The Biodiversity Barometer started in 2010 in Brazil, a country that is now part of the yearly survey. In seven years, seven tthousand 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. Biodiversity deeply rooted in the Brazilian culture, and is a familiar term. It is also a country where expectations are important towards companies and ethical sourcing of biodiversity an important value for them.

Street videos illustrate the survey outcomes, offering a unique and fun opportunity to better understand the results.


While most people have heard about biodiversity, only more than a half can define it correctly. Encouragingly, the level of correct definition has increased in seven years showing that biodiversity has become a clearer concept for Brazilians. Awareness remains very high. The street videos below shows clearly some people have heard of biodiversity and some haven't.


Have heard of biodivesity = I have heard of it and know exactly what it means + I have heard of it but I am not sure what it means.

Basis: All sample, 1000 persons per year


Basis: All sample, 1000 persons per year

Confidence in the Industry

Only half of the Brazilians believe that companies pay attention to ethical sourcing of biodiversity. This is higher than in European countries but still it shows that full trust is absent. Street interviews clearly illustrate that lack of trust.

Basis: All sample, 1000 persons


Information requested by consumers in Brazil

A majority of Brazilian respondents would like to be better informed by companies about how they source the natural ingredients used in their products. All the Brazilians interviewed below agree with this statement.

Agree = Total agree + rather agree / Basis: All sample, 1000 persons


Ethics drives purchase intention

While the majority of Brazilian respondents indicate they would be more interested in buying a product if biodiversity was respected, seventy percent completely agree. The street videos reflects perfectly these results as all the interviewees would be willing to buy products from companies paying attention to ethical sourcing of biodiversity.

Agree = Total agree + rather agree

Basis: All sample, 1000 persons


Brands perception

When asked about brands that respect biodiversity, Brazilians are able to mention at least one brand. This is much more than what we can find in Europe and USA.



With 41%, Natura, a beauty brand, is the most quoted. The interviews above show perfectly that when asked for a brand which makes efforts for biodiversity most Brazilians are mentioning Natura. When questioned about how they get their information from, people interviewed in the streets mostly answered: 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

Learn more about the methodology :