How can the conservation sector – and all nature lovers – seek to encourage our better selves and those of the wider public? Framing Nature (and Common Cause for Nature before it) seeks to explore this question and find practical, unifying techniques for doing so. We do this in the firm knowledge that we can create a greener, fairer, more wildlife rich world if we work together.
This week we launched the Framing Nature Toolkit. Packed with activities, tools and advice, the toolkit aims to make our words work for wildlife.
The goal of conservation is to help the natural world thrive.
To do this we need the support of decision-makers and the public. Research has shown that framing—the language and associations around any given topic—plays a key role in gaining and maintaining support.
So our language is integral to our goals.
It is time to subject the language we use to the same level of scrutiny as other traditional conservation activities, such as managing the water levels on our nature reserves or understanding the population trends of threatened species.
You’re framing all the time. Read more
Creating and maintaining a sustainable, wildlife-rich world requires active, concerned citizens and a political system capable of rising to the challenge. Governments, businesses and the public will need the space and motivation to make the right choices. The UK conservation sector is large and well-resourced yet, as the recent State of Nature report attests, biodiversity is still in decline. Greenhouse gas emissions continue to rise.
Where is the public concern and political will to address these issues?
In 2012, thirteen UK conservation organisations – including WWF-UK, the John Muir Award, RSPB and CPRE – came together to commission an analysis of the values they promote in their work. Led by PIRC, academic researchers from Lancaster University, Royal Holloway, and Essex University carried out innovative linguistic analysis of six months of external communications of these organisations. The analysis was supplemented by interviews, surveys and workshop discussion with those in the conservation sector. Today sees the release of the resulting report.