BRANDS AND BIODIVERSITY IN GERMANY

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 German respondents replied the following:

PERCEPTIONS ON BRANDS in 2018

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%).

In Germany, 3 brands, Nivea, Alnatura and Weleda are mentioned as companies taking concrete actions to respect people and biodiversity. Two years ago, the same companies were mentioned but the rankings of the 3 companies was different with Alnatura coming first.

PERCEPTIONS ON BRANDS in 2018

In 2018, when asked about brands that respect biodiversity, only 44% was capable of providing the name of at least one brand. This was the lowest level among surveyed countries. Alnatura, Weleda and Nivea lead the ranking.

2016 Street interviews confirmed at that time that no brand in Germany was clearly positioned on that topic as the level of responses was very low.