Conservation is about people and motivating them to behave differently.
Human behavior is the root cause of every major conservation and development challenge. Therefore, changing how people behave is the single most important thing we can do to ensure nature’s survival. Since people are emotional beings, we can leverage emotions—such as pride—to drive people toward action and unleash transformative change.
The most pressing conservation challenges are local in nature but global in impact.
Nearly half of the world’s population (over 3 billion people) lives on less than $2.50 per day. The world’s poorest people depend on the world’s remaining forests, wetlands, and coral reefs to survive. Inspiring these communities to adopt new behaviors and practices that balance use and preservation requires a toolkit and mindset uncommon in conservation work.