Abstract
There is a growing consensus that current conservation strategies are unable to cope with the acceleration of human-caused environmental degradation. The philosophies that underpin and shape traditional conservation initiatives have begun to shift toward a “people and nature” approach, based on a new and deeper understanding of relational values. With this shift, there is increasing concern about the social impacts of conservation and a need to consider not only the environmental aspects of conservation, but also issues of equity and social justice. This is especially important for marine conservation to avoid repeating the exclusionary and unjust protective measures sometimes seen in traditional terrestrial conservation. Additionally, lack of compliance with management schemes, and failure to consider the social dimensions and realities of local communities have hindered the success of conservation initiatives. Therefore, increasing engagement with social science and a better understanding of human-wildlife and human-nature connections are necessary. Community-based conservation approaches and payment for ecosystem service schemes can provide important insights and lessons for such improved participatory management. Furthermore, the use of social science offers a range of methods and approaches that can be used to improve the consideration of those social dimensions. These include different theoretical frameworks for understanding the relationships between people, society, and nature, innovative participatory methods and more flexible, adaptive systems-based approaches for understanding complex socio-ecological systems. Increasing and mainstreaming the inclusion of the social dimensions of conservation will also depend on overcoming current institutional barriers such as lack of capacity, time, and funding opportunities especially in the context of marine social science.
Introduction
On May 31, 2019, the Intergovernmental Science-Policy Platform on Biodiversity and Ecosystem Services (IPBES) released the first results of their global assessment on biodiversity and ecosystem services. This assessment, which began in 2016, holds a dire outlook on the current environmental situation. The report states that indicators for the condition of most ecosystems and ecological communities show net declines over the last few decades, and that these trends are likely to continue. Currently, 75% of the land surface has been significantly altered and 66% of the ocean is experiencing increasing cumulative impacts, resulting in serious declines in species abundance in both terrestrial and marine biomes (). The assessment also identifies humans as the key drivers of these threats. The unprecedented global changes recorded within the last 50 are attributed mainly to changes in land and sea use, direct exploitation of organisms, climate change, pollution, and the invasion of alien species. Human actions now threaten an average of 25% of the species within the plant and animal groups IPBES assessed, and while the risk of extinction varies among taxonomic groups, the rate of extinction globally has risen as much as hundreds of times the average rate of the last 10 million years and is still rising. Extrapolating from assessments of the best-studied taxonomic groups in both marine and terrestrial groups, more than a million species of plants and animals currently face extinction within the next decades ().
The marine environment is particularly susceptible to these changes. Direct exploitation, primarily through fishing, has had the greatest impact on the loss of species abundance and has potentially driven declines in critical ecosystem functions. Approximately half of global live coral cover has been lost since the 1870s and climate change is currently accelerating these declines. Continued human expansion has led to increases in land- and sea-based pollution and coastal development for infrastructure and aquaculture, exacerbating the impacts of other drivers ().
Even though humans are the main drivers of these processes, they are also in turn directly affected by the consequences of those changes. This is especially important for coastal and indigenous communities with small-scale fisheries that are dependent on the oceans for their livelihood, food security, and wellbeing. Additionally, the oceans also often play an important cultural role for those communities (). Due to their dependency and interconnectedness with the oceans, those communities are more vulnerable to the effects of climate change and other environmental pressures (Nkoana et al., 2018). Therefore, these interconnected anthropogenic and environmental threats to marine systems and the people that depend on them demand a concerted response that includes both environmental and social considerations. The increasing need for such strategies that include both of these dimensions equally is also reflected in recent literature and international legislation (). The Sustainable Development Goals of the United Nations (Goal 14) and the Convention on Biological Diversity with the Aichi Targets both propose reserving 10% of the ocean from all extractive activities (; ). For example, Aichi target 11 incorporates social aspects by specifically stating that MPAs need to be both “effectively and equitably managed” (). The UN also further recognized the need for this dual approach with a broad mandate for the upcoming UN Decade of Ocean Science for Sustainable Development (2021–2030). The mandate states an intention to “gather ocean stakeholders worldwide behind a common framework that will ensure ocean science can fully support countries in creating improved conditions for sustainable development of the ocean” (). Even though the recognition of the need for marine social sciences is growing, there is still a general lack of capacity for the inclusion of social dimensions in conservation.
