Rare, a Virginia-based nonprofit, is changing how communities interact with nature by applying behavioral science to conservation. Their Pride campaigns unite cultural identity with environmental protection, shifting behaviors across more than 100 countries and benefiting over three million people.
- Uses behavioral science to inspire conservation worldwide
- Empowers local leaders through culturally connected Pride campaigns
- Measurable impact in fisheries, forests, and sustainable farming
What happened
Rare has pioneered a novel approach to conservation by focusing on human behavior rather than solely on regulations or penalties. By combining social science with ecological expertise, it designs campaigns that connect environmental protection with local identities, encouraging communities to become stewards rather than resource extractors. Their projects span over 100 countries, aiding more than 3.2 million people.
Originating with a successful campaign to save the Saint Lucia parrot in the 1980s, Rare’s model uses community pride as a key motivator. The nonprofit continues to expand its impact by applying behavioral science to multiple environmental challenges, creating programs like Fish Forever, which has doubled fish populations at numerous coastal sites by fostering sustainable fishing practices embraced by local fishers.
Why it feels good
Rare’s approach emphasizes empowerment and positive motivation, making conservation a source of pride rather than obligation or fear. This respectful strategy values the cultural connections people have with their environment, leading to deeper, more sustainable behavioral shifts that traditional methods often fail to achieve.
Seeing communities protect species and ecosystems they once exploited inspires hope and demonstrates that large-scale environmental challenges can be met with solutions rooted in understanding people’s values and motivations. The success stories tell of thriving wildlife and improved local livelihoods, making conservation a shared achievement.
What to enjoy or watch next
Rare continues advancing its mission through the Coastal 500 initiative, which connects over 500 local leaders championing sustainable fisheries worldwide. Programs like Fish Forever offer measurable successes worth following as they grow and inspire similar efforts globally.
Beyond fisheries, Rare’s Lands for Life program empowers farmers with climate-smart methods to sustainably manage watersheds and reduce emissions, showing how behavioral science can support diverse environmental goals. Keeping an eye on these expanding initiatives offers insight into innovative conservation that harmonizes human and ecological well-being.