The IUCN SSC CEC Behaviour Change Task Force conducted this needs assessment to understand the barriers and opportunities for mainstreaming behaviour change in biodiversity conservation within the IUCN network and beyond, thereby contributing to global nature conservation efforts.
The methodology of this needs assessment was based on a qualitative research approach, employing semi-structured interviews to identify barriers and needs in conservation behavioural sciences. Over a six-month period (January to July 2024), 71 participants were recruited from two main sources: IUCN Commission Networks (Species Survival Commission and Commission on Education and Communication) and key informant recommendations provided by the IUCN Behaviour Change Task Force. To ensure a broad representation of views, the purposive sampling strategy considered geographic diversity, gender balance, and varied sector backgrounds. Interview transcripts underwent a rigorous thematic analysis, using an iterative approach to refine and categorize the key themes, ensuring that both findings and recommendations are well-informed.
Respondents acknowledged the importance of Conservation Behaviour Change in modern conservation efforts, highlighting its growing relevance. Their contributions led to the identification of two major clusters of findings: one centred on “What is holding back conservation behaviour change?” and another on “What is needed to promote behaviour change adoption?” These clusters can be interpreted as barriers to, and needs for, the mainstreaming of behaviour change.
The main barriers identified included an important gap between theoretical knowledge and the practical application of behaviour change strategies, resource constraints, institutional resistance to the social sciences, social and economic pressures, and a predominance of informal training among conservationists rather than formal training. These challenges are further exacerbated by limited access to behavioural science expertise, making them difficult to address.
To promote the adoption of behaviour change, participants highlighted the need for sustainable financial support, strategic collaborations, practical and accessible tools for implementing behaviour change, capacity-building opportunities, expert support, and centralised, curated, and easily accessible information hubs.
To address these needs, the IUCN Behaviour Change Task Force must prioritise the development of tailored, accessible resources and capacity-building opportunities to bridge knowledge gaps. These efforts will support conservationists in designing interventions informed by a robust understanding of human behaviour. While some core insights and recommendations extend beyond the scope and capacity of the Task Force, they may prove valuable to other organisations that share the same vision and objectives of promoting conservation behaviour change.