Therefore, this review will first examine the different philosophies and value systems that have shaped conservation efforts over time. Afterward, the rationale and benefits of integrating social science into conservation will be explored. Finally, this review will showcase a range of participatory methodologies and adaptive approaches that can be used for integrating aspects of social science into conservation practices.
The Reasons We Conserve
The necessity of conservation as a defensive measure can seem obvious as awareness of anthropogenic threats and resulting ecosystem changes increase. Scenarios, like those outlined by the above IPBES reports, will have drastic impacts on human well-being (; ). Anthropogenic climate change, severe losses in biodiversity and ecosystem functioning, ocean acidification, exploitative depletion of resources, and other interconnected threats are expected to lead to scarcities in food and water, increases in infectious diseases, and increased conflicts (; Pecl et al., 2017; ). Many of these impacts are also expected to disproportionately affect communities which are already the most disadvantaged ().
Protecting human health and well-being is a worthy objective and merits attention out of global self-interest. Indeed, many organizations champion conservation as a ‘‘human’’ necessity, and this stance is a primary factor in IPBES’ mission as well. As seen in their objective, to ‘‘strengthen the science-policy interface for biodiversity and ecosystem services for the conservation and sustainable use of biodiversity, long-term human well-being and sustainable development,’’ the human benefits of their activities are a focal point1. This rationale hinges upon the fact that, “Biodiversity and nature’s benefits to people underpin almost every aspect of human development,” the evidence of which can be seen globally by communities suffering from degrading environments (Pecl et al., 2017; see Text Footnote 1). However, this highlights one of the great controversies behind the philosophy of conservation and shapes the way it is approached: who should be the primary benefactors of conservation?
The framework for any conservation endeavor rests upon how the actors value nature, which in turn will inform their relationship with the nature they seek to conserve. Traditionally, there have been two opposing perspectives which divide into “anthropocentric” and “biocentric” approaches (; Morelli et al., 2016; Piccolo, 2017). Anthropocentric approaches aim to conserve nature based on the benefits it provides for humans (Piccolo, 2017). These values are often referred to as utilitarian or instrumental values, and typically focus on ecosystem services such as decomposition, pollination, climate regulation, water purification, and recreation (Pearson, 2016). IPBES provides an example of an anthropogenic approach by placing human development and well-being as their end goal with conservation and sustainable ecosystem use as their primary tools for helping achieve it.
The classically opposing view is the biocentric perspective. This conservation approach can be characterized by the motto ‘nature for itself,’ though application of that philosophy varies in complication and nuance (Pearson, 2016). Biocentric arguments for conservation often evolve around ‘intrinsic values,’ or nature’s values irrespective of human use (; Pearson, 2016; Piccolo, 2017). These values are often characterized by philosophical and ethical arguments. As Pearson (2016) explained the viewpoint, nature has a right to exist regardless of function, making its conservation a “moral imperative, akin to not committing murder or selling human organs.” Intrinsic value systems strongly oppose the way anthropocentric approaches threaten to monetize nature. Biocentric proponents criticize the anthropogenic focus on ecosystem services as devaluing natural processes, creating markets which could exclude disadvantaged communities, discounting nature as a public good, and for dismissing humanity’s ethical responsibilities to nature (Silvertown, 2015).
There have been growing disagreements between those two groups relating to differences in the underlying values and prioritizations. Anthropogenic conservationists are often depicted as caring only for humanity and viewing other pecies only as exploitable resources, whereas biocentric conservationists are depicted as misanthropic, with disadvantaged communities receiving the cost in their refusal to value human wellbeing over other species’ (Morelli et al., 2016).
The power dynamic between these two perspectives in the discussion surrounding conservation has shifted over the years, resulting in changes to its framing and goals even as many of the basic biological tenants have remained relatively constant. Since its emergence as a discipline in the 1960’s, the shifts in philosophies behind conservation can be divided into four main phases (Figure 1; Mace, 2014).
FIGURE 1
Conservation ideologies developed in the 1960’s with a strong concept of nature being an independent entity, with actions prioritizing the preservation of wild and intact natural habitats. This framing was characterized by a strong ethos of ‘nature for itself’ with a focus on species and area protection that can still be seen in the biocentric attitudes of today (Mace, 2014). However, in the 1970’s and 1980’s, as anthropogenic activities increased, and scientists became more cognizant of the environmental consequences of changes in human land and sea use, the framing of conservation shifted as well. Conservation biology emerged and was immediately deemed a ‘crisis discipline’ born in response to anthropogenic environmental threats (Soule, 1985; ). In the seminal 1985 paper, “What Is Conservation Biology?”, Soule underscored its urgency by drawing a relational parallel of conservation and ecology to war and political science, as well as laying out a set of postulates meant to underpin the discipline. These were divided into four functional postulates designed to guide biologists ecologically and four normative postulates designed to act as the core values of the fledgling field (Table 1).
