Effectiveness of biodiversity-conservation marketing

Conservation marketing holds potential as a means to engage audiences with biodiversity conservation and help to address the human dimensions of biodiversity loss. Empirical evaluations of conservation marketing indicatives are growing, so we reviewed the literature on this research to inform future directions in the field. We used a systematic search strategy to identify studies that evaluated the effects of conservation marketing interventions (techniques and campaigns) on psychosocial outcomes, categorized as cognitive, affective, or behavioral. Six academic databases (Business Source Complete, Communication & Mass Media Complete, Greenfile, Proquest, Scopus, and Web of Science Core Collections), 3 gray-literature databases (BASE, Zenodo, and Google Scholar), and 2 websites (Rare and WildAid) were searched. Articles were subjected to critical appraisal to assess their methodological quality, and data were extracted from each article and analyzed using narrative synthesis. Altogether 28 studies from 26 articles were included in the review. Twenty-five studies were conducted from 2014 through 2016. Methodological quality of most studies was weak (n = 16, 57%) (moderate quality n = 8, 29%; high quality n = 4, 14%). The proportion of studies that evaluated a conservation-marketing technique (e.g., variants of texts, images, or videos) versus a campaign (e.g., community-based campaigns targeting locally relevant issues, such as unsustainable palm oil agriculture, light pollution, or wood fuel fire use) was relatively balanced. Although many studies reported statistically significant results in the intended direction, the utility of findings was limited by persistent methodological limitations, such as a lack of a comparator group, use of non-validated assessment tools, and a focus on self-reported data and subjective outcomes. Conservation marketing is clearly a nascent field of scientific enquiry that warrants further, high-quality research investigations.     

Effects of social networks on interventions to change conservation behavior

Social networks are critical to the success of behavioral interventions in conservation because network processes such as information flows and social influence can enable behavior change to spread beyond a targeted group. We investigated these mechanisms in the context of a social marketing campaign to promote a wildlife poisoning hotline in Cambodia. With questionnaire surveys we measured a social network and knowledge and constructs from the theory of planned behavior at 3 points over 6 months. The intervention initially targeted ∼11% (of 365) of the village, but after 6 months ∼40% of the population was knowledgeable about the campaign. The likelihood of being knowledgeable nearly doubled with each additional knowledgeable household member. In the short term, there was also a modest, but widespread improvement in proconservation behavioral intentions, but this did not persist after 6 months. Estimates from stochastic actor-oriented models suggested that the influences of social peers, rather than knowledge, were driving changes in intention and contributed to the failure to change behavioral intention in the long term, despite lasting changes in attitudes and perceived norms. Our results point to the importance of accounting for the interaction between networks and behavior when designing conservation interventions.     

Using a Systematic Approach to Select Flagship Species for Bird Conservation

Conservation marketing campaigns that focus on flagship species play a vital role in biological diversity conservation because they raise funds and change people's behavior. However, most flagship species are selected without considering the target audience of the campaign, which can hamper the campaign's effectiveness. To address this problem, we used a systematic and stakeholder‐driven approach to select flagship species for a conservation campaign in the Serra do Urubu in northeastern Brazil. We based our techniques on environmental economic and marketing methods. We used choice experiments to examine the species attributes that drive preference and latent‐class models to segment respondents into groups by preferences and socioeconomic characteristics. We used respondent preferences and information on bird species inhabiting the Serra do Urubu to calculate a flagship species suitability score. We also asked respondents to indicate their favorite species from a set list to enable comparison between methods. The species’ traits that drove audience preference were geographic distribution, population size, visibility, attractiveness, and survival in captivity. However, the importance of these factors differed among groups and groups differed in their views on whether species with small populations and the ability to survive in captivity should be prioritized. The popularity rankings of species differed between approaches, a result that was probably related to the different ways in which the 2 methods measured preference. Our new approach is a transparent and evidence‐based method that can be used to refine the way stakeholders are engaged in the design of conservation marketing campaigns.     

