Between 2009 and 2016, eight 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 responses of ordinary American people in the UEBT consumer surveys. 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 third is able to define it. The street videos below illustrate this nicelyBoth, awareness and understanding, are increasing in the United-States.


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 American respondents believe that companies pay attention to ethical sourcing of biodiversity. Street interviews clearly illustrate this lack of trust especially in big companies.

Basis: All sample, 1000 persons


Information requested by consumers in the USA

A majority of American respondents would like to be better informed by companies about how they source the natural ingredients used in their products. People interviewed wish they could get this kind of information more easily.

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


Ethics drives purchase intention

While the majority of American respondents indicate they would be more interested in buying a product if biodiversity was respected, just a little less than a quarter fully agrees. All the people interviewed in the video below would be more inclined to buy products from a company which respects biodiversity than from a company that doesn't.

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


Brands perception

When asked about brands that respect biodiversity, few brands were mentioned. The brands below were referred to most often. None of the people interviewed below could name a cosmetics, food or pharmaceutical brands that respect biodiversity, thus confirming how people struggle to connect brands with respect for biodiversity. When asked where they get their information from, people interviewed in the streets mentioned Internet (social media) and word of mouth.

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 :