Between 2009 and 2017, nine thousand persons were interviewed in the UK 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 answers of British respondents 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.


64% of British respondents have heard of biodiversity in 2017 up from 59% in 2009. Even though the UK ranks third in biodiversity awareness among the 5 countries surveyed, the level of biodiversity awareness has not increased significantly over the past nine years (+5pts). Only 24% is able to define biodiversity correctly. When given possible definitions of what biodiversity means, British consumers usually pick the correct one being "biodiversity is the diversity of plants and animals". However, compared to other countries the level of correct definition in the UK is more mitigated: a little more than half of people interviewed associated biodiversity with its correct definition. 

Basis: All sample, 1000 consumers per year

Basis: All sample, 1000 consumers per year

Street interviews 2016 - Question: Have you ever heard of biodiversity and what do you think it means?


British consumers strongly believe that companies have to play a positive role. Indeed, 72% of them think companies have a moral obligation to make sure they have a positive impact on society, people and biodiversity. However, only 25% of British respondents say they are confident companies pay serious attention to ethical sourcing of biodiversity. These results remain stable compared to 2016, thus showing that British consumers still need some proof from companies on their involvement towards biodiversity. Being informed on companies concrete actions (62% agree) and having an independent organization verifying the companies commitments to ethical sourcing (61% agree) would be two most important elements of reassurance for them. However, these expectations are lower in Britain compared to other countries. 

Agree = Completely agree + rather agree / Basis: All sample, 1000 consumers


Street interviews 2016 - Question: Are you confident that companies pay serious attention to ethical sourcing of biodiversity?


When asked what would convince them that a brand is actually involved in respecting biodiversity, British consumers value the most, concrete actions undertaken by companies (76%). In the UK, certification assuring ingredients are sourced with respect and detailed information on the origins of the company's natural ingredients also play a key role in convincing consumers of a brand involvement. On the other hand, a company's clear mission statement (56%) and images in the brand's communication (43%) convinced British people to a lesser extent.

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

 Basis: Total Agree- All sample.1000 consumers

Basis: Total Agree- All sample.1000 consumers

Street interviews 2016 - Question: Would you like to be better informed by companies about how they source the natural ingredients used in their products?


Companies involvement in respecting biodiversity and people is a driver of purchase as most consumers surveyed in UK (58%) believe that  they can positively impact society by buying products from companies that respect biodiversity and people. They feel active citizens. Also, 59% feel good when buying such a product. However, only 41% of respondents buy products from company that they know pay attention to biodiversity, thus allowing a great potential of growth for companies respecting biodiversity and people.

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

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?


In 2016, when asked about brands that respect biodiversity, only half of the people interviewed in the UK were capable of naming at least one. This highlighted the fact that no brand was at that time actually positioned on this topic. The brands referred below were the top three brands given by people who were able to name at least one brand. The Body Shop scored the highest, a result consistent with 2015 consumer survey. 2016 Street interviews showed some people struggled to connect brands with respect for biodiversity. However, others were able to name a few brands including The Body Shop, Lush or Weleda. When asked where they got their information from, people in the streets mentioned Internet, magazines and other people.

Question : What are the three brands you consider are making most efforts to respect Biodiversity?

1. The Body Shop 18%

2. Coop 10%

3. Waitrose 7%

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?

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