The UEBT Biodiversity Barometer records trends in consumer awareness of biodiversity and ethical sourcing, enables the UN to measure progress towards its biodiversity targets for 2020.
Each year 1000 consumers are surveyed per country, and 2014’s barometer will be based upon the data of 7000 new respondents. Its data allows beauty brands to prepare for increasing consumer awareness towards 2020.
Consumers keen on biodiversity
The UEBT notes that companies are increasingly investing into biodiversity concerns, with numbers of the 100 top beauty companies mentioning biodiversity in their sustainability reports going up over the last 5 years from 13% in 2009 to 32% in 2013.
So far brands have not been sharing news of their biodiversity ethical sourcing with consumers, and Rik Kutsch Lojenga, UEBT’s executive director, believes companies are missing a trick here.
Each year, over 80% of survey respondents have indicated that they would like to receive more information on how companies source ingredients, and less than 50% are confident that the beauty industry pays serious attention to biodiversity.
“The UEBT sees a unique window of opportunity for companies to position themselves around the issue of ethical sourcing of biodiversity,” Kutsch Lojenga told Cosmetics Design.
“Currently no global leader has managed to occupy this space, though the 2014 barometer may shed some light on this.”
Brands missing a trick
The 2013 barometer revealed that of all the countries, only Brazil could offer a clear brand leader in consumers’ eyes, where Natura was put forward as biodiversity champion by 49% of consumers.
Kutsch Lojenga suggests other countries should look into picking up Natura's game in this area.
“Other companies were also heading in this direction, but with less strong positions. The Body Shop was mentioned by 24% of the surveyed consumers in the UK, and Yves Rocher by 23% of respondents in France.”
The 2014 Biodiversity Barometer will give an update on these trends, and the UEBT notes that ethical sourcing of biodiversity by brands is likely to be a key focus in the coming year.
The launch of the 2014 edition of the UEBT Biodiversity Barometer will take place during next month’s ‘Beauty of Sourcing with Respect’ conference in Paris.