Poaching Risks in Community‐Based Natural Resource Management

Poaching can disrupt wildlife‐management efforts in community‐based natural resource management systems. Monitoring, estimating, and acquiring data on poaching is difficult. We used local‐stakeholder knowledge and poaching records to rank and map the risk of poaching incidents in 2 areas where natural resources are managed by community members in Caprivi, Namibia. We mapped local stakeholder perceptions of the risk of poaching, risk of wildlife damage to livelihoods, and wildlife distribution and compared these maps with spatially explicit records of poaching events. Recorded poaching events and stakeholder perceptions of where poaching occurred were not spatially correlated. However, the locations of documented poaching events were spatially correlated with areas that stakeholders perceived wildlife as a threat to their livelihoods. This result suggests poaching occurred in response to wildlife damage occurred. Local stakeholders thought that wildlife populations were at high risk of being poached and that poaching occurred where there was abundant wildlife. These findings suggest stakeholders were concerned about wildlife resources in their community and indicate a need for integrated and continued monitoring of poaching activities and further interventions at the wildlife‐agricultural interface. Involving stakeholders in the assessment of poaching risks promotes their participation in local conservation efforts, a central tenet of community‐based management. We considered stakeholders poaching informants, rather than suspects, and our technique was spatially explicit. Different strategies to reduce poaching are likely needed in different areas. For example, interventions that reduce human‐wildlife conflict may be required in residential areas, and increased and targeted patrolling may be required in more remote areas. Stakeholder‐generated maps of human‐wildlife interactions may be a valuable enforcement and intervention support tool. Riesgos de Cacería Furtiva en el Manejo de Recursos Naturales Basado en Comunidades     

Microtargeting for conservation

Widespread human action and behavior change is needed to achieve many conservation goals. Doing so at the requisite scale and pace will require the efficient delivery of outreach campaigns. Conservation gains will be greatest when efforts are directed toward places of high conservation value (or need) and tailored to critical actors. Recent strategic conservation planning has relied primarily on spatial assessments of biophysical attributes, largely ignoring the human dimensions. Elsewhere, marketers, political campaigns, and others use microtargeting—predictive analytics of big data—to identify people most likely to respond positively to particular messages or interventions. Conservationists have not yet widely capitalized on these techniques. To investigate the effectiveness of microtargeting to improve conservation, we developed a propensity model to predict restoration behavior among 203,645 private landowners in a 5,200,000 ha study area in the Chesapeake Bay Watershed (U.S.A.). To isolate the additional value microtargeting may offer beyond geospatial prioritization, we analyzed a new high-resolution land-cover data set and cadastral data to identify private owners of riparian areas needing restoration. Subsequently, we developed and evaluated a restoration propensity model based on a database of landowners who had conducted restoration in the past and those who had not (n = 4978). Model validation in a parallel database (n = 4989) showed owners with the highest scorers for propensity to conduct restoration (i.e., top decile) were over twice as likely as average landowners to have conducted restoration (135%). These results demonstrate that microtargeting techniques can dramatically increase the efficiency and efficacy of conservation programs, above and beyond the advances offered by biophysical prioritizations alone, as well as facilitate more robust research of many social–ecological systems.     

Efficacy-based and normative interventions for facilitating the diffusion of conservation behavior through social networks

Research suggests that encouraging motivated residents to reach out to others in their social network is an effective strategy for increasing the scale and speed of conservation action adoption. However, little is known about how to effectively encourage large numbers of residents to reach out to others about conservation causes. We examined the influence of normative and efficacy-based messaging at motivating residents to engage in and to encourage others to participate in native plant gardening in their community. To do so, we conducted a field experiment with messages on mailings and tracked native plant vouchers used. Efficacy messages tended to be more effective than normative messages at increasing residents’ willingness to reach out to others to encourage conservation action, as indicated by a several percentage point increase in native plant voucher use by residents’ friends and neighbors. Messages sometimes had different impacts on residents based on past behaviors and perceptions related to native plant gardening. Among these subgroups, efficacy and combined efficacy and norm messages most effectively encouraged individual and collective actions, as indicated by increased voucher usage. Our findings suggest that interventions that build residents’ efficacy for engaging in a conservation behavior and for reaching out to others may be a promising path forward for outreach. However, given our results were significant at a false discovery rate cutoff of 0.25 but not 0.05, more experimental trials are needed to determine the robustness of these trends.     

