Fundamental insights on when social network data are most critical for conservation planning

As declines in biodiversity accelerate, there is an urgent imperative to ensure that every dollar spent on conservation counts toward species protection. Systematic conservation planning is a widely used approach to achieve this, but there is growing concern that it must better integrate the human social dimensions of conservation to be effective. Yet, fundamental insights about when social data are most critical to inform conservation planning decisions are lacking. To address this problem, we derived novel principles to guide strategic investment in social network information for systematic conservation planning. We considered the common conservation problem of identifying which social actors, in a social network, to engage with to incentivize conservation behavior that maximizes the number of species protected. We used simulations of social networks and species distributed across network nodes to identify the optimal state-dependent strategies and the value of social network information. We did this for a range of motif network structures and species distributions and applied the approach to a small-scale fishery in Kenya. The value of social network information depended strongly on both the distribution of species and social network structure. When species distributions were highly nested (i.e., when species-poor sites are subsets of species-rich sites), the value of social network information was almost always low. This suggests that information on how species are distributed across a network is critical for determining whether to invest in collecting social network data. In contrast, the value of social network information was greatest when social networks were highly centralized. Results for the small-scale fishery were consistent with the simulations. Our results suggest that strategic collection of social network data should be prioritized when species distributions are un-nested and when social networks are likely to be centralized.     

Systematic review of conservation interventions to promote voluntary behavior change

Understanding human behavior is vital to developing interventions that effectively lead to proenvironmental behavior change, whether the focus is at the individual or societal level. However, interventions in many fields have historically lacked robust forms of evaluation, which makes it hard to be confident that these conservation interventions have successfully helped protect the environment. We conducted a systematic review to assess how effective nonpecuniary and nonregulatory interventions have been in changing environmental behavior. We applied the Office of Health Assessment and Translation systematic review methodology. We started with more than 300,000 papers and reports returned by our search terms and after critical appraisal of quality identified 128 individual studies that merited inclusion in the review. We classified interventions by thematic area, type of intervention, the number of times audiences were exposed to interventions, and the length of time interventions ran. Most studies reported a positive effect (n = 96). The next most common outcome was no effect (n = 28). Few studies reported negative (n = 1) or mixed (n = 3) effects. Education, prompts, and feedback interventions resulted in positive behavior change. Combining multiple interventions was the most effective. Neither exposure duration nor frequency affected the likelihood of desired behavioral change. Comparatively few studies tested the effects of voluntary interventions on non-Western populations (n = 17) or measured actual ecological outcome behavior (n = 1). Similarly, few studies examined conservation devices (e.g., energy-efficient stoves) (n = 9) and demonstrations (e.g., modeling the desired behavior) (n = 5). There is a clear need to both improve the quality of the impact evaluation conducted and the reporting standards for intervention results.     

Qualitative impact evaluation of a social marketing campaign for conservation

Social marketing campaigns use marketing techniques to influence human behavior for the greater social good. In the conservation sector, social marketing campaigns have been used to influence behavior for the benefit of biodiversity as well as society. However, there are few evaluations of their effectiveness. We devised an approach for evaluating the influences of social marketing campaigns on human behavior and conservation outcomes. We used general elimination methodology, a theory-driven qualitative evaluation method, to assess the long-term impacts of a 1998 Rare Pride campaign on the island of Bonaire that was designed to increase the population of the Lora (Amazona barbadensis), a threatened parrot. We interviewed stakeholder groups to determine their perceptions of the drivers of the changes in the Lora population over time. We used these data to develop an overall theory of change to explain changes in the Lora population by looking at the overlap in hypotheses within and between stakeholder groups. We then triangulated that theory of change with evidence from government reports, peer-reviewed literature, and newspapers. The increase in the Lora population was largely attributed to a decrease in illegal poaching of Loras and an associated decrease in local demand for pet Loras. Decreases in poaching and demand were likely driven by a combination of law enforcement, social marketing (including the Rare campaign), and environmental education in schools. General elimination methodology helped show how multiple interventions influenced a conservation outcome over time. There is a need for evidence-based evaluations of social marketing interventions to ensure that limited resources are spent wisely.     

The uses and implications of avian vocalizations for conservation planning

There is a growing recognition that animal behavior can affect wildlife conservation, but there have been few direct studies of animal behavior in conservation programs. However, a great deal of existing behavioral research can be applied in the context of conservation. Research on avian vocalizations provides an excellent example. The conspicuous nature of the vocal behavior of birds makes it a useful tool for monitoring populations and measuring biodiversity, but the importance of vocalizations in conservation goes beyond monitoring. Geographic song variants with population-specific signatures, or dialects, can affect territory formation and mate choice. Dialects are influenced by cultural evolution and natural selection and changes can accumulate even during the timescale of conservation interventions, such as translocations, reintroductions, and ex situ breeding. Information from existing research into avian vocalizations can be used to improve conservation planning and increase the success of interventions. Vocalizations can confer a number of benefits for conservation practitioners through monitoring, providing baseline data on populations and individuals. However, the influence of cultural variation on territory formation, mate choice, and gene flow should be taken into account because cultural differences could create obstacles for conservation programs that bring birds from multiple populations together and so reduce the success of interventions.     

