“…Conservation campaigns have tended to insufficiently address complexities in natural systems, 13,41 lack sufficient assessment of impact, 21 focus on nature outcomes over social outcomes, 22,42,43 inadequately address inclusion of diverse perspectives and worldviews in their formulation, 10,30,43,44 inadequately address inequities and responsibilities for historical loss, 22,45 and risk being used as an umbrella for incomplete actions. 40,46 We focus on a dominant narrative in the run-up to COP15 in December 2022, on ''nature positive,'' 33 to illustrate the pitfalls facing implementation of the GBF, and to contribute new insights on where to raise the ambition and transformational nature of current campaigns to support the strongest possible implementation of the GBF. The stakes are higher than ever, not just because the state of nature is worse than at the start of each previous decadal plan, with unprecedented extinction rates 10,47 and proximity to biosphere tipping points, 48,49 but also because the GBF sets goals for 30 years, compared to 10 for its predecessors.…”