Motivations for the use and consumption of wildlife products

The dominant approach to combating the illegal wildlife trade has traditionally been to restrict the supply of wildlife products. Yet conservationists increasingly recognize the importance of implementing demand-side interventions that target the end consumers in the trade chain. Their aim is to curb the consumption of wildlife or shift consumption to more sustainable alternatives. However, there are still considerable knowledge gaps in understanding of the diversity of consumer motivations in the context of illegal wildlife trade, which includes hundreds of thousands of species, different uses, and diverse contexts. Based on consultation with multiple experts from a diversity of backgrounds, nationalities, and focal taxa, we developed a typology of common motivations held by wildlife consumers that can be used to inform conservation interventions. We identified 5 main motivational categories for wildlife use: experiential, social, functional, financial, and spiritual, each containing subcategories. This framework is intended to facilitate the segmentation of consumers based on psychographics and allow the tailoring of interventions—whether behavior change campaigns, enforcement efforts, or incentive programs—to the specific context in which they will be used. Underlining the importance of consumer research and collaborating with local actors is an important step toward promoting a more systematic approach to the design of demand reduction interventions.     

Effects of amusing memes on concern for unappealing species

There is limited knowledge of the mechanisms that can inspire people's concern and engagement in the protection of unpopular and unappealing species. We analyzed Polish people's interest in themed internet memes featuring the proboscis monkey (Nasalis larvatus) and the consequences of this interest for conservation marketing. We examined Google Trends data, used Google Search, and searched popular media materials to estimate interest in the proboscis monkey in Poland. Photos of the proboscis monkey when presented with humor in internet memes attracted as much interest as usually more popular species (e.g., koala, panda, and orangutan) used in marketing by nongovernmental organizations. Amusing internet memes spread by social media positively correlated with increasing interest in the unappealing species, such as proboscis monkey. Interest in amusing internet memes positively correlated with individuals’ decisions to donate to 6 crowdfunding actions. Thus, conservation marketing that includes amusing memes and social media may provide a worthwhile complement to traditional campaigns and are likely to influence individuals who are unaffected by the usual means.     

Five lessons to guide more effective biodiversity conservation message framing

Communication and advocacy approaches that influence attitudes and behaviors are key to addressing conservation problems, and the way an issue is framed can affect how people view, judge, and respond to an issue. Responses to conservation interventions can also be influenced by subtle wording changes in statements that may appeal to different values, activate social norms, influence a person's affect or mood, or trigger certain biases, each of which can differently influence the resulting engagement, attitudes, and behavior. We contend that by strategically considering how conservation communications are framed, they can be made more effective with little or no additional cost. Key framing considerations include, emphasizing things that matter to the audience, evoking helpful social norms, reducing psychological distance, leveraging useful biases, and, where practicable, testing messages. These lessons will help communicators think strategically about how to frame messages for greater effect.     

