Emotional Bonding and Sustainability

'Sustainability for Sarteneja (SfS) is working towards emotionally bonding children to the environment.'

Individuals bonded to the environment and conservation will be the main future drivers of biodiversity conservation. Emotional bonding occurs primarily at about 3 to 5 years of age. Therefore, the conservation community must provide appropriate activities and educational experiences for children in this age group.

Moral Influence and the Internet

'SfS develops public support for sustainability.'

A 90% decline in public interest in environmental subjects from 2001-2009, as shown by Google Trends, is a serious threat to global conservation. The only environmentally related subjects with increased public interest were climate change and sustainability.

Mccallum ML, Bury GW. Google search patterns suggest declining interest in the environment. Biodiversity Conservation. DOI 10.1007/s10531-013-0476-6

Environmental policy depends on public support. If public support declines below a certain level, political policy may proceed down a ‘‘spiral of silence’’ in which publicly voiced pro-conservation opinions are suppressed due to fear of sanctions by peers, or in the case of politicians, distancing voters.

Moral influence is a major driver behind public support, through its effect on cultural attitudes and personal motivation. To achieve conservation goals moral influence in favour of sustainability must be fostered through a strong presence on the Internet and other news and information services. Media activities where possible should strive to achieve a moral reflection on sustainable management.