A BIODIVERSITY RECKONING FOR BRANDS

Since UEBT’s launch in 2009, 13 years of quantitative research with over 80,000 people spanning 16 countries surveyed, have highlighted the amazing growth of biodiversity awareness, with more companies and brands taking a stand in favour of sourcing with respect for people and biodiversity.

For the 2022 UEBT Biodiversity Barometer, consumer research was conducted in Brazil, China, France, Germany, UK and USA.

Loss of biodiversity is the second most urgent environmental concern after climate change

Across all countries, climate change is ranked as the 1st concern for 35% of respondents, while loss of biodiversity ranks 1st for 21%.

In Brazil and China the loss of biodiversity is ranked as the highest global environmental concern with respectively 25% and 31% of respondents replying it is the most important issue.

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 – Brazil, China, France, Germany, UK, USA

Biodiversity awareness is the new normal

Since 2009, more than 80,000 people have been surveyed, of which 6,000 were surveyed in 2022. Awareness and understanding of biodiversity have significantly grown over the last decade, a trend that is expected to continue.

In those countries with the lowest scores (Germany, USA and UK) the data shows how awareness has risen significantly in recent years to reach a very high level of awareness today, with the strongest increase in Germany, moving from 29% awareness in 2009 to 76% in 2022.

“The awareness of biodiversity has been rising steadily, but in the last two years it has completely accelerated”

— Rik Kutsch Lojenga - UEBT Executive Director

Q1. Personally, have you ever heard of ‘biodiversity’? Score on total ‘I have heard of it’
Basis – all sample. Initial sampling – 2009 France, Germany, UK, USA; (1)2010 Brazil; (2)2013 China.

The research shows a high level of understanding of what biodiversity is. 87% of consumers surveyed had heard of the term ‘biodiversity’ and 82% could select the correct definition of biodiversity: ‘the diversity of plants and animals’. Scores are particularly high for Brazil and China.

*Q12. Respondents were asked to select a from a pre-given list of possible definitions of ‘regenerative practices.’ 84% overall agreed to an accurate definition.*
*Basis - all sample - Brazil, China, France, Germany, UK, USA*

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*

Consumers want information on a product’s impact on biodiversity

Biodiversity is of significant interest to consumers. In fact, 54% of those surveyed said it was very important to them to have information on a product’s impact on biodiversity listed on the product packaging or product web page, only slightly lower in importance than the list of ingredients.

Amongst those consumers who have the highest awareness of biodiversity, this figure goes up to 61% , also reaching 61% among consumers who buy natural beauty brands.

Responses show that importance is given to labels that validate a company’s ethical sourcing practices, being very important in Brazil (76%), China (46%) and France (42%).

Q5. Companies communicate information on their product packaging or on product web pages. For each of the following elements, please tell us how important it is for you to get this information on the packaging or the product’s web page. Answer choices were ‘Very important,’ ‘Important,’ ‘Not so important,’ ‘Not at all important,’ and ‘I don’t know’.
*Basis – all sample – Brazil, China, France, Germany, UK, USA*

Brand inaction on people and biodiversity remains a hurdle

Since 2020, the expectations of 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, with Brazil reaching 77% of those surveyed saying they ‘completely agree.’

Consumers, however, are not convinced that companies do act positively on people and biodiversity – 24% 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?
*Total of ‘Completely agree’ responses. Basis – all sample – Brazil, China, France, Germany, UK, USA*

Consumers have more faith when company commitments are independently checked

Many companies put in place responsible sourcing commitments and their own programmes or frameworks to bring these commitments to fruition.

These in-house actions are clearly seen by consumers as having more impartiality, transparency or rigour when they are independently checked, whether through formal verification or certification or through other types of partnerships with external organisations.

In the US, UK, France and Germany roughly one-third of consumers said they ‘completely agree’ these independent checks give them more faith in a company, and in Brazil this is as high as 60%.

Consumers want companies to take a stand on global targets

Q4. Here is 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 – all sample – Brazil, China, France, Germany, UK, USA

Often compared in importance to the 2015 Paris Agreement related to climate, the global agreement for nature will present an opportunity for business to contribute to its targets, signaling support for what may become the clear beacon for nature worldwide. 84% of consumers said they would like to see companies take a stand when the agreement is adopted.

Living wage on the rise to impact purchasing

Consumers place high importance on respect and biodiversity when choosing a product: chemical-free/toxic-free and paying a living wage to workers especially stand out as very important purchase drivers.

In the UK and US, the highest importance is placed on paying a fair wage to workers, while in EU countries chemical-free is the most important criterion. In Brazil and China, eco-responsible packaging is evaluated as most important.

Q7. We will now discuss your purchasing habits. Below is a list of criteria that can be attributed to products and the way they are produced. Please let us know to what extent each is important to you when choosing a product. Answer choices were ‘Very important,’ ‘Important,’ ‘Not so important,’ ‘Not at all important,’ and ‘I don’t know.’ Pre-given list in randomized order. All sample – Brazil, China, France, Germany, UK, USA

The five most important company actions to address: people and biodiversity

Ethical sourcing practices especially relating to biodiversity and protection of nature are expected from brands. Reforestation and reduction of plastic are rated as ‘very important’ actions.

In the top five, paying fair prices or decent wages and protecting bees are mentioned by half of the sample as ‘very important’ actions.

Consumers views 2022