Mitigation translocation as a management tool

Mitigation translocation is a subgroup of conservation translocation, categorized by a crisis-responsive time frame and the immediate goal of relocating individuals threatened with death. However, the relative successes of conservation translocations with longer time frames and broader metapopulation- and ecosystem-level considerations have been used to justify the continued implementation of mitigation translocations without adequate post hoc monitoring to confirm their effectiveness as a conservation tool. Mitigation translocations now outnumber other conservation translocations, and understanding the effectiveness of mitigation translocations is critical given limited global conservation funding especially if the mitigation translocations undermine biodiversity conservation by failing to save individuals. We assessed the effectiveness of mitigation translocations by conducting a quantitative review of the global literature. A total of 59 mitigation translocations were reviewed for their adherence to the adaptive scientific approach expected of other conservation translocations and for the testing of management options to continue improving techniques for the future. We found that mitigation translocations have not achieved their potential as an effective applied science. Most translocations focused predominantly on population establishment- and persistence-level questions, as is often seen in translocations more broadly, and less on metapopulation and ecosystem outcomes. Questions regarding the long-term impacts to the recipient ecosystem (12% of articles) and the carrying capacity of translocation sites (24% of articles) were addressed least often, despite these factors being more likely to influence ultimate success. Less than half (47%) of studies included comparison of different management techniques to facilitate practitioners selecting the most effective management actions for the future. To align mitigation translocations with the relative success of other conservation translocations, it is critical that future mitigation translocations conform to an established experimental approach to improve their effectiveness. Effective mitigation translocations will require significantly greater investment of time, expertise, and resources in the future.     

Addressing behavior in pollinator conservation policies to combat the implementation gap

Solutions for conserving biodiversity lie in changing people's behavior. Ambitious international and national conservation policies frequently fail to effectively mitigate biodiversity loss because they rarely apply behavior-change theories. We conducted a gap analysis of conservation behavior-change interventions advocated in national conservation strategies with the Behavior Change Wheel (BCW), a comprehensive framework for systematically characterizing and designing behavior-change interventions. Using pollinator conservation as a case study, we classified the conservation actions listed in national pollinator initiatives in relation to intervention functions and policy categories of the BCW. We included all national-level policy documents from the European Union available in March 2019 that focused on conservation of pollinators (n = 8). A total of 610 pollinator conservation actions were coded using in-depth directed content analysis, resulting in the identification of 787 intervention function and 766 policy category codes. Overall, these initiatives did not employ the entire breadth of behavioral interventions. Intervention functions most frequently identified were education (23%) and environmental restructuring (19%). Least frequently identified intervention functions were incentivization (3%), and restriction (2%) and coercion were completely absent (0%). Importantly, 41% of all pollinator conservation actions failed to identify whose behavior was to be changed. Building on these analyses, we suggest that reasons for the serious implementation gap in national and international conservation policies is founded in insufficient understanding of which behavioral interventions to employ for most beneficial impacts on biodiversity and how to clearly specify the intervention targets. We recommend that policy advisors engage with behavior-change theory to design effective behavior-change interventions that underpin successful conservation policies.     

Statistical matching for conservation science

The awareness of the need for robust impact evaluations in conservation is growing and statistical matching techniques are increasingly being used to assess the impacts of conservation interventions. Used appropriately matching approaches are powerful tools, but they also pose potential pitfalls. We outlined important considerations and best practice when using matching in conservation science. We identified 3 steps in a matching analysis. First, develop a clear theory of change to inform selection of treatment and controls and that accounts for real-world complexities and potential spillover effects. Second, select the appropriate covariates and matching approach. Third, assess the quality of the matching by carrying out a series of checks. The second and third steps can be repeated and should be finalized before outcomes are explored. Future conservation impact evaluations could be improved by increased planning of evaluations alongside the intervention, better integration of qualitative methods, considering spillover effects at larger spatial scales, and more publication of preanalysis plans. Implementing these improvements will require more serious engagement of conservation scientists, practitioners, and funders to mainstream robust impact evaluations into conservation. We hope this article will improve the quality of evaluations and help direct future research to continue to improve the approaches on offer.     

A Bayesian hierarchical approach to quantifying stakeholder attitudes toward conservation in the presence of reporting error

