Brands and biodiversity IN FRANCE

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.

When asked what are the 3 beauty and food brands you consider to take most concrete action to respect people and biodiversity French respondents replied the following: see chart below. Yves Rocher once again stands out as a brand taking action for biodiversity with 25% of respondents mentioning it.

Perception 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. Just one brand (Natura, in Brazil) gains more than 25% recognition. Interestingly, only 58% of consumers could name at least one brand. Millennials and GenZ (16-35 years) could name more brands (65%).

In France, Yves Rocher clearly stands out as a brand taking action for biodiversity with 25% of respondents mentioning it.

Perceptions on brands in 2018

In 2018, when asked about beauty and food brands that respect biodiversity, French people only managed to mention a few names (45%). The brands listed below were referred to most often. Street interviews conducted in 2016, showed that people struggle to connect brands with respect of biodiversity.