An average of 69% of respondents in nine countries say they have heard of biodiversity
Montreal, 25 June 2015 – An average of 69% of respondents in nine countries say they have heard of
biodiversity, but additional outreach efforts are needed for the world to reach global targets on
biodiversity awareness set under the Convention on Biological Diversity (CBD).
According to IPSOS research conducted for the Union for Ethical BioTrade (UEBT) in 2015 among 9,000
persons in Brazil, Ecuador, Germany, France, India, Mexico, Netherlands, UK and USA, biodiversity
awareness is rising in general, with millennials showing a particularly high degree of awareness. However,
the rate is not rising sufficiently quickly to make a difference to biodiversity conservation efforts.
“To reach the 2020 targets on biodiversity awareness, bolder awareness raising efforts are needed not only
by governments, but also by businesses and others,” says Braulio Ferreira de Souza Dias, Executive
Secretary of the CBD, in response to the survey results. “As we come to the second half of the United
Nations Decade on Biodiversity, let us all work together to reach out and increase understanding on
biodiversity.”
Other important findings of the 2015 Biodiversity Barometer include:
• Between 2009 and 2015, biodiversity awareness grew from 56% to 64% in Germany, France, UK and
USA. In Brazil, biodiversity awareness has fallen slightly since 2010.
• 87% of respondents believe it is important to personally contribute to biodiversity conservation.
Interest is especially high (over 95%) in Latin America and India, and is growing in other countries.
• Young consumers that learn about biodiversity at school show the most awareness. The majority of
youth (88%) personally want to contribute to biodiversity conservation, with one out of two believing
it essential.
• Biodiversity is the term given to the variety of life on earth and the natural patterns it forms, but it is
often confused with other concepts like organic agriculture, environmental protection, diversity of
human races, climate change or environmentally-friendly products and technologies.
• Television, radio programs, newspapers, magazines and schools are quoted as being the main sources
of biodiversity awareness.
• 83% of respondents expect companies to respect biodiversity, and want to be better informed on how
biodiversity is conserved in their supply chains. Only 42% are confident that companies pay serious
attention to biodiversity in their supply chains.
• In 2015, 36% of the top 100 beauty companies and 60% of food companies mention biodiversity in
their reports or on their websites.
“To respond to consumer expectations, companies need to step up and improve their biodiversity
reporting. In addition, more direct consumer communication on biodiversity is required to increase the
trust of consumers,” says Rik Kutsch Lojenga, UEBT Executive Director.
A summary of the 2015 UEBT Biodiversity Barometer can be downloaded from the UEBT website:
www.uebt.org
Notes to Editors
Since 2009, independent market research companies have surveyed 47,000 consumers in 16 countries for
the UEBT Biodiversity Barometer. In 2016 UEBT will conduct a new wave of country research. Countries
are selected based on relevance and availability of funding. Countries interested in being included in the
2016 edition of the UEBT Biodiversity Barometer should contact the UEBT Secretariat.
Background materials available
• 2015 Biodiversity summary (www.uebt.org). For access to selected graphs contact pr@uebt.org
• Short video with interviews on biodiversity awareness around the world.
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. The 2015 fieldwork was conducted between March and April 2015 by IPSOS on behalf of
UEBT. For more information on the methodology visit the UEBT website.
Union for Ethical BioTrade
The Union for Ethical BioTrade (UEBT) is a member-based non-profit association that promotes the
‘Sourcing with Respect’ of ingredients that come from biodiversity. Members adopt sourcing practices
that advance sustainable business growth, local development and biodiversity conservation. UEBT was
created in 2007 as a spin off from the United Nations to promote business engagement in BioTrade.
More information at: www.uebt.org. For additional information or access to UEBT press page please
contact pr@uebt.org
The Convention on Biological Diversity (CBD) opened for signature at the Earth Summit in Rio de
Janeiro in 1992 and entered into force in December 1993. The Convention on Biological Diversity is an
international treaty for the conservation of biodiversity, the sustainable use of the components of
biodiversity and the equitable sharing of the benefits derived from the use of genetic resources. With 196
Parties up to now, the Convention has near universal participation among countries. The Convention seeks
to address all threats to biodiversity and ecosystem services, including threats from climate change,
through scientific assessments, the development of tools, incentives and processes, the transfer of
technologies and good practices and the full and active involvement of relevant stakeholders including
indigenous peoples and local communities, youth, NGOs, women and the business community. The
Cartagena Protocol on Biosafety and the Nagoya Protocol on Access and Benefit Sharing are
supplementary agreements to the Convention. The Cartagena Protocol, which entered into force on 11
September 2003, seeks to protect biological diversity from the potential risks posed by living modified
organisms resulting from modern biotechnology. To date, 170 Parties have ratified the Cartagena
Protocol. The Nagoya Protocol aims at sharing the benefits arising from the utilization of genetic
resources in a fair and equitable way, including by appropriate access to genetic resources and by
appropriate transfer of relevant technologies. It entered into force on 12 October 2014 and to date has been
ratified by 62 Parties. For more information visit: www.cbd.int. For additional information, please contact:
David Ainsworth on +1 514 287 7025 or at david.ainsworth@cbd.int; or Johan Hedlund on +1 514 287
6670 or at johan.hedlund@cbd.int