TABLE 1
| Functional postulates | Normative postulates |
|
|
Summary of Soule’s (1985) functional and normative postulates for the field of conservation biology.
The normative postulates Soule proposed carried much of the biocentric attitude of the conservation ideals of the 1960’s, stating that biodiversity, ecological complexity, and evolution are “good,” and that biotic diversity has intrinsic value. He even cites human nature and ethical imperatives in his reasonings for these values (Soule, 1985). However, what differs is in how these attitudes were applied to conservation measures. The approach can be described as “nature despite people,” which recognized anthropogenic threats to species and habitats and sought to mitigate or reverse the impacts. In practice, this resulted in measures to manage exploited populations, as well as some of the first conversations about sustainable use and community-based management (Mace, 2014).
Framing philosophies for conservation shifted again in the 1990s, along with a realization that human pressures on natural environments were ubiquitous and that many of the previous measures to halt their degradation were failing (Mace, 2014). Yet, this period also mainstreamed the idea of ecosystem services, a realization that ecosystems provide irreplaceable goods and services that directly impact human well-being. The relevance of ecosystem services to humans had until then been consistently ignored and the systems mismanaged (; Mace, 2014). This led to the third phase of conservation thinking, characterized as “nature for people” and with a focus shifted from protecting species to protecting ecosystems and their functions, thereby preserving their benefits for humans (Mace, 2014; Pearson, 2016). Major drivers such as the Millennium Ecosystem Assessment, as well as monetary valuation of ecosystem services, provided opportunities for easier inclusion of conservation measures in concrete policies. These also helped drive this ideology to become the dominant force in conservation biology until the last decade (; Mace, 2014; Pearson, 2016).
However, the dialog is once again shifting, this time away from either intrinsic or instrumental values, and more toward a synthesis of the two. As biodiversity and ecosystem integrity have continued to decline, the conversation has turned to why embracing either side of this dichotomy of value systems has failed to produce meaningful results. This gave rise to the idea of ‘relational’ values. Relational values are dependent upon the realization that people rarely make choices solely on the inherent worth of an object or on how it satisfies their needs (which is the intrinsic versus instrumental dichotomy), but upon how they relate with the object and others around them, and on how that choice itself can be conducive to a meaningful and happy life (). The differences between these framings are shown in Figure 2. In a wider context, this philosophy can be viewed as “people and nature” and uses a broader axis of values when framing conservation measures, which are often more dependent on a range of societal norms and value systems (Mace, 2014; ; Piccolo, 2017). Those value systems include, for example, concepts of stewardship and kinship with nature. These concepts stem from the idea that caring for nature can contribute to the collective vision for a sustainable and self-determined community, thereby contributing to human well-being ().
