BRANDS AND BIODIVERSITY IN BRAZIL

For a couple of years, the barometer has been tracing the evolution of the ‘champions of biodiversity’ – the brands consumers believe are taking action on biodiversity.

Even if the awareness of biodiversity has grown, only a few brands clearly stood out spontaneously in all countries, except for Brazil. 72% of consumers could name just one beauty or food brand, with younger consumers, consumers aware of biodiversity and women being ahead of other cohorts.

In Brazil, Natura maintains the most recognition amongst 61% of all respondents (compared to 55% in 2020).

PERCEPTIONS OF BRANDS in 2020

While awareness on biodiversity is growing, few brands have been able to position themselves around biodiversity. When asked for three beauty and food brands that take most action on people and biodiversity, only a few brands clearly stood out. Interestingly, only 58% of consumers could name at least one brand. Millennials and GenZ (16-35 years) could name more brands (65%).

Biodiversity, deeply rooted in the Brazilian culture, is a familiar term for most Brazilian people. They acknowledge the key role that companies can have in the conservation of nature benefits offered by biodiversity and their dependance on natural resources. Therefore, Brazilian consumers' expectations towards companies and ethical sourcing of biodiversity are the strongest.

Natura is largely leading the TOP 10 brands whom surveyed consumers consider they take concrete actions for people and biodiversity.

PERCEPTIONS OF BRANDS in 2018

In 2018, when asked about brands that respect biodiversity, most Brazilians (78%) were able to mention at least one brand unlike their counterparts from other countries especially from Europe. The ranking below shows Natura is, by far, the most well-known brand for taking actions in favour of biodiversity.

The 2016 videos below shows that already back then, when asked about a brand that respects biodiversity, most of the interviewees already mentioned Natura. When questioned about how they got their information from, Brazilian people mostly answered from Internet, television and advertising.