what is conservation marketing?

Typically, these are two words that you don’t see together. 

Traditionally, conservation has been dominated entirely by research and field work. In my experience as a conservation biologist, I’ve had to dissect dozens of very intense peer-reviewed research papers. I’ve traveled the world assisting tenured researchers on studies and experiments that require meta-analyses and days of sifting through relevant information about their subjects. From what I’ve learned, there is an abundance of knowledge about the planet and its systems, but far too often I would beat my head against the wall trying to understand it. It was painfully obvious to me why the rest of the world didn’t have the same information and knowledge about wildlife and resources that I had access to. 

It was when I stumbled upon a nature documentary looking at coral reef systems that I finally made the connection about what the scientific community was lacking when it came to making the actual change in the world their research was trying to achieve. I realized we needed these men and women and their years of experience in the field to integrate their knowledge into formats that could broadcast their information in digestible, creative, and engaging ways. 

I wanted to create a platform that makes science more accessible and incorporates new forms of communication into this field. So I started on my journey of conservation marketing.

What is conservation?

Conservation is the study, philosophy, and practice of protecting a resource for indefinite use or enjoyment. If we were to use the original definition by Gifford Pinchot, the “Father of American Forestry” we would say that conservation is “the wise use of the earth and its resources for the lasting good of men”

And yes, while we’ve come a long way since Pinchot, there’s still no doubt that sustainability is more important now than ever. If we are going to succeed in becoming better stewards for the environment, it’s time to bridge the gap between science and art.

Here’s where the marketing part comes in. When it comes to advertising, most people don't know where to start, they’re afraid of greenwashing (which is something we’ll talk about later), or they don’t understand why it’s necessary in the first place.

What is marketing?

Marketing is known as the practice of promoting and selling products or services and it is designed in a way to capture a target audience who may benefit from what is being sold. Most people don’t think that a research paper about endangered animals is something that needs to be promoted or sold. But the beauty of marketing is that it has evolved into more than just billboards and daytime television ads. Marketing incorporates digital art, graphic design, fine art, social media, podcasts, television, writing, film, and so so much more. It’s a way for illustrators, designers, and personalities to engage in social and cultural influence. 

Conservation + Marketing

Conservation marketing uses the tools that serve to sell a commercial product and applies them to encourage positive behavior change that will benefit the wise use of the earth and its resources. Conservation marketing takes that long peer-reviewed article about how climate change is affecting coral reefs and it turns it into a documentary that inspires people to raise funds, advocate for, and become stewards of their coastlines.

Conservation marketing is about reaching into the emotional responses of individuals who want to make a positive impact. Most of us are not sure where to even start when it comes to contributing to environmental goals. Science is meant to be objective. Papers, journals, and articles are written so as not to assume bias toward the results. Consequently, nobody spends time on Google Scholar for fun. When using powerful images, captivating film, and thought-out design practices, the work of these dedicated scholars comes alive and becomes relatable. No longer should science and art be mutually exclusive.

What is an example of conservation marketing?

Wildlife photography and videography have long served as a tool for conservationists. You’re familiar with National Geographic and Discovery which have capitalized on the images that shape our planet. But remember, we want to encourage behavior change, so with every image or graphic design, we want to encourage a call to action. This is usually a phrase or nudge for the audience to do something with their newfound emotional connection to that species or subject.

 Maybe we want to encourage them to donate to the organization or sign up for more information. Maybe we want to sell the books or products you make that have a portion of the proceeds going toward a non-profit. The way you tell your story is unique to the talents you possess. If you’re a landscape painter, let’s sell your artwork and donate the funds to water restoration projects. If you are a graphic designer, let’s find a way for you to design a menu at a new vegan restaurant in your local area. If you are leading a field research team, I invite you to interview on the podcast so we can not only share what life is like as a researcher, but maybe get future interns to work for you in the next season. The world is your oyster.