FIGURE 2
In practice, proponents of the most recent framing of “people and nature” suggest that there is a need to move toward a broader framework of conservation science rather than conservation biology. This entails a more interdisciplinary approach that integrates improving human well-being with preserving nature and using both to inform and support the other (
This results in changes to the scales of practical conservation targets. Where early intrinsic value methods often approached conservation on a species level and where instrumental value approaches often attempted conservation on a broad ecosystem basis, relational approaches attempt conservation at a greater number of levels, as well as varying spatial and temporal contexts (Mace, 2014; Pearson, 2016). Factoring in relational values provides a greater toolset for evaluating and prioritizing threats. For instance, a threatened species may have intrinsic aesthetic local value, yet the existence of non-threatened global populations may reduce the perceived threat and devalue intrinsic arguments as a stimulus for action on local levels. Yet, relational values can evaluate the threat on a local scale, where the species plays a role in biodiversity and ecosystem functioning, and where monetary valuations may be more appropriate and effective (Pearson, 2016). On temporal scales, relational values consider not only the utilitarian values of an environment’s ability to sustain human well-being, but also the cultural and personal values gleaned from the relationship. Thus, the goal is not only to preserve nature so it can provide instrumental goods for future generations, but also to preserve it in such a condition that future generations can continue to garner the same relational benefits (
The spirit of relational valuation is an inclusionary one. It seeks to buoy previous value systems by providing alternative approaches in situations where adhering to strict dichotomies have failed (Pearson, 2016). This inclusive spirit not only addresses value methodologies, but also to who we value as actors and stakeholders in conservation. Relational value thinking provides a pathway for incorporating local narratives and struggles for good, meaningful lives into the context of conservation, especially as social equity becomes a more prominent feature in the discussion as a way to combat exclusionary practices (
Integrating Social Sciences Into Conservation
New relational value approaches to conservation advocate for more integration with other disciplines, and the social sciences are being advocated as a key component in forging more effective and sustainable efforts (
The philosophies shaping conservation practices have been well documented as demonstrated above (Mace, 2014;
In the broadest sense, human and wildlife interactions can be divided into two categories: social and ecological. While these divisions overlap and feedback into each other, ecological drivers of nature’s interactions can generally be broken down into internal biological components such as ecosystem, community, population, and individual behaviors. The social drivers of human interactions are shaped by societies, institutions, groups, and individual behaviors (
Early explorations of these attitude constructs received much attention, and one of the most famous typologies divided these attitudes along ten primary axes, based upon what primary concern or relation characterized them, such as utilitarian, symbolic, or ethical interests, as well as identifying fearful or passive tendencies (Table 2;
TABLE 2
| Typology | Orientation toward animals |
| Naturalistic | Has a primary interest in and affection for wildlife and the outdoors. |
| Ecologistic | Has a primary concern for the environment as a system and for interrelationships between wildlife species and natural habitats. |
| Humanistic | Has a primary interest in and a strong affection for individual animals, principally pets. |
| Moralistic | Has a primary concern for the right and wrong treatment of animals, with a strong opposition to exploitation of and cruelty toward animals. |
| Scientistic | Has a primary interest in the physical attributes and biological functioning of animals. |
| Aesthetic | Has a primary interest in the artistic and symbolic characteristics of animals. |
| Utilitarian | Has a primary concern for the practical and material value of animals. |
| Dominionistic | Derives satisfaction primarily from the mastery and control over animals, typified by sporting situations. |
| Negativistic | Has a primary orientation of active avoidance toward animals due to dislike or fear. |
| Neutralistic | Has a primary orientation of passive avoidance toward animals due to indifference and lack of interest. |
Summary of the basic attitude typologies toward animals as defined by
These constructs were then identified among groups of people, such as educational level, regional populations, and occupations, with the hope of predicting how such groups would interact with nature (
Compliance and Effectiveness of Management Schemes
Lessons learned from conflicts between humans and wildlife have reinforced the idea that relational values play a large role in predicting how people will react both to wildlife and wildlife management schemes. This correlates with the rise of the “people and nature” theme in conservation literature, where people are viewed as part, not apart, from the environment’s successes and failures (
The role of people in conservation, and specifically stakeholders, is an evolving conversation. The “traditional” method of conservation involves the establishment of a protected area to protect biodiversity and associated processes within the area. This is usually an exclusionary top-down approach, meaning aside from the managers themselves, people are prohibited from interacting with nature in the protected area, and sometimes referred to as “fortress conservation” (
Community-based management (CBM) and co-management approaches were developed in part as a response to such failures (
FIGURE 3

Common hallmarks of CBM and co-management approaches (based on
However, CBM is usually characterized by a stronger reliance on the community with external support from universities or NGOs, whereas co-management tends to feature a more formal involvement of other institutions (
The central theory behind the push for CBM is that involving local communities in the process of natural resource decision making and management will foster a greater sense of ownership, compliance, and commitment to long-term protection strategies (
Therefore, CBM concepts have received a wide amount of attention from literature and have become extremely popular globally, with many governments seeking to decentralize resource management to local groups (
While some hold that these failures point to inherent flaws in the ability of CBM to manage both conservation and socio-economic development, many others view the field as highly situational with complex case-specific success rates (
Simply put and as noted by
