Biodiversity: a confirmed trend in 2010

22 April 2010. In 2009, the Union for Ethical BioTrade and IPSOS launched the first worldwide biodiversity barometer, to measure levels of awareness of the French, British, Americans and Germans. In 2010, declared the International Year of Biodiversity by the UN, the second wave of the barometer allows for an evaluation of the progress within a year, but also to test Brazilians’ levels of awareness, as well as consumers’ sensitivity to these matters in the food sector.

Results reveal that simultaneously with the increase of mentions of biodiversity in the press, its common knowledge has progressed in one year: from 56% to 60%. A significant point: Brazilians show the highest awareness of biodiversity, 94% of people have already heard of it, out of which 47% could give a correct definition. In general, nature is ever more present in the minds of the consumers. If Fair Trade remains today the most well known notion, deforestation and the conservation of biodiversity are equally important. Here too, Brazilians are in the lead, with biodiversity a key theme, much more important than Fair Trade.

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• 2009 survey