Across 11 countries surveyed, people are most likely to say that documentaries, scientists, friends and family, and nature NGOs are the most trusted sources for information on nature. Fewer than half trust business leaders or celebrity spokespeople.
As consumers pay more attention to nature claims, businesses can build credibility by publicly supporting nature scientists, films and NGOs, and helping to amplify their message.
Source: Navigating the Nature Agenda, a GlobeScan survey of 10,996 respondents across 11 countries on perceptions, attitudes, and behaviors around nature