This should be compared with another popular, if controversial, method of socio-economic-based conservation: payments for ecosystem services (PES). PES was designed as an ecosystem conservation method aimed to preserve key ecosystem processes valued by humans, for example, for climate change mitigation. PES are defined as “voluntary transactions between service users and service providers that are conditional on agreed rules of natural resource management for generating offsite services” (Tran et al., 2016). Most PES schemes have been implemented around forest conservation and aim to address the underlying economic reasons for forest loss and degradation by offering direct economic incentives to promote environmental behavior and in situ biodiversity conservation (
Currently, most PES schemes exist only through local level arrangements (
Implementation of PES systems have been met with international successes, though these successes should be examined in their specific cultural and political contexts, as should the failures (Sierra and Russman, 2006; Turpie et al., 2008). However, doubts still remain about the efficacy of these strategies, and there is a range of examples of poorly implemented projects (Reutemann et al., 2016). PES schemes necessarily rely upon the instrumental valuation of nature, and critics often cite this as ethical and philosophical issue, fearing that monetization of natural series may erode intrinsic valuations of nature by local communities (Muradian et al., 2013; Silvertown, 2015). Aside from ethical considerations, PES systems have also faced more foundational challenges. PES systems may lack long-term sustainability due to the temporal limitations of schemes, and reversions to environmentally destructive behaviors have been observed after incentives have ended (Reutemann et al., 2016). The REDD+ program specifically has faced several challenges, such as inequity in benefit sharing and variable willingness among stakeholders to participate (Pasgaard et al., 2016). In extreme scenarios, REDD+ systems can threaten to remove the agency of communities over their resources, shifting control from local hands to global actors while compromising food and livelihood security (
In contrast, if implemented responsibly, CBM approaches can be characterized by higher levels of compliance, commitment to long-term strategies, sensitivity and adaptability to local political and cultural situations, and are founded upon the concept of local ownership and management of resources (
Yet, as described above - CBM approaches are not immune to the pitfalls of poor implementation. Meaningful discussion between outside agents and actors within the community should be a priority, with an aim of identifying local and regional needs within local political and cultural contexts (
Equity and Social Justice
Community-based and participatory methods have emerged as part of a cultural shift in conservation, one which has seen reversals in how humans are conceptualized in their relation to nature. This reframing of values also altered methodologies, recasting people actors and beneficiaries rather than as purely threats (Mace, 2014). This ‘people-centric’ approach foregrounded the importance of contextualizing efforts within cultural and political frameworks, with the objective of both preserving biodiversity and improving socio-economic situations (
However, this shift toward people-centered philosophies has also brought a greater awareness of the ethical implications of conservation. It might seem as a paradox that some of the greatest costs of conservation are often borne by the poorest people. While the benefits of preserving biodiversity can be felt globally, local communities frequently face the greatest opportunity costs through loss of access to resources upon which their livelihoods may depend (
Participatory measures are advocated in part to preclude such injustices since proper implementation should also be framed around concepts of equity (
FIGURE 4

The four dimensions of equity in conservation (based on McDermott et al., 2013;
Understanding how these different aspects of equity apply to and influence specific projects can help identify potential conflicts as well as underlying biases. Analysis of how these dimensions interact may also help to contextualize trade-offs in equity, such as where traditional rights might be valued more than monetary compensation, and explain the failures where projects overlooked them (
However, participatory methods are not a panacea for conservation injustices or inequities. They are still susceptible to abuses if not practiced with good faith and poor implementation or planning can still breed oversights. For instance, while participation may be the greatest strength of CBM endeavors, it is also the most crucial step, and failures at this level are often detrimental to proper equity distributions (
Many of these issues can be seen in the rapidly expanding field of marine conservation. In response to mounting anthropogenic threats, the international community has made a strong push for marine conservation efforts, yet in that rush, there is a concern that many of the same injustices and equity oversights recorded in terrestrial conservation are occurring (
Even large marine protected areas (LMPAs), which are frequently located in open-water areas and away from vulnerable or dependent coastal resources, still need careful equity considerations. This is because some LMPAs that have been praised for their ecological effectiveness to conserve nearly pristine areas are already being questioned for exclusion and infringement of human rights. In the case of the like the Chagos Archipelago for example, the right of the native Chagossians to return to the island was still examined by the European Court of Human Rights when the LMPA was designated by the United Kingdom (
While there are numerous arguments for including considerations of equity from a perspective of efficacy, the ethical arguments deserve equal attention. Put more simply, including stakeholders, local communities, and traditional resource users in decisions about their shared resources can be strongly argued as the right thing to do (
Incorporating Social Science in Conservation Methodologies
Recognition of the fact that conservation has transitioned into a space where ecological and sociological systems are not viewed as separate entities, but as intertwined aspects that mutually inform the problem has changed how we look for solutions. It has also demanded a certain accountability, altering what a ‘successful’ conservation looks like to include equity and social justice into the equation, along with traditional notions of biodiversity and environmental preservation and rehabilitation (
TABLE 3
| Participatory technique | Description and characteristics | Examples |
| Nominal group technique | Structured group-based technique to build consensus for situations with low conflict to clarify and identify problems or to develop clear solutions.
