NINE YEARS OF CONSUMER SURVEY IN USA
Between 2009 and 2017, nine thousand persons were interviewed in the USA 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 American 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.
UNDERSTANDING OF BIODIVERSITY IN THE USA
63% of American respondents have heard of biodiversity in 2017, up from 48% in 2009, representing a significant increase in biodiversity awareness. Only 24% however, is able to define biodiversity correctly. It is up from 12% in 2009, meaning the understanding of biodiversity rose alongside the awareness on the subject. Nonetheless, American consumers slightly lost in accuracy compared to last year where they were 28% to give the proper definition for biodiversity. This drop could be explained by the media's attention being particularly caught by the US presidential elections putting as a result, other subjects like biodiversity in the shade.
When given possible definitions of what biodiversity means, American respondents usually pick the correct one. Yet, they often wrongly associate the term with the differences between human races.
Street interviews 2016 - Question: Have you ever heard of biodiversity and what do you think it means?
CONSUMERS' EXPECTATIONS TOWARDS COMPANIES
78% of Americans interviewed in the survey think companies have a moral obligation to make sure they have a positive impact on society, people and biodiversity. However, few of them (33%) actually believe companies pay serious attention to ethical sourcing of biodiversity. Even though American consumers' confidence has somewhat improved since last year (+4pts), they still need to be reassured on companies involvement towards biodiversity. According to the survey results, the best way to restore their trust is by providing them with information on companies concrete actions (74% agree) and having an independent organization verifying the companies commitments to ethical sourcing (71% agree).
Street interviews 2016 - Question: Are you confident that companies pay serious attention to ethical sourcing of biodiversity?
WHAT CONVINCES AMERICAN CONSUMERS
Concrete actions from the brands is what most convinces American consumers of the brand involvement towards biodiversity (76%), followed by certification (external validation by an independent organization of the companies' commitments and efforts in ethical sourcing). Images used in brands' communication (web, brochure, advertisement) only convince 62% of American respondents.
Street interviews 2016 - Question: Would you like to be better informed by companies about how they source the natural ingredients used in their products?
POSITIVE IMPACT THROUGH PURCHASE DECISIONS
Companies involvement in respecting biodiversity and people is a driver of purchase as most consumers surveyed in the USA (71%) believe that they can positively impact society by buying products from companies that respect biodiversity and people. They feel active citizens. Also, 75% feel good when buying such a product. However, only 57% 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.
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?
PERCEPTIONS ON BRANDS
In 2016, when asked about brands that respect biodiversity, few brands were mentioned. The brands below were referred to most often. None of the people interviewed in the streets could name a cosmetics, food or pharmaceutical brand that respects biodiversity, thus confirming how people struggled to connect brands with respect for biodiversity. When asked where they got their information from, people responded Internet (social media) and word of mouth.
Question : What are the three brands you consider are making most efforts to respect Biodiversity?
1. Starbucks 8%
2. Johnson&J 7%
3. Kashi 6%
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?
Learn more about the methodology :