On 12th April, the Union for Ethical Bio Trade (UEBT) disclosed the results of its 2012 Biodiversity Barometer in Paris. This year, 1000 people were questioned in a sample survey in eight countries, including three emerging countries (France, Germany, Great Britain, U.S., Switzerland, Peru, Brazil and India).

The purpose of the Barometer is to show the evolution of the notion of biodiversity in people's minds and how the beauty industry relates to it.

The first good news is that awareness and understanding of biodiversity is progressing everywhere: 63% of those questioned know what it signifies.  Answers from India and Peru, however, were more arbitrary.  The channels through which these populations heard of biodiversity are mainly the media, television in particular, at 50%, and 22% at school.

For 85% of those questioned, biodiversity is mainly associated with deforestation, with 95% in Brazil being very aware of the subject, fair trade, 79%; Sustainable Development, 76%.

The interest in natural ingredients derived from biodiversity and the conditions under which they are sourced is growing, especially in developing countries: 86% look for natural ingredients in cosmetic products and 80% pay attention to their origin. A large majority wish to be better informed about the sourcing practices of companies: 80% in developed countries and 87% in emerging countries.

Many also consider that the government is responsible for sustainable development, at 45%.

The United States and Switzerland believe that private companies should play this role.

In general, the desire to be better informed is growing everywhere.

To conclude, Remy Oudghiri, Trends & Insights Director at IPSOS, which presented these results, identified four key points.

In 2012, these concepts are certainly progressing, but the crisis in mature markets decreases the consumer's interest in the environment.  This is not the case in the emerging markets that are very sensitive to the notion of biodiversity but lack sufficient knowledge.  However, all of them wish for stronger action by governments and more substantiation from companies.

Kristel Milet