Branding Biodiversity

This report presents the findings of efforts made to explore what drives people to conserve nature, and to critically evaluate today’s biodiversity messages to see whether they align with the emotions of the people they are aimed at. These findings have been combined with the principles of branding to distil a complex scientific concept into a set of values and promises that appeal to the masses. It seeks to challenge communicators to stop talking about extinction since messages of loss are not motivators for change, and divides biodiversity messages into four categories: loss, love, need and action. It suggests that messages of love that inspire ‘awe, fascination and wonder for the natural world’ are a more effective motivator, and that these become all the more powerful when combined with ‘need’ and ‘action’ messages.
http://www.futerra.co.uk/downloads/Branding_Biodiversity.pdf