# Ethical Consumption The beverage industry increases its focus on doing good. By [Katherinev123](https://www.trendhunter.com/katherine), Contributing Editor | Published Jul 12, 2011, updated Jul 22, 2011 | Category: [Eco](https://www.trendhunter.com/pro/category/environmental-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/ethical-consumption ## Key Figures - Trend score: 3.8/10 - Evidence articles: 5 ## What is the Ethical Consumption trend? **Ethical Consumption:** For a long time, coffee brewers were under scrutiny for unethical work practices. Now, most coffee suppliers are serious about fair trade products, and joining the ethical crusade are other beverage brands, from energy drink producers to wine makers. Just as consumers were once concerned about where and how their coffee was produced, it may not be long before consumers make their juice choices based on ethical reasons. ## At a Glance - Evidence: 5 featured examples - Articles from: Aug 23, 2009 to Jun 14, 2011 - Published: Jul 12, 2011 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Naturality](https://www.trendhunter.com/megatrend/naturality), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation), [Many to Many](https://www.trendhunter.com/megatrend/many-to-many) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe ## Themes within the Ethical Consumption trend ### Ethical Consumption Consumers are making their purchasing decisions based on ethical reasons, driving the beverage industry to focus on fair trade and sustainable development. ### Social Cause Beverages Beverage companies are focusing on bringing social awareness to their products, with companies like LemonAid donating portions of their profits to worthy causes. ### Rainforest Energy Drinks Guayaki's Market Driven Restoration business model allows profits from their energy drink made out of yerba mate to go back into South American rainforest conservation. ## What the Ethical Consumption trend means for industry ### For Beverage Industry The beverage industry is being impacted by consumers' ethical and social cause preferences. ### For Social Enterprises Small businesses with a passion to make a positive impact are thriving by creating products that cater to consumers' growing social consciousness. ### For Sustainable Agriculture Companies like LemonAid and Guayaki are working towards sustainable development in the regions they import their fair trade ingredients from. ## Trend signals for Ethical Consumption Trend score 3.8 out of 10, from popularity 60%, activity 44%, freshness 8%. - Popularity: 60% - Activity: 44% - Freshness: 8% ## Examples of the Ethical Consumption trend 5 featured examples from Aug 23, 2009 to Jun 14, 2011. - [Notched Wine Glasses](https://www.trendhunter.com/trends/govino-glasses): These Govino Glasses are Shatterproof, Reusable and Recyclable (Category: Eco) Implication: Opportunity for disruption in the outdoor entertaining industry by offering stylish and practical tableware for parties. - [Social Cause Beverages](https://www.trendhunter.com/trends/lemonaid-charitea): LemonAid and ChariTea Drinks are Deliciously Charitable (Category: Social Good) Implication: The beverage industry has an opportunity to differentiate themselves and appeal to socially conscious consumers with fair trade and charitable initiatives. - [Simple Stained Packaging](https://www.trendhunter.com/trends/eos-coffee): The Eos Coffee Branding Has an Unusual Way to Convey Strength Level (Category: Social Good) Implication: Coffee brands seek innovative packaging and branding strategies to effectively communicate product quality and social responsibility while standing out in a competitive market. - [Rainforest Energy Drinks](https://www.trendhunter.com/trends/guayaki): Guayaki Yerba Mate Has a Unique Social Business Model (Category: Social Good) Implication: With the popularity of energy drinks, incorporating unique ingredients and organic superfoods can disrupt the beverage industry and attract health-conscious consumers. - [Fair Trade Beverages](https://www.trendhunter.com/trends/lemonaid): LemonAid is a Chic Social Business with a Conscience (Category: Social Good) Implication: The food and beverage industry could benefit from adopting fair-trade practices and socially responsible branding to appeal to a wider audience of consumers looking for ethical pr… ## Recent trend clusters - [Calm Monitoring](https://www.trendhunter.com/protrends/calm-monitoring) (Lifestyle) - [Smile Cosmetics](https://www.trendhunter.com/protrends/smile-cosmetics) (Fashion) - [Connected Filtration](https://www.trendhunter.com/protrends/connected-filtration) (Tech) - [Errand Leisure](https://www.trendhunter.com/protrends/errand-leisure) (Business) ## Trending in Eco - [Backpack-Sized Folding Scooters](https://www.trendhunter.com/trends/blizwheel-f05) - [Aftermarket Cyclist Motor Systems](https://www.trendhunter.com/trends/asus-oxiis-e250g1) - [Jewel-Toned Fall Apparel](https://www.trendhunter.com/trends/quince-silk) - [Living Fungal Textiles](https://www.trendhunter.com/trends/programmable-fungal-platform) All articles: [Eco](https://www.trendhunter.com/eco)