The Public’s Mindset


Everyone should be outspoken, proud, passionate supporters of zoos and aquariums: on that we can all agree. However, every good relationship begins with understanding where someone is coming from – their frame of reference – so we need to understand the public’s position on destinations and conservation before we can evolve them into advocates.


According to PGAV’s Voice of the Visitor: 2017 Outlook on the Attractions Industry, 15% of Americans visited a zoo in the past year; 9% visited an aquarium; and 6% made the time to visit both.


Nearly three-fourths of all respondents (74%) expect zoos and aquariums to take actions to support wildlife conservation. For guests who say conservation initiatives at an attraction improve their perception of that attraction, those guests are far more likely to visit those attractions, as opposed to attractions who aren’t pursuing such initiatives.


76% of survey takers noted that they’d taken at least one action in the last two years that supported conservation, with a visit to a zoo or aquarium as the most popular (55%) followed by


donating money to a conservation cause (29%). Comparatively, these respondents were unlikely to volunteer their free time towards actively participating in conservation efforts.


Concurrently, 77% said they will likely, and 32% will definitely, support a conservation effort within the next year, with 84% noting it will most likely be a visit to a zoo or aquarium, followed by 67% donating funds and 60% saying they’ll be an advocate for habitat preservation.


When we asked respondents what has the greatest influence on their decision to support, or not support, wildlife conservation, they responded in order:


• Having financial resources to donate


• A transparent understanding of exactly where their donation would go


• An intention that their donation would go towards helping animals


According to this data, the majority of Americans support conservation, expect zoos and aquariums to be conducting it, and want to get involved.


SO WHAT’S CATCHING THEIR EYE AT THESE INSTITUTIONS?


HOW HAVE YOU SUPPORTED CONSERVATION EFFORTS IN THE LAST 2 YEARS?


55% 29% 20%


Visited a Zoo or Aquarium


Made a Financial Contribution


Contributed extra to Admission Price


18%


Purchased Membership


that Supports Conservation


17%


Advocated for Habitat Preservation & Wildlife Conservation


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