THE BIODIVERSITY AWARENESS MAP

Biodiversity awareness has been measured in 16 countries around the world since 2009. A total of 64 000 consumers were surveyed.

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BIODIVERSITY AWARENESS AND UNDERSTANDING

In 2018, 71% of consumers claim they heard of biodiversity but only 31 provided a correct definition. 

 Q1. Personally, have you ever heard of "biodiversity"?  2018 Results - Basis - all - 5 countries - ST Yes

Q1. Personally, have you ever heard of "biodiversity"? 2018 Results - Basis - all - 5 countries - ST Yes

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  Q2. In your opinion, what does biodiversity mean?   2018 Results - Basis - all - 5 countries

Q2. In your opinion, what does biodiversity mean? 2018 Results - Basis - all - 5 countries

 

Between 2009 and 2018 awareness rates and understanding of biodiversity have gone up in the countries surveyed annually by UEBT. However, the last years the increase is slowing down. Increase has been particularly strong among some segments: lower income groups grew on average with 13 percent points, youth with 19 points. 

 
  Q1/Q2: Personally, have you ever heard of biodiversity?/ What does biodiversity mean? Progress 2009-2018 - Basis -all sample - France, Germany, UK, USA  - Young people = aged 16-24 years old

Q1/Q2: Personally, have you ever heard of biodiversity?/ What does biodiversity mean? Progress 2009-2018 - Basis -all sample - France, Germany, UK, USA  - Young people = aged 16-24 years old

 

WHY CONSUMERS CARE ABOUT SOURCING WITH RESPECT

Consumers feel closely linked to biodiversity.  They find biodiversity conservation important for their well-being and that of generations to come. 

 
 Q6B. To what extent do you agree with each of the following statements about biodiversity and nature? Total "Agree"  Base: all sample - France, Germany, UK, USA, Brazil

Q6B. To what extent do you agree with each of the following statements about biodiversity and nature? Total "Agree"

Base: all sample - France, Germany, UK, USA, Brazil

 

CONSUMERS EXPECTATIONS TOWARDS COMPANIES

Respecting people and biodiversity in purchase behavior is of growing concern. Buying products with natural ingredients that are sourced with respect makes them feel good. Most survey respondents think that companies have a moral obligation to have a positive impact on society, people and biodiversity. Trust in companies has been very low over the last decade. Consumers require evidence about companies’ commitment to responsible sourcing. Verification by an independent organization, insight in concrete actions that a brand takes, or an on-pack label are seen as ways to prove brand commitment. 
 

 
  Q6: Here is a number of statements about the involvement of companies in ethical sourcing of biodiversity.     For each of them, could you please indicate whether you completely agree with it, rather agree, rather disagree or completely disagree? Total "Agree" - Basis - all sample - France, Germany, UK, USA, Brazil

Q6: Here is a number of statements about the involvement of companies in ethical sourcing of biodiversity. 

For each of them, could you please indicate whether you completely agree with it, rather agree, rather disagree or completely disagree? Total "Agree" - Basis - all sample - France, Germany, UK, USA, Brazil

 

TRANSPARENCY - WHAT CONSUMERS EXPECT

When asked what information they would like to see on product packaging, consumers rated the following highest: list of ingredients, the impact on biodiversity (support for bees, wild flowers,  replanting no deforestation), and the origin of ingredients.  Respondents rated the social impact and fair compensation of actors of the production chain slightly lower.

 
 Q7. For each of the following elements, please tell us how much important it is for you to get this information on the packaging?  Total "Important" - Basis - all sample - France, Germany, UK, USA

Q7. For each of the following elements, please tell us how much important it is for you to get this information on the packaging?

Total "Important" - Basis - all sample - France, Germany, UK, USA

 

CONSUMERS TALK ABOUT THEIR EXPECTIONS 

 

2017 Street videos on companies' moral obligation to generate positive impact

Question: Do you think companies have a moral obligations to assure they have a positive impact on society, people and biodiversity?

 

2017 Street videos on consumers' confidence towards companies

Question: Are you confident that companies pay serious attention to local biodiversity when they purchase raw materials for theirs products?

2017 Street videos on consumers' 'feel good factor'

Question: How would it make you feel to buy products from companies that respect people and biodiversity?

 

2018 Consumer story, France

2017 Street videos on consumers' positive impact

Question: Do you think that a consumer can have a positive impact on society by buying products from companies that respect biodiversity and people?

 

2018 Consumer story, USA