EIGHT YEARS OF CONSUMER SURVEY IN BRAZIL
The Biodiversity Barometer started in 2010 in Brazil, a country that is now part of the yearly survey. In eight years, eight thousand persons were interviewed on behalf of UEBT about their awareness of biodiversity, their expectations on brands' respect for people and biodiversity, and their purchasing decisions.
This page shows the responses of ordinary Brazilian people in the UEBT consumer surveys ran in 2017. Street videos shooted in 2016, illustrate the survey outcomes, offering a unique and fun opportunity to view the evolution of the results.
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.
UNDERSTANDING OF BIODIVERSITY IN BRAZIL
In 2017, 94% of Brazilian respondents have heard of biodiversity exactly as many as in 2009, demonstrating that awareness on the subject has always been very strong in the country. However, in 2017 the 16-24 years old show a lower level of awareness than average. On the other hand, biodiversity definition accuracy loses ground in Brazil with 49% being able to define biodiversity correctly in 2017 down from 56% in 2016. This decline is due to the 30-44 years old group (-14pts in correct definition versus 2016).
When given possible definitions of what biodiversity means, Brazilian respondents usually pick the correct one. Yet, they often wrongly associate the term with sustainable development.
Street interviews 2016 - Question: Have you ever heard of biodiversity and what do you think it means?
CONSUMERS' EXPECTATIONS TOWARDS COMPANIES
Brazilian consumers strongly believe that companies have a role to play. 89% (among which 71% completely agree with this statement) of Brazilians interviewed in the survey think companies have a moral obligation to make sure they have a positive impact on society, people and biodiversity. 54% of them actually believe companies pay serious attention to ethical sourcing of biodiversity. Even though Brazilian consumers' confidence has somewhat improved since last year (+7pts), they still need to be reassured on companies' involvement towards biodiversity. Being informed on companies concrete actions towards biodiversity is a major expectation in Brazil (89%).
Street interviews 2016 - Question: Are you confident that companies pay serious attention to ethical sourcing of biodiversity?
WHAT CONVINCES THE BRAZILIAN CONSUMER?
In Brazil, a brand that actively contributes to biodiversity conservation is the best way to convince Brazilian consumers (83%), followed by certification that assures that ingredients are sourced ethically (82%) and detailed information on the origins of natural ingredients used in products (80%). Like in other countries, images used in brands' communication (web, brochure, advertisement) tend to convince them less.
Street interviews 2016 - Question: Would you like to be better informed by companies about how they source the natural ingredients used in their products?
POSITIVE IMPACT THROUGH PURCHASE DECISIONS
Companies involvement in respecting biodiversity and people is a driver of purchase as 87% of consumers surveyed in Brazil believe that they can positively impact society by buying products from companies that respect biodiversity and people. Indeed Brazilians consumers feel responsible for the conservation of natural resources through their consumption habits. Also, 88% feels good when buying such a product and 77% of respondents buy products from company that they know pay attention to biodiversity, the highest level in all surveyed countries.
Ethics and purchase decisions
Street interviews 2016- Question: Would you be more interested in buying a product if you new the company pays attention to the ethical sourcing of biodiversity?
PERCEPTIONS OF BRANDS
In 2016, when asked about brands that respect biodiversity, Brazilians were able to mention at least one brand unlike their counterparts from other countries especially from Europe. The results of the 2016 survey were consistent with what people said in the videos below as when asked about a brand that respects biodiversity most of the interviewees mentioned Natura. When questioned about how they got their information from, Brazilian people mostly answered from Internet, television and advertising.
Question : What are the three brands you consider are making most efforts to respect Biodiversity?
1. Natura 41%
2. Ype 12%
3. O Boticario 11%
Basis: Total respondents excluding labels/distributors
Street interviews 2016- Question: Do you know any cosmetics, food or pharmaceutical brands that respects biodiversity?
Street interviews 2016- Question: How have you hear about these brands?
Learn more about the methodology :