| |
| Scenario planning | Workshops to explore different internally coherent and plausible short and long-term future narratives shot and long-term visions to allow decision making between diverse stakeholder groups with differing aims and perspectives.
| Oteros-Rozas et al., 2015; |
| Photo-elicitation and photovoice | Visual evocative methods to capture and examine people’s values, perceptions, emotions, and social relations in a non-textual way.
| |
| Rich pictures | Drawings and diagrams that are created collectively by participants as a way of expressing their preliminary vision regarding a shared specific issue among group members.
|
Methods traditionally associated with social science are increasingly being used in conservation.
Listed here are some of the participatory social techniques being used including their key points and some example studies. These techniques can be used in compliment with methodologies like SSM or independently to gain a better understanding of the social dimensions involved in conservation issues, though this is by no means a comprehensive list.
Social Network Analysis
As shown, participatory conservation efforts need to be rooted within social, political, and cultural contexts that recognize the inherent heterogeneity of the communities they work with (
An alternative approach is to use social network analysis (SNA). SNA is a relatively new practice in the field of conservation, though it has seen extensive use in such fields as public health, counterterrorism, and business (Vance-Borland and Holley, 2011). Where SNA differs from other stakeholder analysis approaches is that rather than attempting to characterize or categorize individual stakeholders, SNA examines communities through the lens of socially meaningful relations. This creates a dynamic overview that values how actors are positioned within networks and helps characterize their social influence (Prell et al., 2009). In practice, this means attempting to quantify the strength of these ties which are formed on the basis of several attributes such as emotional intensity, time, intimacy, and reciprocation of services. Data can be gathered through structured interviews, questionnaires, or observation and these values are then be quantified into either “strong” or “weak” relationships based on how highly they score along these axes, and finally organized into matrices for structural analysis (Prell et al., 2009; Reed et al., 2009).
Analysis can help reveal the relational structure of stakeholders, providing a clearer picture of which actors are more central or marginal and how clustered they are. Individuals sharing strong ties are more likely to influence one another and share similar views and trust, as well as being more effective and communicating effectively and performing complex tasks, all of which is valuable for conservation efforts as these ties will enhance mutual learning and the sharing of resources. However, weak ties cannot be discounted. While more vulnerable to breaking and lacking in trust, research indicates that these are pathways for diverse information and resources, as well as ways to connect otherwise disparate segments of the community (Prell et al., 2009; Reed et al., 2009). Identifying these relationships can change the way conservationists approach participatory projects. SNA can find actors who bridge cross-scale gaps, allowing objectives to scale beyond local levels (Mills et al., 2014). Within communities, SNA can be used to identify the most effective actors for rapidly diffusing complex information or narratives and sustaining initiatives for on longer-term scales. SNA maps also useful for identifying when stakeholder groups are missing or underrepresented in a decision-making process (Vance-Borland and Holley, 2011). While conservationists need to be aware of the challenges in implementing SNA, such as the high cost in time and resources and recognition that communities are not static systems and will need to be routinely re-assessed, SNA can be an incredibly valuable tool for informing decisions in participatory conservation planning (Mills et al., 2014).
Soft System Methodologies
Soft system methodology (SSM) is a holistic research methodology that can be used for conducting participatory conservation with a systems thinking approach (
Soft system methodology is an interpretive approach with two philosophical principles at its core: that of Weltanschauungen and of purposeful human activity (
Soft system methodology is therefore a holistic and highly adaptive approach which can inform on both the theoretical level as well as providing techniques for action situated within the cultural, political, and socio-economic realities of environmental problems (
Conservation Marketing
While incorporating social techniques into conservation is becoming more mainstream, the scope of the problem may require conservationists to become comfortable using approaches that are almost wholly rooted in the social sciences. Most current environmental problems, such as ocean acidification and loss of species’ habitats, are not biological in origin, but human (Schultz, 2011). They are the cost of people’s collective lifestyles, an observation which brought
Inducing behavioral change necessitates reaching and influencing large amounts of people and educational campaigns are conservationists’ traditional tool (Wright et al., 2015). As a result, there is a generally high level of awareness and support for environmental protection, but this has not translated into significant widespread behavioral changes (Schultz, 2011). In contrast, marketing techniques have already been used in other fields to great effect by using audience targeting and measuring impacts with both qualitative and quantitative techniques. Social marketing has already been employed to stimulate changes in public health behaviors in both the United Kingdom and the United States (Wright et al., 2015). It has even been used to a limited extent in conservation, such as in Rare’s widespread Pride campaigns, but has left little impact on peer-reviewed literature (Veríssimo, 2019).
