Editor James Blignaut
Toward a systematic approach for identifying conservation flagships
Article first published online: 29 NOV 2010
©2010 Wiley Periodicals, Inc.
Volume 4, Issue 1, pages 1–8, February 2011
How to Cite
Verissimo, D., MacMillan, D. C. and Smith, R. J. (2011), Toward a systematic approach for identifying conservation flagships. Conservation Letters, 4: 1–8. doi: 10.1111/j.1755-263X.2010.00151.x
- Issue published online: 5 FEB 2011
- Article first published online: 29 NOV 2010
- Accepted manuscript online: 15 OCT 2010 12:22AM EST
- Received , 17 June 2010, Accepted, 27 September 2010
- flagship species;
- return on investment
Flagship species are frequently used by conservation practitioners to raise funds and awareness for reducing biodiversity loss. However, uncertainty remains in the academic literature about the purpose of flagship species and little research has been conducted on improving the effectiveness of these campaigns. To reduce this problem, here, we suggest a new definition that further emphasizes their marketing role and propose an interdisciplinary framework to improve flagship identification, based on methodologies from social marketing, environmental economics, and conservation biology. This framework emphasizes that conservationists should specify the purpose of a campaign before working with the potential target audience to identify the most suitable species, and should monitor the success of their campaigns and feed this back into the marketing process. We then discuss the role of return on investment analyses to determine when funds are best spent on high-profile flagships and when raising the profile of other species is more appropriate. Finally, we discuss how the flagship concept can be applied to other aspects of biodiversity, such as priority regions and species sharing specific traits. Thus, we argue for closer collaboration between researchers and marketing experts to ensure that marketing becomes a mainstream part of the interdisciplinary science of conservation.