BRANDS AND BIODIVERSITY IN USA

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 the USA Burt’s Bees is leading the ranking like in 2020 showing the brand is continuously known in the USA for taking actions in favour of biodiversity.

PERCEPTIONS ON 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%).

In the USA Burt’s Bees, an American personal care company, is largely leading the ranking showing the brand is known in the USA for taking actions in favour of biodiversity.

PERCEPTIONS ON BRANDS in 2018

In 2018, when asked about brands that respect biodiversity only 56% of respondents could at least cite one. The brands below were referred to most often. Burt's Bees was at that time largely leading the ranking too.

In 2016, none of the people interviewed in the streets could name a cosmetics, food or pharmaceutical brand that respects biodiversity, thus confirming how people struggled to connect brands with respect for biodiversity. When asked where they got their information from, people responded Internet (social media) and word of mouth.