UEBT Biodiversity Barometer 2009-2015 1
Biodiversity in the mind of consumers? To get insight in the actual understanding of biodiversity, UEBT asks respondents about the meaning of biodiversity through an open question. As can be seen from the quotes on this page, responses vary. A growing number, but no more than 50%, defines biodiversity as the variety of plants and animals. Some give examples of ecosystems such as the Amazon, or of the danger of monocultures. Others confuse biodiversity with organic agriculture, environmental protection, global warming, or environmental friendly products and technologies. The different types of life forms within a given area (city, region, continent) The diversity of creatures and plants, so the diversity of nature on earth It is when there are many types of flora and fauna in The number of species one place of fauna & flora in any given area of the planet How do people hear about biodiversity? TV & radio programs, school, and newspapers & magazines are the main sources of awareness of biodiversity, with differences in the order of importance per country. In France government campaigns have helped raise awareness, while in India family and friends are mentioned as an important source of information. Brand communication is still limited as source of information, which generates opportunities for companies to step in and raise awareness. It is about the use of nature in daily life, for example by using organic products It is about the variety of natural resources that we have in Ecuador, different animals and plants Going ecofriendly and maintaining healthy ecology around us Basis: Total Sample in 9 countries - Can you define biodiversity - open ended question Biodiversity - an issue close to people s heart For 87% of respondents it is important to personally contribute to biodiversity conservation. Interest is especially high (over 95%) in Latin America and India, and is growing in the other countries. Yet, most people are not sure what actions they can take on biodiversity, and look at governments, NGOs, or companies to act. This offers interesting prospects for companies that genuinely contribute to biodiversity conservation. Biodiversity is essential for 1 out of 2 people interviewed in the 9 countries. This is 74% for respondents from Brazil, Ecuador, Mexico, India. 2
Biodiversity awareness around the world By 2020 the United Nations wants citizens to be aware of biodiversity and of its importance for our planet. Since 2009, 47,000 consumers in 16 countries have been surveyed for the UEBT Biodiversity Barometer to provide insight in biodiversity awareness. The barometer also explores consumer attitudes towards biodiversity and its implications for company strategies. The map below shows the findings of 7 years of research. Many respondents around the world are familiar with biodiversity, particularly in Latin America and Asia. Yet, the meaning of biodiversity is not well understood still: on average 1 out 3 could provide a correct description. While awareness and understanding of biodiversity are slowly growing, governments will need to step up efforts to increase awareness among their citizens to reach the 2020 targets of the United Nations. Biodiversity awareness increasing, but a long way to go Between 2009 and 2015 biodiversity awareness grew from 56% to 64% in Germany, France, UK, USA, with the strongest growth around the 2010 International Year of Biodiversity Campaign. In India biodiversity awareness more than doubled between 2012 and 2015 and grew from 19% to 40%. In Brazil awareness has slightly fallen since 2010. Except for Latin America, biodiversity awareness still falls behind that of other notions, such as sustainable development, global warming, or deforestation. Awareness of other notions: Basis : Total sample in 9 countries - April 2015 - Have you heard of the following notions / ST Yes 3
Consumer views on brands that respect biodiversity For the 3rd year in row the UEBT Biodiversity Barometer asked respondents to list those brands that they think respect biodiversity most. An average of 60% provided brand names. Beauty companies remain to be associated most with respect for biodiversity, but this year more consumers mentioned food and household brands. Quite some variation was detected over the last 3 years among the leading quoted brands. Various brands newly entered the top 3 in 2015, showing that opportunities exist for market distinction based on biodiversity, and that brand communication can quickly alter a brand s image on this issue. Why were brands listed? When asked to explain their choice, respondents mostly said they quoted brands because of their overall commitment to the environment. Information is mostly obtained from TV and radio programs. More brands are thus selected for their sustainability reputation, rather than their specific commitment to biodiversity. Only when consumers strongly associate brands with biodiversity (Brazil, France, UK, India), other reasons such as brand communication on biodiversity were also mentioned frequently as reason for choice. 30% of respondents in the UK and Brazil quote brands because they saw relevant brand communication Brand positioning around biodiversity Opportunities exist for brands to position themselves around biodiversity, responding to consumer expectations, while offering consumers a way to contribute to biodiversity conservation when purchasing products. Brand communication on biodiversity can be an effective way to strengthen such positioning. To date, few companies have gained international recognition around respect for biodiversity. In Latin America Natura Cosmetics leads the way, as consumers rank it among the top 3 of companies that respect biodiversity in Brazil, Colombia and Mexico. 4
Rising interest in naturals Nature is more than ever a source of inspiration for industry. With the rise of the wellness trend, natural based products are on the rise. A majority of respondents says they often buy food, beauty and pharmaceutical products made of natural ingredients, especially in emerging markets. Other research shows that sales of personal care products are projected to increase by just under 10% per year until 2019*. Consumers also demand more transparency: a significant number of respondents pays close attention to where natural ingredients come from. Respect for biodiversity: high expectations, low trust A majority of respondents expect companies to source with respect for biodiversity. But consumers are often skeptical: only 15% fully trust that companies pay serious attention to biodiversity. Consumers would therefore like to receive more information from companies, and 80% of respondents would be more interested in buying a product if they knew the company pays attention to ethical sourcing of biodiversity. Consumers value ethical sourcing of biodiversity Biodiversity reporting on the rise Since 2009 more beauty and food companies mention biodiversity in their corporate reporting. Still only 36% of the top 100 beauty companies and 60% of food companies mention biodiversity in their reports or on their websites. For the top 20 this is 80 and 90% respectively. Yet, a large majority is not mentioning biodiversity when reporting on supply chain sustainability. For those that do, the level and quality of information is often limited or restricted to a few supply chains such as palm oil or paper. To respond to consumer expectations, significant steps still need to be taken to improve biodiversity reporting. In addition, more direct consumer communication on biodiversity is needed to increase the trust of consumers. * source Kline & Company Natural Personal Care Global Series report - 2014. 5
