BRANDS AND BIODIVERSITY IN China
The research shows a high level of understanding of what biodiversity is in China. 94% of Chinese consumers surveyed had heard of the term ‘biodiversity’ and 91% could select the correct definition of biodiversity: ‘the diversity of plants and animals.’ In China loss of biodiversity was even ranked as the highest global environmental concern, slightly more often than air pollution.
Q2. Here are a number of possible descriptions of biodiversity. For each of them, could you please indicate whether you completely agree with it, somewhat agree, somewhat disagree or completely disagree? Score on Total Agree. Basis – all sample – Brazil, China, France, Germany, UK, USA
Q6. Here is a list of global environmental issues. Please rank them in the order of how personally important they are to you. Respondents had to rank the issues from 1st to 5th with 1st being the most personally important. Pre-given list in randomized order. Basis – all sample – China
Since 2020, the expectations of consumers towards companies have increased - More than half of those surveyed ‘completely agree’ that it is a moral obligation for companies to assure they have a positive impact on people and biodiversity. Chinese consumers, however, are not convinced that companies do act positively on people and biodiversity – 38% of those surveyed say they are confident that companies pay serious attention to ethical sourcing of biodiversity.
Q4. Here are a number of statements about the involvement of companies in ethical sourcing of biodiversity. For each of them, could you please indicate whether you completely agree with it, rather agree, rather disagree or completely disagree?
‘Agree’ = total of ‘Completely agree’ and ‘Rather agree’. Basis – China
“Overall Chinese consumers place a much higher responsibility on companies to make a positive impact. While Chinese consumers seem to show the highest confidence in companies, there is still a gap between their expectations of companies and their trust that a company is doing the right thing.”
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 China, L’Oréal is leading the ranking.
Q9. What are the 3 beauty and food brands you consider to take most concrete action to respect people and biodiversity? Base – At least one quotation – labels / Supermarkets removed from the top 10
