What They See


You already maintain an impressive and diversified portfolio of wildlife and conservation activities. However, do you know about which ones the public cares?


Interestingly, those actions which the public least expects zoos and aquariums to conduct are those which seemingly have the least, direct impact on the animals. Only 43% expect these institutions to invest in green building practices, and less than a third (30%) expect them to compost organic materials. Once again, the focus is on the animals.


When given a variety of conservation activities in which to participate while visiting a zoo or aquarium, 59% of our respondents said they’d like to build an enrichment item for an animal; 58% said they’d like to build a butterfly house to take home; and 53% were interested in signing up for a beach clean-up. Most importantly, an impressive 82% of survey takers said that their perception of a zoo or aquarium would be greatly or somewhat improved if that destination offered at least one of those programs. Respondents commonly noted that these activities encourage learning and participation, as well as demonstrating the institutions’ desire to help wildlife.


TOP 5


We asked survey respondents which types of conservation programs, activities, or initiatives they expect zoos and aquariums to support or conduct:


74% Conduct Research That Helps Protect Rare & Endangered Species


64% Bring People & Animals Together 62% Rescue/Release Ill or Injured Animals 55% Support the Prevention of Animal Habitat Loss


53% Help to Raise Awareness of Wildlife Conservation & Climate Change


After hands-on activities, we gave respondents a wide selection of larger activities a zoo or aquarium might conduct, and asked them which ones would somewhat or greatly improve their perception of that institution. Tree-fourths of respondents said that the key activity would be building a major attraction for the purpose of advancing animal conservation, followed by an outreach education program which brought animals to schools (71%) and experiencing a half or full-day shadow of a keeper helping support wildlife conservation. Tere existed a high correlation between implementing these initiatives and respondents’ intention to visit and support these attractions. Tis also indicates that outreach, like television programs, may be a popular outlet through which to cultivate new destination visitors.


Lastly, we asked guests who was the most trustworthy spokesperson at a zoo or aquarium. 31% felt it was the director, 25% said it was a keeper, and 21% said it was a researcher in the field. Members, board members, and volunteers scored far lower; so while we often think authentic messaging comes from our base, the public is viewing your CEO as the best source of honest information.


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