New survey finds people are becoming more aware of Biodiversity hazards

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United Nations – A recent survey research conducted in six countries including the US by Union for Ethical Bio Trade (UEBT) in partnership with UN Biodiversity shows a steep rise in awareness among people, about biodiversity.

At a meeting at the UN Headquarters on October 25, 2024, Lara Koritzke, UEBT’s Communications and Marketing Director, presented results of the annual research, the Biodiversity Barometer. In the main takeaway, the research reports that this year marks the highest awareness of what biodiversity is and how it is important to them.

However, in spite of the growing rise of awareness of biodiversity globally, awareness and attitude towards it are less pronounced in the public mind in the US than in China and Brazil, says the 2024 Barometer.

Koritzke said biodiversity is fast becoming important in the minds of people as of utmost importance, second only to the issue of climate change. Yet the US public awareness is still at around 75 percent, and not 90 percent as in Brazil and China.

When UEBT was formed in 2009, its first goal was to raise awareness and publicize biodiversity, Koritzke said. She said the 2022 UN agreement, the Kunming-Montreal Global Biodiversity Framework to protect 30 percent of earth’s land, ocean and inland waters, was created using UEBT’s research.

In 2009, the barometer was extremely low, Koritzke said. She said most people during street interviews did not have any idea of what biodiversity was. That has changed now, she added, “Just in 15 years now, we are seeing it soaring in the minds of the public.”

Speaking of the global change in people’s attitude to biodiversity, Koritzke said UEBT’s research interviewers would ask random subjects about their understanding of biodiversity and the urgency of biodiversity crisis in their minds.

“And we see that loss of biodiversity in the public minds is second only to the climate crisis. In some countries like Brazil and China, it is first, more ranking in importance than the climate crisis,” she said.

Koritzke further reported that the presence of businesses at biodiversity conferences had increased over the years, to about 900 business representatives in 2024, including Tik Tok, the social media platform, which sponsored its own event the same day as the UN meeting.

The 2024 Barometer reports research conducted through consumer surveys, street interviews and company reports on biodiversity. The UEBT has interviewed 86,000 people in the 15 years of their research. The six core countries covered by UEBT’s annual reports are the US, UK, Germany, France, Brazil and China. In 2019, UEBT published a special report on Asian consumers.

Speaking of the top findings, Koritzke said more than 90% of those surveyed believe that it is the obligation of human beings to protect nature and 89% said it is an obligation to regenerate it. “9 out of 10 people across all ages and genders understand with accuracy what biodiversity means,” she added.

This year, research questions referred to the Global Biodiversity Framework. “83 percent said they would like companies to contribute to the global agreement,” said Koritzke.

In response to questions about their expectations from companies, 82 percent people said they would like companies to inform them about concrete actions they can take as consumers towards more sustainable choices and to reduce waste, she said.

The most important findings of this year’s research focused on the trust of the consumers in companies. Koritzke said the consumers do not trust the companies are taking serious action.

“86 percent interviewed said they believe that companies have a moral obligation to protect biodiversity but they don’t remain assured that companies are doing that (less than 30%),” Koritzke said. Only 1 out of 4 interviewed consumers were certain that companies are doing what is necessary, she said.

“The trust gap is very large. The trust in the private sector is very low,” she said, and added, “This is a tremendous opportunity for companies to take action to meet people’s expectations.”

Awareness has also led the consumers this year to ask for more biodiversity impact information on product websites and packaging.

The UEBT has been undertaking quantitative research on biodiversity since 2009, in 16 countries and has provided resulting statistical reports to governments and companies to work on sourcing with respect for people and biodiversity. Their annual research report, the Biodiversity Barometer, on awareness studies informs  target one of the Convention on Biological Diversity signed by 150 government leaders at the 1992 Rio Earth Summit.

The UEBT has been setting standards for good supply and sources of ingredients in beauty, food, natural pharmaceuticals, flavors and fragrances, and herbs and spices. Companies can acquire UEBT’s Ethical Sourcing System Certification and/or a Natural Ingredient Certification which can be displayed on packaging.