Exploring the emergence of a tipping point for conservation with increased recognition of social considerations

Despite a common understanding of the harmful impacts of Western conservation models that separate people from nature, widespread progress toward incorporating socioeconomic, political, cultural, and spiritual considerations in conservation practice is lacking. For some, the concept of nature-based solutions (NbS) is seen as an interdisciplinary and holistic pathway to better integrate human well-being in conservation. We examined how conservation practitioners in the United States view NbS and how social considerations are or are not incorporated in conservation adaptation projects. We interviewed 28 individuals working on 15 different such projects associated with the Wildlife Conservation Society's Climate Adaptation Fund. We completed 2 rounds of iterative coding in NVivo 12.6.1 to identify in the full text of all interview responses an a priori set of themes related to our research questions and emergent themes. Many respondents saw this moment as a tipping point for the field (one in which the perceived values of social considerations are increasing in conservation practice) (76%) and that social justice concerns and the need to overcome racist and colonial roots of Western conservation have risen to the forefront. Respondents also tentatively agreed that NbS in conservation could support social and ecological outcomes for conservation, but that it was far from guaranteed. Despite individual intention and awareness among practitioners to incorporate social considerations in conservation practice, structural barriers, including limited funding and inflexible grant structures, continue to constrain systemic change. Ultimately, systemic changes that address power and justice in policy and practice are required to leverage this moment to more fully address social considerations in conservation.     

Scale Mismatches,Conservation Planning,and the Value of Social‐Network Analyses

Many of the challenges conservation professionals face can be framed as scale mismatches. The problem of scale mismatch occurs when the planning for and implementation of conservation actions is at a scale that does not reflect the scale of the conservation problem. The challenges in conservation planning related to scale mismatch include ecosystem or ecological process transcendence of governance boundaries; limited availability of fine‐resolution data; lack of operational capacity for implementation; lack of understanding of social‐ecological system components; threats to ecological diversity that operate at diverse spatial and temporal scales; mismatch between funding and the long‐term nature of ecological processes; rate of action implementation that does not reflect the rate of change of the ecological system; lack of appropriate indicators for monitoring activities; and occurrence of ecological change at scales smaller or larger than the scale of implementation or monitoring. Not recognizing and accounting for these challenges when planning for conservation can result in actions that do not address the multiscale nature of conservation problems and that do not achieve conservation objectives. Social networks link organizations and individuals across space and time and determine the scale of conservation actions; thus, an understanding of the social networks associated with conservation planning will help determine the potential for implementing conservation actions at the required scales. Social‐network analyses can be used to explore whether these networks constrain or enable key social processes and how multiple scales of action are linked. Results of network analyses can be used to mitigate scale mismatches in assessing, planning, implementing, and monitoring conservation projects. Discordancia de Escalas, Planificación de la Conservación y el Valor del Análisis de Redes Sociales     

Achieving conservation impact by shifting focus from human attitudes to behaviors

Attitudes have been a commonly used psychological measure of program effectiveness in conservation social science research. The major limitation of this approach is that attitudes do not always translate into behavior and therefore may not provide an accurate assessment of program success. Given that achieving conservation goals generally relies on understanding and changing human behavior, we argue for the need to assess behavior rather than attitudes as an indicator of conservation outcomes. Psychological theory shows that attitudes and behavior are distinct, but related, concepts. Measuring conservation behaviors involves identifying the target behavior or behaviors and the optimal time to measure and then selecting the most appropriate method of measurement (i.e., direct observation, objective indicators, self-reported behavior, and behavioral intentions) that considers the strengths and weaknesses of each approach. We call for conservation programs to focus on influencing behavior rather than attitudes alone and encourage conservation practitioners and researchers to collect high-quality behavioral data to more effectively inform policy and programs.     

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.     

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.     

