Between 2009 and 2016, eight 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 April 2016. 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 one quarter is able to define it. The street videos below show how difficult it is for the British interviewees to explain what biodiversity actually is.


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

Few British respondents believe that companies pay attention to ethical sourcing of biodiversity. Street interviews clearly illustrate the lack of trust people have in companies which are, according to them, mostly profit-driven.

Basis: All sample, 1000 persons


Information requested by consumers in UK

Seventy percent of respondents would like to be better informed by companies about how they source the natural ingredients used in their products. The street videos below demonstrates that people are wishing to be better informed. One of them even requires the implementation of a proper legal framework compelling companies to disclose how they source he natural ingredients used in their products.

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


Ethics drives purchase intention

While the majority of British respondents indicate they would be more interested in buying a product if biodiversity was respected, just a quarter fully agrees. All the people interviewed agree with this statement. While for some, price remains an important consideration, others do not care to pay more as long as biodiversity is respected and fair wages are distributed.

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


Brands perception

When asked about brands that respect biodiversity, only half of the people in the UK are capable of naming at least one brand. This highlights the fact that no brand is actually positioned on this topic. 



For those who named at least one brand, the ones referred below were the top three brands. The Beauty company The Body Shop scored the highest, a result consistent with last year's survey. Street interviews show some people struggle to connect brands with respect for biodiversity. However, some others were able to name a few brands including Body Shop, Lush or Weleda. When asked where they get their information from, people interviewed 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

Learn more about the methodology :