A Tale of Two Destinations


While certainly zoos and aquariums share many of the same mission, operational, and design characteristics, the public’s perception of them – as we know – isn’t quite consistent. Understanding these perception similarities and differences is key in building foundations on which to reach out with conservation messaging.


Our respondents felt that the top priority for zoos (80%) and aquariums (78%) should be caring for their animals, followed by educating the public about conservation issues (62% and 64%), and providing expert training for keepers, staff, and conservationists (60% and 53%). Once again, while conservation is important to them, knowing that the animals are receiving the best care possible is the most important factor.


When given a list of statements to agree and disagree with regarding zoos and aquariums, respondents most agreed that zoos and aquariums “make [an] effort to replicate animals’ natural habitats rather than non-natural environments” (85 % vs 81%), and “provide a fun and entertaining way to learn about animals” (82% and 81%). Te same respondents least agreed that zoos and aquariums are “places where innocent creatures are unjustly held and have lifespans shortened” (40% and 38%) and that they “protect animals but keep them far from their natural habitats” (67% and 62%).


Tese are interesting insights in the fact that the public is quite sensitive to the design of these habitats, and also agrees that zoos and aquariums need to be fun – not only educational and conservation ambassadors. Regarding their least agreed-with statements, it seems to imply that the majority of people don’t feel that these destinations are bad for animals.


At both types of attractions, respondents felt that mammals were in most need of protection and support from wildlife conservation efforts. In zoos, these respondents felt that arthropods and amphibians were in need of protection; and in aquariums, amphibians and bony fish, such as sea horses and clownfish, needed the same protection.


Tis aligns with a 2014 study of Millennials by PGAV, which demonstrated that the generation was most interested in visiting zoo exhibits about elephants, tigers, and lions, and aquarium exhibits about dolphins, sharks, and jellyfish.


Tis confirms a long-understood circumstance that guests care most about the fuzzy and “cute” mammals in care, but importantly reveals how immense the disconnect is with the serious plight of other taxa.


Reptiles 23%


VISIT THE FOLLOWING LINK TO COMPARE GUEST PERCEPTIONS OF CONSERVATION NEEDS (Right) TO NEW YORK TIMES’ FACTS. http://tinyurl.com/NYTSpeciesStatus


Bony Fish 19%


Amphibians 13%


SPECIES


RESPONDENTS BELIEVE NEED CONSERVATION


Mammals 77%


52% Birds


Reptiles 21%


Arthropods 20%


Amphibians 12%


Marine Mammals 73%


Invertebrates 28%


Cartilaginous Fish 27%


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