Improving inferences about private land conservation by accounting for incomplete reporting

Private lands provide key habitat for imperiled species and are core components of function protectected area networks; yet, their incorporation into national and regional conservation planning has been challenging. Identifying locations where private landowners are likely to participate in conservation initiatives can help avoid conflict and clarify trade-offs between ecological benefits and sociopolitical costs. Empirical, spatially explicit assessment of the factors associated with conservation on private land is an emerging tool for identifying future conservation opportunities. However, most data on private land conservation are voluntarily reported and incomplete, which complicates these assessments. We used a novel application of occupancy models to analyze the occurrence of conservation easements on private land. We compared multiple formulations of occupancy models with a logistic regression model to predict the locations of conservation easements based on a spatially explicit social–ecological systems framework. We combined a simulation experiment with a case study of easement data in Idaho and Montana (United States) to illustrate the utility of the occupancy framework for modeling conservation on private land. Occupancy models that explicitly accounted for variation in reporting produced estimates of predictors that were substantially less biased than estimates produced by logistic regression under all simulated conditions. Occupancy models produced estimates for the 6 predictors we evaluated in our case study that were larger in magnitude, but less certain than those produced by logistic regression. These results suggest that occupancy models result in qualitatively different inferences regarding the effects of predictors on conservation easement occurrence than logistic regression and highlight the importance of integrating variable and incomplete reporting of participation in empirical analysis of conservation initiatives. Failure to do so can lead to emphasizing the wrong social, institutional, and environmental factors that enable conservation and underestimating conservation opportunities in landscapes where social norms or institutional constraints inhibit reporting.     

Catalyzing sustainable fisheries management through behavior change interventions

Small-scale fisheries are an important livelihood and primary protein source for coastal communities in many of the poorest regions in the world, yet many are overfished and thus require effective and scalable management solutions. Positive ecological and socioeconomic responses to management typically lag behind immediate costs borne by fishers from fishing pressure reductions necessary for fisheries recovery. These short-term costs challenge the long-term success of these interventions. However, social marketing may increase perceptions of management benefits before ecological and socioeconomic benefits are fully realized, driving new social norms and ultimately long-term sustainable behavior change. By conducting underwater visual surveys to quantify ecological conditions and by conducting household surveys with community members to quantify their perceptions of management support and socioeconomic conditions, we assessed the impact of a standardized small-scale fisheries management intervention that was implemented across 41 sites in Brazil, Indonesia, and the Philippines. The intervention combines TURF reserves (community-based territorial use rights for fishing coupled with no-take marine reserves) with locally tailored social-marketing behavior change campaigns. Leveraging data across 22 indicators and 4 survey types, along with data from 3 control sites, we found that ecological and socioeconomic impacts varied and that communities supported the intervention and were already changing their fishing practices. These results suggest that communities were developing new social norms and fishing more sustainably before long-term ecological and socioeconomic benefits of fisheries management materialized.     

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.     

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.     

The bean method as a tool to measure sensitive behavior

Conservationists need to measure human behavior to guide decisions and evaluate their impact. However, activities can be misreported and reporting accuracy may change following conservation interventions, making it hard to verify any apparent changes. Techniques for asking sensitive questions are increasingly integrated into survey designs to improve data quality, but some can be costly or hard for nonexperts to implement. We demonstrate a straightforward, low-cost approach, the bean method in which respondents give anonymous answers by adding a colored bean to a jar to denote a yes or no response. We applied the bean method to measure wild-meat hunting and trading over 2 years at a conservation-project (hunting reduction) site in Gola Forest, Liberia. We extended the technique to accommodate questions about hunting and meat-selling frequency. We compared responses given using the bean method and direct questioning for groups that did and did not participate in conservation interventions. Results from the bean method corresponded to those from direct questioning, and there was no indication of change in question sensitivity following conservation interventions. Estimates from both methods indicated that wild-meat trading decreased in project and nonproject households (from 36% to 20%) and that hunting decreased in 1 project group (38–28%). Where inconsistent answers were given (2–6% of respondents), differences were in both directions and were most likely attributable to measurement error. The bean method was quick and straightforward to administer in a low-literacy setting. We showed how it can be modified for answers of more than 2 categories and consider it a valuable tool that could be adapted for a wide range of conservation settings.     

Reconciling multiple counterfactuals when evaluating biodiversity conservation impact in social-ecological systems

When evaluating the impact of a biodiversity conservation intervention, a counterfactual is typically needed. Counterfactuals are possible alternative system trajectories in the absence of an intervention. Comparing observed outcomes against the chosen counterfactual allows the impact (change attributable to the intervention) to be determined. Because counterfactuals by definition never occur, they must be estimated. Sometimes, there may be many plausible counterfactuals, including various drivers of biodiversity change and defined on a range of spatial or temporal scales. Here, we posit that, by definition, conservation interventions always take place in social-ecological systems (SES) (i.e., ecological systems integrated with human actors). Evaluating the impact of an intervention in an SES, therefore, means taking into account the counterfactuals assumed by different human actors. Use of different counterfactuals by different actors will give rise to perceived differences in the impacts of interventions, which may lead to disagreement about its success or the effectiveness of the underlying approach. Despite that there are biophysical biodiversity trends, it is often true that no single counterfactual is definitively the right one for conservation assessment, so multiple evaluations of intervention efficacy could be considered justifiable. Therefore, we propose calculating the sum of perceived differences, which captures the range of impact estimates associated with different actors in a given SES. The sum of perceived differences gives some indication of how closely actors in an SES agree on the impacts of an intervention. We applied the concept of perceived differences to a set of global, national, and regional case studies (e.g., global realization of Aichi Target 11 for marine protected areas, effect of biodiversity offsetting on vegetation condition in Australia, and influence of conservation measures on an endangered ungulate in Central Asia). We explored approaches for minimizing the sum, including a combination of negotiation and structured decision making, careful alignment of expectations on scope and measurement, and explicit recognition of any intractable differences between stakeholders.     

