Framing Nature Toolkit

Public Interest Research Centre, 2019

Download Framing Nature Toolkit

We all share values that are associated with justice, compassion and environmental concern, and we also all share values associated with image, competition and self-interest. These two sets of values are psychologically in conflict. This means that reading about the beauty of nature – or the experience of being in a park – can engage environmental values and at the same time suppress self-interested or materialistic values. It also means that being encouraged to think about profit and image will suppress environmental concern.

How can the conservation sector – and all nature lovers – seek to encourage our better selves and those of the wider public? Framing Nature (and Common Cause for Nature before it) seeks to explore this question and find practical, unifying techniques for doing so. We do this in the firm knowledge that we can create a greener, fairer, more wildlife rich world if we work together.

Find out more about the Framing Nature Toolkit on the Public Interest Research Centre website