UEBTBiodiversityBarometer2009-2015

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Biodiversity in the mind of consumers? To get insight in the actual understanding of biodiversity, UEBT asks respondents about the meaning of biodiversity through an open question. As can be seen from the quotes on this page, responses vary. A growing number, but no more than 50%, defines biodiversity as the variety of plants and animals. Some give examples of ecosystems such as

the Amazon, or of the danger of monocultures. Others confuse

biodiversity with organic agriculture, environmental protection, global warming, or environmental friendly products and technologies. “It is when there are many

types of flora and fauna in one place””The number of species

of fauna & flora in any given area of the planet”

“It is about the use of nature in daily life, for

example by using orga-nic products”

“The diversity of creatures and plants, so the diversity of nature on

earth”

“The different types of life forms within a

given area (city, region, continent)“

“It is about the variety of natural resources

that we have in Ecuador, different

animals and plants”

How do people hear about biodiversity?TV & radio programs, school, and newspapers & magazines are the main sources of awareness of biodiversity, with differences in the order of importance per country. In France government campaigns have helped raise awareness, while in India family and friends are mentioned as an important source of information. Brand communication is still limited as source of information, which generates opportunities for companies to step in and raise awareness.

Biodiversity - an issue close to people’s heartFor 87% of respondents it is important to personally contribute to biodiversity conservation. Interest is especially high (over 95%) in Latin America and India, and is growing in the other countries. Yet, most people are not sure what actions they can take on biodiversity, and look at governments, NGOs, or companies to act. This offers interesting prospects for companies that genuinely contribute to biodiversity conservation. Biodiversity is essential for 1 out of 2 people interviewed in the 9 countries. This is 74% for respondents from Brazil, Ecuador, Mexico, India.

“Going ecofriendly and maintaining healthy ecology around us”

Basis: Total Sample in 9 countries - Can you define biodiversity - open ended question

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UEBT Biodiversity Barometer 2009-2015

UEBT Biodiversity Barometer 2009-2015

Biodiversity awareness around the world By 2020 the United Nations wants citizens to be aware of biodiversity and of its importance for our planet. Since 2009, 47,000 consumers in 16 countries have been surveyed for the UEBT Biodiversity Barometer to provide insight in biodiversity awareness. The barometer also explores consumer attitudes towards biodiversity and its implications for company strategies.

The map below shows the findings of 7 years of research. Many respondents around the world are familiar with biodiversity,particularly in Latin America and Asia. Yet, the meaning of biodiversity is not well understood still: on average 1 out 3 couldprovide a correct description. While awareness and understanding of biodiversity are slowly growing, governments will need to step up efforts to increase awareness among their citizens to reach the 2020 targets of the United Nations.

Biodiversity awareness increasing, but a long way to goBetween 2009 and 2015 biodiversity awareness grew from 56% to 64% in Germany, France, UK, USA, with the strongest growth around the 2010 International Year of Biodiversity Campaign. In India biodiversity awareness more than doubled between 2012 and 2015 and grew from 19% to 40%. In Brazil awareness has slightly fallen since 2010.

Basis : Total sample in 9 countries - April 2015 - Have you heard of the following notions / ST Yes

Except for Latin America, biodiversity awareness still falls behind that of other notions, such as sustainable development, global warming, or deforestation.

Awareness of other notions:

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UEBT Biodiversity Barometer 2009-2015

30%of respondents in the UK and Brazil

quote brands because they saw

relevant brand communication

Consumer views on brands that respect biodiversityFor the 3rd year in row the UEBT Biodiversity Barometer asked respondents to list those brands that they think respect biodiversity most. An average of 60% provided brand names. Beauty companies remain to be associated most with respect for biodiversity, but this year more consumers mentioned food and household brands. Quite some variation was detected over the last 3 years among the leading quoted brands. Various brands newly entered the top 3 in 2015, showing that opportunities exist for market distinction based on biodiversity, and that brand communication can quickly alter a brand’s image on this issue.