Typifying conservation practitioners’ views on the role of education

Education is an established tool to enhance human–environment relationships, despite the lack of empirical evidence to support its use. We used theories of change to unpack assumptions about the role of education in conservation. We interviewed practitioners from 15 conservation organizations in Madagascar to typify implicit pathways of change and assess whether emerging pathways echo theoretical advances. Five pathways were drivers of change: increasing knowledge, changing emotional connection and changing traditional cultural practices, fostering leaders, diversifying outcomes, and influencing community and society. These pathways reflect existing sociopsychological theories on learning and behavioral change. Most interviewees’ organizations had a predominant pathway that was often combined with elements from other pathways. Most pathways lacked culturally grounded approaches. Our research reveals assumptions about the role of education in conservation and indicates that organizations had different ideas of how change happens. The diversity of practices reflects the complexity of factors that influence behavior. Whether this diversity is driven by local sociocultural context, interaction with other conservation approaches, or contingencies remains unclear. Yet, typifying the pathways of change and reflecting on them is the first step towards comprehensive evaluation of when and which pathways and interactions to promote.     

Effect of semantics in the study of tolerance for wolves

As conservation scholars increasingly recognize the critical role of human thought and behavior in determining the persistence of biodiversity across the globe, a growing line of inquiry regarding the validity and comparability of previous applications of core psychological concepts has emerged. Specifically, inconsistent measurement and use of terms, such as attitudes and acceptance, reveal important questions about previous approaches. Given that these concepts differ by definition, yet have been used interchangeably, we explored what drives differences in people's responses when each concept is operationalized in the context of a contested wildlife species, the gray wolf (Canis lupus). To do so, we used data from a 2014 survey of U.S. residents (n = 1287) to test how measures of six concepts (i.e., acceptance, attitudes, benefits, risks, [prior] behavior, and behavioral intentions) often employed in the conservation social sciences were related with a broad set of possible explanatory variables. Despite moderate to strong correlations between all concepts measured (| Pearson's r | = 0.39–0.65, p < 0.001), results revealed considerable variation in their respective relationships with identical explanatory variables. Specifically, although wildlife value orientation (i.e., domination or mutualism) operated fairly consistently across cognitive and behavioral concepts, the relationship between the six concepts and other factors, such as social trust, identification with various interest groups (i.e., hunter, farmer, or rancher, environmentalist, and animal rights advocate), and political ideology (i.e., liberal vs. conservative), varied considerably. Our findings underscore that differences exist in these measures, which could have serious implications for conservationists integrating social science findings in their decision-making processes if they are unaware of the theoretical underpinnings of and distinctions between core psychological concepts.     

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.     

Reframing the concept of alternative livelihoods

Alternative livelihood project (ALP) is a widely used term for interventions that aim to reduce the prevalence of activities deemed to be environmentally damaging by substituting them with lower impact livelihood activities that provide at least equivalent benefits. ALPs are widely implemented in conservation, but in 2012, an International Union for Conservation of Nature resolution called for a critical review of such projects based on concern that their effectiveness was unproven. We focused on the conceptual design of ALPs by considering their underlying assumptions. We placed ALPs within a broad category of livelihood‐focused interventions to better understand their role in conservation and their intended impacts. We dissected 3 flawed assumptions about ALPs based on the notions of substitution, the homogenous community, and impact scalability. Interventions based on flawed assumptions about people's needs, aspirations, and the factors that influence livelihood choice are unlikely to achieve conservation objectives. We therefore recommend use of a sustainable livelihoods approach to understand the role and function of environmentally damaging behaviors within livelihood strategies; differentiate between households in a community that have the greatest environmental impact and those most vulnerable to resource access restrictions to improve intervention targeting; and learn more about the social–ecological system within which household livelihood strategies are embedded. Rather than using livelihood‐focused interventions as a direct behavior‐change tool, it may be more appropriate to focus on either enhancing the existing livelihood strategies of those most vulnerable to conservation‐imposed resource access restrictions or on use of livelihood‐focused interventions that establish a clear link to conservation as a means of building good community relations. However, we recommend that the term ALP be replaced by the broader term livelihood‐focused intervention. This avoids the implicit assumption that alternatives can fully substitute for natural resource‐based livelihood activities.