More and more people are aware of biodiversity. If credible information and reputable brands are available, consumers are ready to purchase biodiversityfriendly products and contribute to the conservation and sustainable use of biodiversity.
These are among the latest
insights of the Biodiversity Barometer, an annual survey of the Union for Ethical
Biotrade (UEBT) on biodiversity awareness among consumers and leading beauty,
food and beverage companies around the world.
Launched in 2009, the
Biodiversity Barometer now distils the results of eight years of research on biodiversity
awareness among 54,000 people in 16 countries. It offers valuable information -
both for governments developing strategies to meet the United Nations Strategic
Plan for Biodiversity 2011-2020 and its Aichi Biodiversity Targets, and for
companies shaping their approaches towards ethical sourcing of biodiversity.
The Aichi Biodiversity
Targets include one on awareness by 2020, at the latest, ensuring that
"people are aware of the values of biodiversity and the steps they can
take to conserve and use it sustainably". The Biodiversity Barometer is
one of the global indicators recognized under the Convention on Biological
Diversity (CBD).
"It is particularly
encouraging to see the growing biodiversity awareness around the world, with more
education, and a focus on cultivating the interest of consumers in contributing
to biodiversity conservation, I am confident that we can meet the 2020 target
on biodiversity awareness and action", says Braulio Ferreira de Souza
Dias, the Executive Secretary of the CBD.
UEBT research shows that
consumers would like to contribute to biodiversity conservation, but most don't
yet know how to go about it. They expect companies to respect people and biodiversity,
but are currently far from confident that appropriate measures are being taken.
Consumers want to receive
more information, and could be convinced by the reputation of a brand as well
as authentic, externally verified stories.
"We see both a clear responsibility
and opportunity for companies. Natural ingredient supply chains can be turned
into positive agents of change, promoting actions that restore biodiversity and
promote local development. This implies a significant challenge, of course, as
it requires a paradigm shift and a true commitment to ethical sourcing, but it
can be done. A few companies, including UEBT members, have already taken up the
challenge and are leading the way", says Rik Kutsch Lojenga, UEBT
Executive Director.
The beauty sector offers
some inspiring examples of how companies can put their supply chains to work
for people and biodiversity, and UEBT research shows consumers begin to
recognize this. For instance, Natura Cosmetics, a Brazilian multinational that
is widely recognized for their commitment to sustainability, has pioneered
sourcing with respect of biodiversity for many years. Natura makes sustainable
use of the Amazon's biodiversity and actively contributes to local development,
something that is verified independently by UEBT.
The natural cosmetics
company Weleda is another good example. Just recently, Weleda was awarded the
Swiss Ethics Award for their engagement with UEBT and their commitment to
promoting ethical sourcing practices along all their natural ingredient supply
chains.Also beyond UEBT, companies are acting.
For instance, The Body Shop,
which is also mentioned by consumers in the UEBT survey, recently launched a
new global CSR Commitment, Enrich Not Exploit, with a pledge to enrich the
planet, its biodiversity and resources.
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