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Abstract As biodiversity loss and climate change accelerate, more people worldwide are engaging in conservation behaviors to “do their part.” Yet, individual behavior change alone is insufficient for the large‐scale, rapid change needed to address these crises. Relational organizing, which involves individuals reaching out to others in their social network, can enhance the speed and scale of conservation behavior change and address the complex, collective action nature of many conservation problems. However, many people practicing conservation behaviors in their own lives do not engage in relational organizing about conservation issues. Here, we suggest this may be the result of specific social‐psychological factors inhibiting people from reaching out to others. We summarize the evidence and offer a research and practice agenda to prioritize (1) understanding the social‐psychological barriers that prevent relational organizing, and (2) addressing these barriers through targeted outreach interventions to help scale and accelerate community action for conservation.
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Reframing conservation audiences from individuals to social beings
Abstract Environmental practitioners often develop communications and behavior change interventions that conceptualize individuals as consumers or as other limited, standalone personae. This view neglects the role of conservation audiences as social beings with complex social relationships and networks, potentially resulting in lost opportunities to increase the effectiveness of conservation interventions. We offer a reframing of individuals as members of social networks who can influence others through their many different societal roles. This framing may help individuals recognize their potential to affect large‐scale societal structures and empower them to contribute to systemic changes. In practice, conservation organizations might increase the impact and reach of their behavioral interventions by targeting social referents (individuals or groups who people reference for accepted and desired behaviors) and leveraging interpersonal relationships. This includes encouraging individuals to make use of their networks to discuss issues such as biodiversity loss with a variety of acquaintances to normalize them as a topic of conversation. We argue that organizations can leverage the power of social networks to amplify change and promote the message that people change the world through their social ties, thereby inspiring audiences to further engage in conservation behaviors.
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- Award ID(s):
- 2227074
- PAR ID:
- 10560235
- Publisher / Repository:
- Wiley-Blackwell
- Date Published:
- Journal Name:
- Conservation Letters
- Volume:
- 17
- Issue:
- 6
- ISSN:
- 1755-263X
- Format(s):
- Medium: X
- Sponsoring Org:
- National Science Foundation
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