Stakeholder support is vital for achieving conservation success, yet there are few reliable mechanisms to monitor stakeholder attitudes toward conservation. Approaches used to assess attitudes rarely account for bias arising from reporting error, which can lead to falsely reporting a positive attitude toward conservation (false-positive error) or not reporting a positive attitude when the respondent has a positive attitude toward conservation (false-negative error). Borrowing from developments in applied conservation science, we used a Bayesian hierarchical model to quantify stakeholder attitudes as the probability of having a positive attitude toward wildlife notionally (or in abstract terms) and at localized scales while accounting for reporting error. We compared estimates from our model, Likert scores, and naïve estimates (i.e., proportion of respondents reporting a positive attitude in at least 1 question that was only susceptible to false-negative error) with true stakeholder attitudes through simulations. We then applied the model in a survey of tea estate staff on their attitudes toward Asian elephants (Elephas maximus) in the Kaziranga–Karbi Anglong landscape of northeast India. In simulations, Bayesian model estimates of stakeholder attitudes toward wildlife were less biased than naïve estimates or Likert scores. After accounting for reporting errors, we estimated the probability of having a positive attitude toward elephants notionally as 0.85 in the Kaziranga landscape, whereas the proportion of respondents who had positive attitudes toward elephants at a localized scale was 0.50. In comparison, without accounting for reporting errors, naïve estimates of proportions of respondents with positive attitudes toward elephants were 0.69 and 0.23 notionally and at local scales, respectively. False (positive and negative) reporting probabilities were consistently not 0 (0.22–0.68). Regular and reliable assessment of stakeholder attitudes–combined with inference on drivers of positive attitudes–can help assess the success of initiatives aimed at facilitating human behavioral change and inform conservation decision making.     

Audience segmentation to improve targeting of conservation interventions for hunters

Audience segmentation could help improve the effectiveness of conservation interventions. Marketers use audience segmentation to define the target audience of a campaign. The technique involves subdividing a general population into groups that share similar profiles, such as sociodemographic or behavioral characteristics. Interventions are then designed to target the group or groups of interest. We explored the potential of audience segmentation for use in defining conservation target groups with a case study of hunters in Liberia. Using 2 data sets describing households (n = 476) and hunters (n = 205), we applied a clustering method in which infinite binomial mixture models group hunters and households according to livelihood and behavior variables and a simple method to define target groups based on hunting impact (hunting households and high-impact hunters). Clusters of hunters and households differed in their experiences with confiscation of catch at roadblocks and participation in livelihood-support programs, indicating that these interventions operate unevenly across subsets of the population. By contrast, the simple method masked these insights because profiles of hunting households and high-impact hunters were similar to those of the general population. Clustering results could be used to guide the development of livelihood and regulatory interventions. For example, a commonly promoted agricultural activity, cocoa farming, was practiced by only 2% (out of 87) of the largest hunter cluster of nonlocal gun hunters but was prevalent among local trappers, suggesting that assistance aimed at cocoa farmers is less appropriate for the former group. Our results support the use of audience segmentation across multiple variables to improve targeted intervention designs in conservation.     

Using a social–ecological framework to inform the implementation of conservation plans

One of the key determinants of success in biodiversity conservation is how well conservation planning decisions account for the social system in which actions are to be implemented. Understanding elements of how the social and ecological systems interact can help identify opportunities for implementation. Utilizing data from a large‐scale conservation initiative in southwestern of Australia, we explored how a social–ecological system framework can be applied to identify how social and ecological factors interact to influence the opportunities for conservation. Using data from semistructured interviews, an online survey, and publicly available data, we developed a conceptual model of the social–ecological system associated with the conservation of the Fitz‐Stirling region. We used this model to identify the relevant variables (remnants of vegetation, stakeholder presence, collaboration between stakeholders, and their scale of management) that affect the implementation of conservation actions in the region. We combined measures for these variables to ascertain how areas associated with different levels of ecological importance coincided with areas associated with different levels of stakeholder presence, stakeholder collaboration, and scales of management. We identified areas that could benefit from different implementation strategies, from those suitable for immediate conservation action to areas requiring implementation over the long term to increase on‐the‐ground capacity and identify mechanisms to incentivize implementation. The application of a social–ecological framework can help conservation planners and practitioners facilitate the integration of ecological and social data to inform the translation of priorities for action into implementation strategies that account for the complexities of conservation problems in a focused way.     

