Competitive outreach in the 21st century: Why we need conservation marketing

AbstractAddressing impacts from human activities requires the change of current practices. However, reaching a target audience about conservation issues and influencing their behaviour is not easy in a world where people are continually bombarded with information, and distractions are permanently available. Although not typically considered to be part of the conservation science toolbox, marketing techniques were designed in the commercial sector to identify and influence human preferences and behaviour by placing target audiences at the core of the marketing process. It thus seems reasonable that the same marketing principles and tools could and should be used to address pressing conservation issues. In this manuscript, we provide an introduction to the main objectives of marketing and illustrate how these can be applied to conservation and animal welfare issues. To that end we offer two examples: Project Ocean, where a major UK retailer joined forces with the Zoological Society of London to influence consumer behaviour around seafood; and Blackfish, which coupled social media with an award-winning documentary to create a discussion around the welfare of large cetaceans in captivity. Without the ability to influence human behaviour, a conservationists' role will likely be limited to that of describing the loss of biodiversity and the decline of the environment. We thus hope that conservation practitioners can embrace marketing as a fundamental component of the conservation toolbox

PRIMJENA LINEARNOG PROGRAMIRANJA NA DRUŠTVENIM POLJOPRIVREDNIM GOSPODARSTVIMA

In recent years there has been significant interest in modelling cumulative effects and the population consequences of individual changes in cetacean behaviour and physiology due to disturbance. One potential source of disturbance that has garnered particular interest is whale-watching. Though perceived as 'green' or eco-friendly tourism, there is evidence that whale-watching can result in statistically significant and biologically meaningful changes in cetacean behaviour, raising the question whether whale-watching is in fact a long term sustainable activity. However, an assessment of the impacts of whale-watching on cetaceans requires an understanding of the potential behavioural and physiological effects, data to effectively address the question and suitable modelling techniques. Here, we review the current state of knowledge on the viability of long-term whale-watching, as well as logistical limitations and potential opportunities. We conclude that an integrated, coordinated approach will be needed to further understanding of the possible effects of whale-watching on cetaceans.Publisher PDFPeer reviewe

Sweeping scientific data under a polar bear skin rug: The IUCN and the proposed listing of polar bears under CITES Appendix I

In 2008 the US Government listed the polar bear as "threatened" under the US Endangered Species Act, largely due to scientific analyses of climate change data and polar bear distribution conducted by the US Geological Survey (USGS), which projected a 2/3 reduction in the polar bear population within the next 40 years. In 2009 the US Government announced that it would submit a proposal to the 15th Conference of the Parties to the Convention on International Trade in Endangered Species of Wild Fauna and Flora to uplist polar bears from CITES Appendix II to Appendix I. A report produced by the IUCN/Traffic stated that this was not warranted. However, the IUCN/Traffic report did not consider the USGS data noted above. Ultimately the proposal for CITES uplisting failed. In this paper we examine the differences in the IUCN/Traffic report and the best available science, and conclude that listing polar bears under CITES Appendix I was scientifically warranted.CITES IUCN Polar bear Science policy Sea ice loss Ursinus maritimus

Shifting baselines in scientific publications: A case study using cetacean research

The marine sciences have undergone a sequence of historical changes related to new methodologies, approaches and challenges. Most recently, deteriorating natural ecosystems and threatened component species have prompted a renewed change in the focus of scientific research on the marine environment. This study analyzes the scientific literature on cetaceans during the period 2005-2008 to demonstrate that a key focus of modern research is on conservation-related topics, and then compares it to the period 1970-1973 to demonstrate that this new focus represents a shift from basic biological and ecological issues. On average, approximately 46% of papers published on whales, dolphins and porpoises in 2005-2008 were categorized as conservation oriented versus focused on biology or ecology. This contrasts to approximately 10% in 1970-1973. This shift parallels other marine research subjects, such as benthic communities, coral reefs and sea turtles and reflects a general paradigm shift in marine research towards anthropogenic impacts. This is important guidance for institutions and organizations that wish to base their agendas and decisions on state-of-the-art scientific priorities.Bibliometric analysis Cetaceans Research focus Marine conservation Funding International Whaling Commission