A recent survey by Fairtrade, with research undertaken by Kantar, finds 86% of shoppers want brands to be upfront about sourcing and more than half (55%) think businesses should take a ‘large amount’ or ‘full responsibility’ for protecting the human rights of workers in their supply chains.

The study found that 59% of UK adults support Human Rights and Environmental Due Diligence (HREDD) legislation, while just 9% oppose it, showing strong public backing for government action and responsible business practices.

Sustainability and purpose matter in communications. They help you build trust and credibility, they help you attract and retain talent and they help you drive innovation in green technologies. 

In a special PRmoment podcast, inspired by the final deadline for the Sustainability and Purpose Awards we’re chatting to The Fairtrade Organisation’s Martine Parry about its Fairtrade Fortnight Research and its implications for communicators.

Before we start a reminder that PRmoment’s Sustainability & Purpose Awards final entry deadline is on Wednesday 15th October. Take a look at all the categories on the microsite.

Here’s a summary of what PRmoment founder Ben Smith and Martine Parry discussed on this week’s show:

75% of UK adults believe their shopping habits are the most meaningful way to help build a fairer world. Martine and Ben discuss the implication of this for brand communicators.

Is the value of the ‘green pound’ (total ethical spend in the UK) still a relevant measure of consumer ethical and sustainability spending trends?

Fairtrade’s research identified 2 sustainability and purpose personas, what are they?

How can brands encourage consumers to shop “fair”?

It’s a busy media agenda but is there still room for sustainability and purpose related stories?

Define what authentic sustainability storytelling looks like in 2025?

What is the Human Rights and Environmental Due Diligence (HREDD) legislation and why is it important for communicators who are worried about reputation issues resulting from their supply chains?

As a judge in the Sustainability and Purpose Awards, what sort of work is Martine looking forward to seeing this year?