Only six percent know what Rio+20 is, survey shows

05/16/2012 - 12h14

If the success of Rio+20 depended on its popular appeal, the U.N. conference would be in bad shape. According to a survey conducted in eight countries, including Brazil, only 19 percent of people had "heard mention" of the event.

To make matters worse, not everyone who had heard of it could say exactly what the U.N. environmental conference was about.

Only 6 percent of respondents could accurately define Rio+20.

The results came from the Barometer of Biodiversity, carried out by the Union for Ethical BioTrade (UEBT), an international association that includes entities and businesses mainly in the cosmetics and food sectors.

The survey was completed by a thousand people in each of the eight countries-four European countries, the U.S. and three countries with emerging markets and enormous biodiversity (Brazil, Peru and India).

In general, the survey targeted consumers of beauty products and processed food, in economic classes A, B and C.

The idea was to map the level of environmental consciousness of these people (including whether or not they knew about Rio+20) and to see how this influences patterns of consumption.

AT HOME

In Brazil, the data is more positive: 59 percent of the population has heard of Rio+20 and 24 percent could clearly define the event.

"What surprised us is that Brazilians are increasingly familiar with, have been exposed to or are worried with issues relating to the environment," said Cristiane de Moraes of UEBT in Brazil.

For Aaron Belinky, the coordinator of international process at the environmental non-profit Instituto Vitae Civilis, the data is not surprising.

"In general, between 15 and 25 percent of people are knowledgeable about environmental issues. This changes somewhat throughout the world in different social classes."

Last year, Vitae Civilis conducted similar research and found that out of 806 Brazilians, only 11 percent were familiar with Rio+20.

"The percentage tends to increase according to the amount of media attention on the issue."

In the survey by UEBT, 97 percent of the Brazilians that participated said that they had heard of biodiversity, but only 46 percent could define it-exactly the same number from 2011."

"Some people said that biodiversity is a 'cultural difference' or 'a kind of diet,'" Moraes said.

Nevertheless, Brazil came in first place on the level of correct answers for the definition of biodiversity. When it came to asking about sustainable development, the Brazil lost only to France.

"Having a forest at home helps a lot," said one expert from UEBT.

In regards to consumption, 33 percent of people interviewed around the world revealed a preference for products that have natural ingredients, and 27 percent said that the always pay attention to environmental labels.

"Businesses need to know that the consumer is increasingly turning away from products that cause environmental harm," said Moraes.

Translated by ANNA EDGERTON