Why were brands listed? When asked to explain their choice, respondents mostly said they quoted brands because of their overall commitment to the environment. Information is mostly obtained from TV and radio programs. More brands are thus selected for their sustainability reputation, rather than their specific commitment to biodiversity. Only when consumers strongly associate brands with biodiversity (Brazil, France, UK, India), other reasons such as brand communication on biodiversity were also mentioned frequently as reason for choice.

Brand positioning around biodiversityOpportunities exist for brands to position themselves around biodiversity, responding to consumer expectations, while offering consumers a way to contribute to biodiversity conservation when purchasing products. Brand communication on biodiversity can be an effective way to strengthen such positioning.

To date, few companies have gained international recognition around respect for biodiversity. In Latin America Natura Cosmetics leads the way, as consumers rank it among the top 3 of companies that respect biodiversity in Brazil, Colombia and Mexico.

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UEBT Biodiversity Barometer 2009-2015

Rising interest in naturals Nature is more than ever a source of inspiration for industry. With the rise of the wellness trend, natural based products are on the rise. A majority of respondents says they often buy food, beauty and pharmaceutical products made of natural ingredients, especially in emerging markets. Other research shows that sales of personal care products are projected to increase by just under 10% per year until 2019*. Consumers also demand more transparency: a significant number of respondents pays close attention to where natural ingredients come from.

* source Kline & Company Natural Personal Care Global Series report - 2014.

Biodiversity reporting on the riseSince 2009 more beauty and food companies mention biodiversity in their corporate reporting. Still only 36% of the top 100 beauty companies and 60% of food companies mention biodiversity in their reports or on their websites. For the top 20 this is 80 and 90% respectively. Yet, a large majority is not mentioning biodiversity when reporting on supply chain sustainability. For those that do, the level and quality of information is often limited or restricted to a few supply chains such as palm oil or paper. To respond to consumer expectations, significant steps still need to be taken to improve biodiversity reporting. In addition, more direct consumer communication on biodiversity is needed to increase the trust of consumers.

Respect for biodiversity: high expectations, low trustA majority of respondents expect companies to source with respect for biodiversity. But consumers are often skeptical: only 15% fully trust that companies pay serious attention to biodiversity. Consumers would therefore like to receive more information from companies, and 80% of respondents would be more interested in buying a product if they knew the company pays attention to ethical sourcing of biodiversity.

Consumers value ethical sourcing of biodiversity

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UEBT Biodiversity Barometer 2009-2015

Millennials: the biodiversity generationYounger consumers are most aware about biodiversity and the majority (88%) wants to personally contribute to biodiversity conservation: one out of two even believes this is essential. School is clearly the main source of information: half learn about biodiversity at school (versus 27% on average). The youth is slightly more trusting towards companies: 46% of respondents are confident that companies source ingredients ethically (versus 42% on average). But they remain demanding: 82% wish to be better informed on how companies source their ingredients. The younger generation is more brand aware and more easily quotes brands that respect biodiversity (68% quote at least one brand versus 60% in general).

“Millennials are eco-minded. They grew

up hearing about sustainable development at school, and value brands that adopt hu-

manistic practices.Eric Briones - Co-Author

Gen Y & Luxury

Those that buy natural ingredients care Consumers that often buy beauty, food or pharmaceutical products made of natural ingredients are more concerned about biodiversity: 95% say it is important/essential to personally contribute to biodiversity conservation (compared to 88% on average), and 68% say it is essential. They also have higher expectations towards companies: 94% expect them to have policies in ethical sourcing of biodiversity (versus 83% on average), 93% wish to be better informed by companies (versus an average of 82 %).

The role of education and incomeBiodiversity awareness is positively correlated with both education and income. Moreover, the more educated the consumer, the more they care about respect for biodiversity.

