Biodiversity Barometer

UEBT
Biodiversity
Barometer
2009-2015
1
UEBT Biodiversity Barometer 2009-2015
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.
“The different types
of life forms within a
given area (city, region,
continent)“
“The diversity of
creatures and plants, so
the diversity of nature on
earth”
“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”
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.
“It is about the variety
of natural resources
that we have in
Ecuador, different
animals and plants”
“It is about the use of
nature in daily life, for
example by using organic products”
“Going ecofriendly and
maintaining healthy
ecology around us”
Basis: Total Sample in 9 countries - Can you
define biodiversity - open ended question
Biodiversity - an issue close to people’s
heart
For 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.
2
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 could
provide 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 go
Between 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.
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:
Basis : Total sample in 9 countries - April 2015 - Have you heard of the following notions / ST Yes
3
UEBT Biodiversity Barometer 2009-2015
Consumer views on brands that respect biodiversity
For 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.
30%
of respondents in
the UK and Brazil
quote brands
because they saw
relevant brand
communication
Brand positioning around biodiversity
Opportunities 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.
4
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.
Respect for biodiversity: high expectations, low trust
A 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
Biodiversity reporting on the rise
Since 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.
* source Kline & Company Natural Personal Care Global Series report - 2014.
5
UEBT Biodiversity Barometer 2009-2015
The role of education and income
Biodiversity awareness is positively correlated with both education and income. Moreover, the more educated the
consumer, the more they care about respect for biodiversity.
Millennials: the biodiversity generation
Younger 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 humanistic 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 %).
6
UEBT Biodiversity Barometer 2009-2015
Country focus
Each year UEBT conducts research in new countries to gain insight in biodiversity awareness around the world.
India
India 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.
87%
purchase
cosmetics made
of natural
ingredients
Basis : Respondents in India
88%
pay close attention
to the origin of
natural
ingredients
The Netherlands
The 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.
Mexico
Mexico has 120 million inhabitants and a growing
economy. With over 200,000 different species, Mexico
is 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.
Ecuador
Ecuador 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.
7
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 UEBT
Online 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
The 2015 Biodiversity Barometer was undertaken with the support of:
Design by Cosmetics Inspiration & Creation
always inspiring more…
Contact UEBT
UEBT is a membership-based, non profit
organisation www.ethicalbiotrade.org.
Union for Ethical BioTrade
Secretariat
De Ruyterkade 6
1013 AA, Amsterdam, Netherlands
Phone + 31 20 22 34 567
[email protected]
UEBT is independent, impartial and objective in its dealings with
governments, political parties, other organisations and individuals.
Financial administration
p/a CR Gestion et Fiduciaire SA
Rte des Jeunes 9
1227 Carouge, Switzerland
Phone : + 41 22 5661585
[email protected]
Brazilian
Representation
Sao Paulo, Brazil
Phone: + 55 11 99431 1880
[email protected]
® 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