Labelling Organisation, told the Annual
Responsible Business Summit in London last month that consumption of products
under the Fairtrade label is continuing to rise. Retail sales volume is expected
to increase from €2.4 billion in 2007 to €3 billion when the 2008 figures are
released. This rise will have been aided by partnerships with the likes of
Starbucks and Cadburys.

Last month the Rainforest Alliance reported that the amount of forest and
farmland certified by Rainforest Alliance will continue to soar along with
demand for products that meet standards for social and environmental
sustainability.

"The drive is coming from all along the value chain and especially companies.
We've never seen more interest from companies, from consumers and from
producers," said Chris Wille, Rainforest Alliance chief of Sustainable
Agriculture.

It`s clear retailers seeking to cut costs in the economic downturn, need to
continue investing in environmental sustainability to retain customers.

Sharon Greene, Managing Director of RISK International told ECI that their
recent studies show 72% of European consumers prefer ethical brands.

`In order to keep customers and other stakeholders engaged with their brand,
companies need to stay abreast of the recent developments in this sector` says
Pam Muckosy, Head of Research at the ECI.`

ECI`s new report Guide to Voluntary Sector Initiatives in CSR shows companies
exactly what initiatives are doing and which one they should join.

The new research report The Guide to Industry Initiatives in CSR is now on sale.
Click here now to purchase the report.

About the Ethical Corporation Institute:

Ethical Corporation Institute (ECI) is the research arm of Ethical Corporation.
ECI produces in-depth commercial research on sale in report format, hosts
training workshops and provides advisory services on ethical business.

Ethical Corporation Institute
Pamela Muckosy
Email: pam.muckosy@ethicalcorp.com
Telephone: +44 (0) 207 375 7554
www.ethicalcorpinstitute.com

Copyright Business Wire 2009