Together with Ecoplan, we are analysing the impact of marketing aid for livestock products (poultry, pork, beef, milk and dairy products) on biodiversity in the Swiss agri-food sector. The share of federal marketing aid in the total expenditure on marketing communication measures for livestock products in Switzerland was estimated at around 10–20%.
Literature reviews, data analysis and expert interviews were carried out to determine whether the marketing aid was having the intended effect on demand. The first step was to analyse the extent to which the measures, in particular advertising, led to changes in consumer behaviour and consequently in the demand for meat and milk. As it was not possible to precisely quantify the effects of marketing aid on purchasing and consumption behaviour, a set of consumption scenarios was defined on the basis of the literature review and expert interviews.
The evaluation showed that marketing aid tends to have a negative impact on biodiversity.