Social value shift in favour of biodiversity conservation in the United States

Global biodiversity loss is indicative of the massive influence of human activity that defines the Anthropocene. Some scholars argue that changes in behaviour at the scale necessary to address this crisis will require wholesale change in cultural values. However, evidence is lacking on whether values are shifting. To better understand this phenomenon, we analysed long-term, large-scale trend data regarding wildlife values in the United States, collected through a 19-state survey in 2004 (n = 12,673) and 2017–2018 (n = 20,674). Findings confirmed an increased endorsement of mutualism values (seeing wildlife as part of one’s social community and deserving of rights like humans) accompanied by a decline in values emphasizing domination (treating wildlife as resources to be used for human benefit), a trend further visible in cross-generational cohort analysis. We also found strong associations between state-level values and trends in urbanization, connecting the shift to macro-level socioeconomic factors. Results suggest positive outcomes for conservation but the field’s ability to adapt will be critical to realizing those outcomes.