The definition of marketing is the process of developing, valuing, promoting, and distributing goods, services, and ideas for mutually beneficial exchange. Yet, this is also an inherently human process centered around building relationships and storytelling. The goals of marketing are threefold: (1) create awareness of an idea and its relevance to the target audience; (2) ease acceptance of the marketed idea by removing barriers; and (3) develop and maintain relationships with the target audience (Wright et al., 2015). These techniques can and have been used to create targeted and emotionally appealing bids for conservation.
Flagship species campaigns (which mimic branding campaigns in commercial marketing) highlighted specific species or ecosystems and marketed them with an emotional appeal that resonated with audiences (Wright et al., 2015; Veríssimo, 2019). The result was that conservationists were able to generate support and elicit behavioral changes in relation to the targeted species. Project Ocean is another high-profile conservation marketing campaign which sought to raise awareness of overfishing, change people’s buying and eating habits, and raise money and awareness for MPAs. Through an extensive multimedia campaign utilizing high profile advocates, creative framing of advertisements, and community engagement, Project Ocean was able to influence select retail outlets to offer more sustainable seafood products, stimulated the establishment of a community-managed MPA in the Philippines, and led to the creation of the Marine Reserves Coalition in the United Kingdom (Wright et al., 2015).
Conservation marketing offers promise for conservation by being able to engage large numbers of people on emotional levels and stimulating behavioral changes that could help reverse some of the underlying causes of environmental degradation. This is not to say that, like any other fledgling practice, conservation marketing is free of challenges or unforeseen effects. For instance, while flagship campaigns may have generated benefits for targeted species, some peripheral species suffered as resources were diverted away from their protection (Wright et al., 2015). Conservation marketing must also overcome the fact that the benefits of its “product” are neither felt immediately nor do they typically accrue directly, but communally, making it much more difficult to sell (Veríssimo, 2019). Additionally, conservation marketing will require a strong community of practitioners and researchers who will need to identify and target high-priority behaviors for change to maximize its utility (Schultz, 2011; Veríssimo, 2019). However, it makes a strong case for the value of interdisciplinary efforts and encourages the creation and exploration of new spaces to expand the definition of conservation.
Conclusion and Outlook
Mainstreaming the use of social science in conservation beyond the current superficial engagement will require conservationists to keep a much more open mindset toward increasing the use of participatory social science methods (
Statements
Author contributions
TS and JJ are equal co-authors on this manuscript. Most of the literature review was compiled by JJ while most of the writing was completed by TS. Both authors contributed equally to the development of figures and in editing the final manuscript.
Funding
Funding for publishing was granted by the state of Bremen.
Conflict of interest
The authors declare that the research was conducted in the absence of any commercial or financial relationships that could be construed as a potential conflict of interest.
Footnotes
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Summary
Keywords
conservation social science, marine social science, environmental ethics, socio-ecological systems, human dimensions
Citation
Sanborn T and Jung J (2021) Intersecting Social Science and Conservation. Front. Mar. Sci. 8:676394. doi: 10.3389/fmars.2021.676394
Received
05 March 2021
Accepted
16 April 2021
Published
20 May 2021
Volume
8 - 2021
Edited by
Viola Liebich, Bremen Society for Natural Sciences, Germany
Reviewed by
Samiya Ahmed Selim, Leibniz Centre for Tropical Marine Research (LG), Germany; Priscila Fabiana Macedo Lopes, Federal University of Rio Grande do Norte, Brazil
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© 2021 Sanborn and Jung.
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*Correspondence: Thomas Sanborn, thms.sanborn@gmail.com
This article was submitted to Marine Conservation and Sustainability, a section of the journal Frontiers in Marine Science
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