Evaluating approaches for scaling-up community-based marine-protected areas into socially equitable and ecologically representative networks

Marine-protected areas (MPAs) are vital to marine conservation, but their coverage and distribution is insufficient to address declines in global biodiversity and fisheries. In response, many countries have committed through the Aichi Target 11 of the Convention on Biological Diversity to conserve 10% of the marine environment through ecologically representative and equitably managed MPAs by 2020. The rush to fulfill this commitment has raised concerns on how increasing MPA coverage will affect other elements of Target 11, including representation and equity. We examined a Philippines case study to assess and compare 3 MPA planning approaches for biodiversity representation and equitable distribution of costs to small-scale fishers. In the opportunistic approach, MPAs were identified and supported by coastal communities. The donor-assisted approach used local knowledge to select MPAs through a national-scale and donor-assisted conservation project. The systematic conservation planning approach identified MPA locations with the spatial prioritization software Marxan with Zones to achieve biodiversity objectives with minimal costs to fishers. We collected spatial data on biodiversity and fisheries features and performed a gap analysis to evaluate MPAs derived from different approaches. We assessed representation based on the proportion of biodiversity features conserved in MPAs and distribution equity by the distribution of opportunity costs (fishing areas lost in MPAs) among fisher stakeholder groups. The opportunistic approach did not ineffectively represent biodiversity and resulted in inequitable costs to fishers. The donor-assisted approach affected fishers disproportionately but provided near-optimal regional representation. Only the systematic approach achieved all representation targets with minimal and equitable costs to fishers. Our results demonstrate the utility of systematic conservation planning to address key elements of Target 11 and highlight opportunities (e.g., integration of local and scientific knowledge can address representation and equity concerns) and pitfalls (e.g., insufficient stakeholder considerations can exacerbate social inequalities) for planning MPAs in similar contexts.     

A counterfactual approach to measure the impact of wet grassland conservation on U.K. breeding bird populations

Wet grassland populations of wading birds in the United Kingdom have declined severely since 1990. To help mitigate these declines, the Royal Society for the Protection of Birds has restored and managed lowland wet grassland nature reserves to benefit these and other species. However, the impact of these reserves on bird population trends has not been evaluated experimentally due to a lack of control populations. We compared population trends from 1994 to 2018 among 5 bird species of conservation concern that breed on these nature reserves with counterfactual trends created from matched breeding bird survey observations. We compared reserve trends with 3 different counterfactuals based on different scenarios of how reserve populations could have developed in the absence of conservation. Effects of conservation interventions were positive for all 4 targeted wading bird species: Lapwing (Vanellus vanellus), Redshank (Tringa totanus), Curlew (Numenius arquata), and Snipe (Gallinago gallinago). There was no positive effect of conservation interventions on reserves for the passerine, Yellow Wagtail (Motacilla flava). Our approach using monitoring data to produce valid counterfactual controls is a broadly applicable method allowing large-scale evaluation of conservation impact.     

Compliance with ivory trade regulations in the United Kingdom among traders

Global demand for elephant ivory is contributing to illegal poaching and significant decline of African elephant (Loxondonta africana) populations. To help mitigate decline, countries with legal domestic ivory markets were recommended by the Convention on International Trade in Endangered Species of Wild Fauna and Flora to close domestic markets for commercial trade. However, implementing stricter regulations on wildlife trade does not necessarily mean compliance with rules will follow. Using an online questionnaire, we examined the relationship between self-reported compliance with ivory trade regulations among 115 ivory traders in the United Kingdom and 4 dimensions (control, deterrence, legitimacy, and social norms) hypothesized to influence compliance with conservation regulations. Although most traders supported regulations, a large number did not always check that they comply with them when trading objects containing ivory. The main factors influencing compliance with ivory trade regulations were traders’ ability to comply and their perceptions of the regulations and punishments to deter illegal trade. These findings demonstrate the utility of conservation criminology to improve wildlife trade regulations and identify opportunities to reduce illegal ivory entering the market in the United Kingdom. Compliance could be improved by clearer regulations that facilitate easier detection of illegal ivory products and stronger prosecution of violations.