Selection criteria for flagship species by conservation organizations

Abstract

SUMMARYFlagship species are among key marketing tools used by conservation organizations to motivate public support, but are often selected in an ad hoc, rather than systematic, manner. Furthermore, it is unclear whether selected flagship species do motivate public support. This paper describes a multi-method exploratory study, carried out in Switzerland, which aimed to determine the selection criteria for flagship species and measure whether a species selected according to these criteria was able to motivate support. Fourteen representatives of international, regional and local conservation organizations were interviewed and the selection criteria for their flagship species were identified. A charismatic species (the great spotted woodpecker) that meets these criteria and an apparently less charismatic species (the clover stem weevil) were selected as treatments in a quantitative experiment with 900 respondents. Using conjoint analysis, it was found that both charismatic and uncharismatic species have the ability to positively influence public preferences for habitat variables that encourage biodiversity in urban landscapes. These results may be used by conservation organizations to assist in the selection of flagship species, and in particular for flagship species that are intended to perform a specific conservation function.

Public preferences for ecosystem-enhancing elements in agricultural landscapes in the Swiss lowlands

“…It should be noted, however, that the responses to these attitude questions are reasonably positive across the whole sample, with a mean response near to two, which indicates a tendency to agree with the statements. This result is in accordance with the results of previous study on the positive attitudes towards nature among the Swiss population (Home et al 2009), which suggests that many people will hold positive attitudes towards any creatures that are regarded as being part of nature.…”

“…McEntee and Mortimer (2013) showed that the effect of single information campaigns is often marginal and providing information of complex environmental issues is particularly demanding, not least because of the multitude of communication and interaction channels and overflow of information. The lack of influence of ecological knowledge, however, contradicts the proposal by Home et al (2009) that the provision of information about the ecological importance of an otherwise uncharismatic species can contribute to its charisma so that, even with no explicit connection to a population, it could potentially be used on a general level as a flagship species. McEntee and Mortimer (2013) suggest that agencies engaging in campaigns to communicate complex and contentious environmental issues should choose a communication approach that is context-appropriate so that the affected communities can be both informed and engaged.…”

“…Lorimer (2006) concluded that the effect of charismatic flagship species acts primarily on the emotional, rather than the cognitive, level. Home et al (2009) found that people who had been provided with ecological information, in the form of the likelihood of presence of a charismatic flagship species, tended to rate favourable urban habitats more highly than those who had received no additional information. In this study, information was delivered as a textual description of the ecological benefits of the landscape elements, i.e.…”

“…Samways et al (1995, p. 491) defined flagship species as 'known charismatic species that serve as a symbol or focus point to raise environmental consciousness'. Flagship species are used to convey an environmental message with few mental barriers to the uptake of the message (Lorimer 2006) and are among the key marketing tools used by conservation organisations to motivate public support (Home et al 2009). The logo of the Smaragd area is an image of the southern damselfly (Coenagrion mercuriale), which possesses many of the characteristics of a charismatic flagship species, and which has been used extensively in the information campaigns that have taken place in the Smaragd area.…”

“…Furthermore, they argue that there is empirical evidence that the provision of either rational or emotional information has the potential to influence people, although emotional messages seem to be more effective than rational information (Gutteling and Wiegman 1996). Home et al (2009) found that information indicating the likelihood of presence of a charismatic species in urban environments appears to increase preferences for habitats that support the species. Leader-Williams and Dublin (2000) found that more support can often be generated for nature protection projects through the use of charismatic species than can be generated using complex ecological concepts, and commented that simple messages have the greatest effect.…”