The role of education and income Biodiversity awareness is positively correlated with both education and income. Moreover, the more educated the consumer, the more they care about respect for biodiversity. Millennials: the biodiversity generation Younger consumers are most aware about biodiversity and the majority (88%) wants to personally contribute to biodiversity conservation: one out of two even believes this is essential. School is clearly the main source of information: half learn about biodiversity at school (versus 27% on average). The youth is slightly more trusting towards companies: 46% of respondents are confident that companies source ingredients ethically (versus 42% on average). But they remain demanding: 82% wish to be better informed on how companies source their ingredients. The younger generation is more brand aware and more easily quotes brands that respect biodiversity (68% quote at least one brand versus 60% in general). Millennials are eco-minded. They grew up hearing about sustainable development at school, and value brands that adopt humanistic practices. Eric Briones - Co-Author Gen Y & Luxury Those that buy natural ingredients care Consumers that often buy beauty, food or pharmaceutical products made of natural ingredients are more concerned about biodiversity: 95% say it is important/essential to personally contribute to biodiversity conservation (compared to 88% on average), and 68% say it is essential. They also have higher expectations towards companies: 94% expect them to have policies in ethical sourcing of biodiversity (versus 83% on average), 93% wish to be better informed by companies (versus an average of 82 %). 6
Country focus Each year UEBT conducts research in new countries to gain insight in biodiversity awareness around the world. India India has 1.2 billion inhabitants and a fast growing economy. It is rich in biodiversity, holding nearly 7% of the world s species. Living in harmony with nature is part of the Indian culture. It has a deeply rooted system of traditional medicine that uses many indigenous plant species. Yet, awareness of the term biodiversity is still low in India, although it has doubled since 2012. Barometer research shows a high use of natural ingredients, a strong interest to contribute to biodiversity conservation, and high expectations towards companies respect for biodiversity. The two brands most quoted for respecting biodiversity are personal care brands that produce Ayurvedic herbal products. Information from friends and family is one reason for selecting these brands. 87% purchase cosmetics made of natural ingredients Basis : Respondents in India The Netherlands 88% pay close attention to the origin of natural ingredients The Netherlands is a small country. Yet, as leading food and agriculture exporter with many international supply chains its biodiversity impact is significant. The survey shows an engaged consumer with average knowledge on biodiversity and no particular brands that stand out strongly for the consumer with regard to respect of biodiversity. Mexico Mexico has 120 million inhabitants and a growing economy. With over 200,000 different species, Mexico is home to around 10% of the world s biodiversity. With regard to biodiversity, Mexicans show high awareness, an above average understanding, and strong personal interest in biodiversity and high expectations towards companies respect for biodiversity. No company has yet positioned itself on the issue of respect to biodiversity in Mexico. Consumers quote brands mostly for their general environmental reputation. Ecuador Ecuador is a small Latin American country. Due to its variety of ecosystems, including the Amazon, the Andes and Galápagos Islands, it holds more biodiversity per square kilometer than any other country. Ecuadorians have high awareness of biodiversity, but their understanding can be improved. They mostly associate local food brands with biodiversity, although no brand has really positioned itself around respect of biodiversity. 7
UEBT Biodiversity Barometer Methodology Independent market research companies annually conduct the research for the UEBT Biodiversity Barometer. National representative samples are used of 1000 persons per country. To correct sampling disparities, a post-stratification weighting of results is applied based on important socio-demographic variables. 2015 Fieldwork: March-April 2015 / IPSOS Survey on behalf of UEBT Online interviews of 1000 consumers (Omnibus in France, Germany, the UK, Netherlands and USA, ad-hoc for Brazil, Mexico), telephone in Ecuador, face to face in India. Age target: 16-64 (18-64 in the USA and Brazil). This document also includes historical results of IPSOS surveys commissioned by UEBT: France, Germany, UK, USA (February 2009-2014), Japan and South Korea (September 2010-2011), Brazil (February 2010-2014), India, Peru and Switzerland (February 2012), China (February 2013), Colombia and Vietnam (February 2014). Detailed information of the methodology is available at www.uebt.org The 2015 Biodiversity Barometer was undertaken with the support of: Design by Cosmetics Inspiration & Creation always inspiring more Contact UEBT UEBT is a membership-based, non profit organisation www.ethicalbiotrade.org. Union for Ethical BioTrade Secretariat De Ruyterkade 6 1013 AA, Amsterdam, Netherlands Phone + 31 20 22 34 567 info@ethicalbiotrade.org UEBT is independent, impartial and objective in its dealings with governments, political parties, other organisations and individuals. Financial administration p/a CR Gestion et Fiduciaire SA Rte des Jeunes 9 1227 Carouge, Switzerland Phone : + 41 22 5661585 info@ethicalbiotrade.org Brazilian Representation Sao Paulo, Brazil Phone: + 55 11 99431 1880 brazil@ethicalbiotrade.org Union for Ethical BioTrade registered Trademark owner Union for Ethical BioTrade (2015): reproduction prohibited without prior written agreement of the Union for Ethical BioTrade Photo Credit and Copyrights: istockphoto, CBD courtesy Illustration Credit: Cosmetics Inspiration & Creation