Rare, a nonprofit based in Arlington, Virginia, is reshaping conservation by focusing on human behavior. Its approach uses behavioral science to engage communities across over 100 countries, empowering them to become stewards of threatened ecosystems through pride and culturally meaningful campaigns.
- Rare’s campaigns connect conservation to cultural pride in 100+ countries
- Fish Forever program doubles fish populations using community-driven management
- Behavioral science identifies and removes barriers to sustainable farming and fishing
What happened
Rare has pioneered a conservation model that explains and addresses the human behaviors underlying environmental challenges. Starting in the 1980s with an innovative social marketing campaign in St. Lucia that turned the endangered parrot into a symbol of national pride, Rare has since expanded its approach worldwide. The nonprofit trains local conservationists to design grassroots campaigns that resonate culturally, effectively shifting communities from resource extraction to environmental stewardship. These efforts have reached 3.2 million people in more than 100 countries.
Rare launched its Center for Behavior & the Environment in 2017 to deepen the use of behavioral insights in conservation. Its flagship program, Fish Forever, promotes sustainable coastal fisheries through managed access and no-take reserves, applying behavioral science to foster local support and long-term ecological recovery. Data from 41 sites show fish populations have doubled, and the Coastal 500 initiative has mobilized over 500 community leaders globally to champion sustainable practices.
Why it feels good
Rare’s approach appeals because it respects and uplifts local cultures by linking conservation to identity and pride, rather than resorting to fines or restrictions that often alienate communities. By understanding what drives people’s choices, Rare crafts interventions that feel meaningful and achievable, giving individuals and communities ownership over their environment’s future. This empowerment leads to more sustainable behaviors that last beyond temporary campaigns.
Additionally, Rare’s rigorous measurement methods ensure programs deliver real impact,—from increased awareness and behavior adoption to measurable reductions in threats like overfishing and deforestation. Knowing that changes stem from people’s genuine engagement and are backed by data reinforces trust in the process and motivates further commitment.
What to enjoy or watch next
Looking ahead, Rare is expanding its reach by integrating behavioral science within policy and finance frameworks to support frontline conservation globally. Its Lands for Life program applies these techniques to climate-smart agriculture, helping farmers overcome barriers to adopting sustainable practices that protect ecosystems and reduce emissions without prescribing one-size-fits-all solutions.
Conservation enthusiasts can follow Rare’s continuing impact as it nurtures networks like the Coastal 500 to scale community-led solutions, blending science, culture, and innovation. These efforts offer inspiring examples of how shifting human behavior can create a thriving future for nature and people alike.