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Latin Americans have a better understanding on biodiversity, new research finds

In Brazil and in Mexico, consumers are able to define biodiversity, want to know the origin of natural products and expect companies to be ethical in their relation to the environment.

In 2015, an average of 69% respondents in nine countries say they have heard of biodiversity, according to IPSOS research conducted for the Union for Ethical BioTrade (UEBT) among 9,000 persons in Brazil, Ecuador, Germany, France, India, Mexico, Netherlands, UK and USA. The research found that consumers from Latin America, especially in Brazil and Mexico, achieved the highest scores regarding biodiversity awareness.

High awareness levels

Between 2009 and 2015 biodiversity awareness grew from 56% to 64% in Germany, France, UK, USA. In India biodiversity awareness more than doubled between 2012 and 2015 and grew from 19% to 40%. Except for Latin America, biodiversity awareness still falls behind that of other notions, such as sustainable development, global warming, or deforestation.

Furthermore, for 87% of respondents it is important to personally contribute to biodiversity conservation, although they are not fully clear how to do so yet. Interest is especially high (over 95%) in Latin America and India, and is growing in the other countries.

High expectations

Over 80% of consumers expect companies to respect biodiversity, would like to receive information on such efforts and would be more interested in buying a product if they knew it respected biodiversity. UEBT surveys show that same holds true for consumers in emerging markets such as Brazil, Colombia, Mexico and China. Once again, Brazil and Mexico show the highest rates: 92% and 95% respectively.

Deeper analysis shows that younger generations are particularly aware of biodiversity, as well as interested in contributing to its conservation, with the highest scores reached by young Brazilians.

In Brazil, this issue is considered as "essential" for 88% of the population, the highest rate out of all surveyed countries.

The Brazilian public is also highly concerned with the fact that companies have good practices regarding the access and use of biodiversity resources. 89% of Brazilian consumers would appreciate to be better informed about these practices and 80% said that the control of the companies by independent organizations, such as NGOs and certification bodies, is a good thing.

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