“

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87% purchase

cosmetics made of natural ingredients

UEBT Biodiversity Barometer 2009-2015

IndiaIndia has 1.2 billion inhabitants and a fast growing economy. It is rich in biodiversity, holding nearly 7% of the world’s species. Living in harmony with nature is part of the Indian culture. It has a deeply rooted system of traditional medicine that uses many indigenous plant species. Yet, awareness of the term biodiversity is still low in India, although it has doubled since 2012. Barometer research shows a high use of natural ingredients, a strong interest to contribute to biodiversity conservation, and high expectations towards companies’ respect for biodiversity. The two brands most quoted for respecting biodiversity are personal care brands that produce Ayurvedic herbal products. Information from friends and family is one reason for selecting these brands.

The NetherlandsThe Netherlands is a small country. Yet, as leading food and agriculture exporter with many international supply chains its biodiversity impact is significant. The survey shows an engaged consumer with average knowledge on biodiversity and no particular brands that stand out strongly for the consumer with regard to respect of biodiversity.

Country focusEach year UEBT conducts research in new countries to gain insight in biodiversity awareness around the world.

Mexico Mexico has 120 mill ion inhabitants and a growing economy. With over 200,000 different species, Mexicois home to around 10% of the world’s biodiversity. With regard to biodiversity, Mexicans show high awareness, an above average understanding, and strong personal interest in biodiversity and high expectations towards companies’ respect for biodiversity. No company has yet positioned itself on the issue of respect to biodiversity in Mexico. Consumers quote brands mostly for their general environmental reputation.

EcuadorEcuador is a small Latin American country.Due to its variety of ecosystems, including the Amazon, the Andes and Galápagos Islands, it holds more biodiversity per square kilometer than any other country. Ecuadorians have high awareness of biodiversity, but their understanding can be improved. They mostly associate local food brands with biodiversity, although no brand has really positioned itself around respect of biodiversity.

88% pay close attention

to the origin of natural

ingredients

Basis : Respondents in India

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UEBT Biodiversity Barometer Methodology

Independent market research companies annually conduct the research for the UEBT Biodiversity Barometer. National representative samples are used of 1000 persons per country. To correct sampling disparities, a post-stratification weighting of results is applied based on important socio-demographic variables.

2015 Fieldwork: March-April 2015 / IPSOS Survey on behalf of UEBTOnline interviews of 1000 consumers (Omnibus in France, Germany, the UK, Netherlands and USA, ad-hoc for Brazil, Mexico), telephone in Ecuador, face to face in India. Age target: 16-64 (18-64 in the USA and Brazil).

This document also includes historical results of IPSOS surveys commissioned by UEBT: France, Germany, UK, USA (February 2009-2014), Japan and South Korea (September 2010- 2011), Brazil (February 2010-2014), India, Peru and Switzerland (February 2012), China (February 2013), Colombia and Vietnam (February 2014).

Detailed information of the methodology is available at www.uebt.org

always inspiring more…

The 2015 Biodiversity Barometer was undertaken with the support of:

® Union for Ethical BioTrade registered Trademark owner © Union for Ethical BioTrade (2015): reproduction prohibited without prior written agreement of the Union for Ethical BioTrade ® Photo Credit and Copyrights: istockphoto, CBD courtesy ® Illustration Credit: Cosmetics Inspiration & Creation

Brazilian RepresentationSao Paulo, BrazilPhone: + 55 11 99431 1880 brazil@ethicalbiotrade.org

Union for Ethical BioTrade SecretariatDe Ruyterkade 61013 AA, Amsterdam, NetherlandsPhone + 31 20 22 34 567info@ethicalbiotrade.org

Financial administrationp/a CR Gestion et Fiduciaire SARte des Jeunes 91227 Carouge, SwitzerlandPhone : + 41 22 5661585 info@ethicalbiotrade.org

UEBT is independent, impartial and objective in its dealings with governments, political parties, other organisations and individuals.

Contact UEBTUEBT is a membership-based, non profit organisation www.ethicalbiotrade.org.

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