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Nigel Dudley et al.
Bring along the uncommitted public Rather than worrying about skeptics who will never change their minds, focus engagement and lobbying on those who are sympathetic, or at least not opposed to environmental action. People in un- likely places can be supporters if we spark their interest. For example, most industry innovations, such as voluntary prod- uct certification, have come from individual leaders rather than being the product of government or industry-wide in- itiatives. Interest in circular businessmodels continues, bring- ing synergies with conservation, reducing resource extraction and encouraging the adoption of regenerative processes that support biodiversity (Ellen MacArthur Foundation, 2024). Sympathizerswho are part of, or close to, ruling governments are particularly useful in helping encourage positive change.
Focus on issues people are willing to engage with Even har- dened opponents in some fields—such as climate-change deniers—may be sympathetic to other, less controversial is- sues. Land degradation is an enormous global problem, and restoration boosts biodiversity, supports ecosystem services and benefits people. The Land Degradation Neutrality tar- get of the UN Convention to Combat Desertification is something many governments could get behind (UNCCD, 2022). Even amidst US-centred tariff wars, governments re- main interested in sustainable trade. In 2024, Costa Rica, Iceland, NewZealand and Switzerland concluded a pioneer- ing Agreement on Climate Change, Trade and Sustainability to deliver trade commitments that address climate change and other environmental challenges. Rewilding is another movement inspiring people across political divides.
Mobilize the underutilized Help inactive sympathizers build ownership and take pride in protecting, restoring and managing for a balanced environment, bringing urban and younger demographics more into the action. People disempowered or separated from nature need both incentives and opportunities to engage. Mobilization means finding tangible, attractive and meaningful ways to create a joint sense of ownership and stewardship. This is not confined to people living in comfort: colleagues in Ukraine are defending their protected areas despite harrow- ing conditions (Timmins et al., 2023).
Focus on the sources of future restoration The pushback against reforming energy and agribusiness means huge areas will stay degraded, making sanctuaries critical. This includes not just protected areas, but pesticide-free zones, restoration or rewilding areas, zero extraction zones, con- nectivity areas, regenerative food systems, areas important for biodiversity as climate changes (Redford & Dudley, 2024), and other areas that can function as nature refuges. Creating and defending these remains a priority, focusing on the most intact ecosystems, selected through systematic
planning. Target 3 of the Convention on Biological Diversity’s Global Biodiversity Framework, calling for 30% of land, freshwater and ocean to be in protected and con- served areas by 2030, provides the political clout to encour- age wavering stakeholders.
Step up pressure on companies and major consumers Use strategic pressure on producers, retailers and civil society, especially those with opaque operations (e.g. food retailers buying from multiple sources, finance companies). This in- cludes calling out climate deniers and greenwashing while supporting attempts to transformbusiness models and con- sumption patterns. It means ensuring that commitments are met, for example by putting pressure on companies that signed the NewYork Declaration on Forests to halt deforest- ation by 2030 but have done little to achieve this goal (Forest Declaration Assessment Partners, 2024).
Use economic arguments strategically Approaches that save money, such as nature-based solutions and circular business models, are particularly valuable. This includes avoiding waste, removing perverse incentives and harmful subsidies, and showing the economic benefits of redirecting these funds to sustainable alternatives. Many countries have poor insulation and energy efficiency standards; raising these saves money and reduces greenhouse gas emissions (Christopher et al., 2023). Strategies to reduce the use of agricultural pesticides are beneficial for farmers and bio- diversity (Pretty & Bharucha, 2015). Economic arguments are especially pertinent to sectors that face the immediate costs of climate change, such as the insurance industry.
Challenge post-truth politics We have done a poor job of skewering disinformation, underestimating the cunning and sophistication with which lies are peddled. Better, sharper, more innovative strategies are needed. New ways of putting across the message may be useful when some peo- ple remain deeply suspicious of science. Leaders of ideo- logical resistance to conservation are often motivated by financial self-interest, and corruption must be exposed. The noise made by politicians does not always reflect popu- lar opinions. A survey in the USA (Pew Centre, 2023) found that 74%of people thought the country should participate in global efforts to address climate change.
It’s easy to make a list. These eight steps all need strategies, people, funding and support, and more steps could be added. Rethinking approaches is hard in a crisis, so the sooner we start the better. Fear and despair are understand- able but demotivating, and they will not sustain us or inspire others. Successes need to be celebrated, no matter how small. Renewable energy, for example, was initially resisted, mocked and derided by governments and industry, but has
Oryx, 2025, 59(1), 1–3 © The Author(s), 2025. Published by Cambridge University Press on behalf of Fauna & Flora International doi:10.1017/S0030605325000286
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