Are Ethical and Sustainable Retail Product Labels Still Necessary?

Choosing retail supply chains that are fair to people and planet.

Today, while standing in the coffee aisle of my local supermarket, I realised something. I couldn't recall when I last actively looked for the Fairtrade logo on the packaging. Not because I'd lost interest, but because I already knew the high-profile retailer wouldn't sell products that didn't meet global supply chain ethical standards.  And that moment sparked a deeper reflection: do we even need ethical and sustainable product labels in today's retail landscape?

I have seen sustainable and ethical retail grow from all directions. I have held high-impact roles in corporate social responsibility (CSR), environmental sustainability, and global sustainable development, and I was honoured to lead large-scale areas of work for two ethical product label organisations. Success in those positions wasn't just about certification, but about storytelling, transparency, and transformation.

From Certification to Connection In the early 2000s, ethical product labels were revolutionary. They gave consumers a simple way to make informed choices. But as the landscape matured, so did the expectations. I lead global strategic initiatives and staff teams to connect retailers and consumers with the real stories behind the products.

We took retail partners to meet with farmers, fishermen, miners, and hear their stories, and see the impact of ethical sourcing. We allowed them to witness the supply chain with their own eyes. We launched integrated cross-brand digital campaigns that resonated with millennial consumers, who, more than any generation before, demanded transparency, engagement, and proof. This was not just about optics. It was all about authenticity; the origin of the product, how it was sourced and captured, the treatment of labour, fair wages, and the reduction of environmental footprint across every production stage.

The Role of GRI in Ethical Labelling Ethical labels are typically the consumer-facing tip of a much bigger iceberg. Behind every "Fairtrade" or "Rainforest Alliance" label is a complicated web of data, standards, and verification. That's where the Global Reporting Initiative (GRI) comes in. GRI provides a standardised framework for companies to report their sustainability impacts, across fair labour, environmental stewardship, anti-corruption, biodiversity, and occupational health.

Where labels communicate values to consumers, GRI Standards supply the verifiable data to back up the claims. For example, whether a product can be marked "ethically sourced". With GRI, the company reports on its supplier ratings, audit processes, and corrective actions, providing stakeholders with detailed information on how it manages its supply chain. GRI establishes a shared language for sustainability reporting, linking specific product-level claims to corporate responsibility as a whole.

From Asking to Expecting Over the past twenty years, consumer expectations have shifted, and it's a great honour to know that I have been a part of it and to know the individuals who still are.

Sustainability and responsible sourcing are no longer niche concerns; they're the bare minimum. Supply chain ethics and retail ethics aren't something we ask for; they're something we now expect. The rise of ESG investing, climate-conscious consumers, and global sustainability frameworks has reversed the burden of proof on corporations. Transparency is no longer an option.

So, are ethical labels still necessary? In many ways, yes. They remain powerful tools for consumer education and brand accountability. But they’re no longer sufficient on their own. Today’s consumers want more than a logo; they want trust. And that trust is built through transparency, traceability, and alignment with global environmental, social and governance (ESG) principles.

That's why I didn't look for the Fairtrade logo on the packet of French Roast coffee. I didn't need to. I trusted the retailer. I was familiar with their procurement policies, their supplier relationships, and their record on ethical trade. That trust is the new gold standard.

And it's earned, not printed.