The human dimension of conservation

Conservation has long prioritised the natural sciences, often sidelining the social and behavioural dimensions. Yet, today's environmental threats are overwhelmingly driven by human actions, making conservation fundamentally a behavioural challenge.

System-wide change

I take an impact-driven approach to conservation that blends social and behavioural sciences and has a deep respect for the people and ecosystems we work with. By diving into social research, with an understanding of ecology, we uncover the contributing factors influencing conservation challenges, allowing us to create problem-behaviour-actor maps and prioritise interventions that address root causes and harness opportunities for meaningful shifts in behaviour, attitudes and perceptions.

Working hand-in-hand with teams and stakeholders—from local communities to rangers, scientists and local authorities—we design strategies that influence behaviours to reduce threats. Guided by robust theories of change, the solutions challenge assumptions by integrating research insights, traditional ecological knowledge, and social dynamics, ensuring that the programme activities are not only evidence-based but deeply rooted in place.

At the heart of my approach is learning and growth. I partner with teams to build the skills, tools, and mindsets needed to understand behaviour, reflect on experience, and adapt in real time through comprehensive monitoring and evaluation frameworks. These frameworks go beyond numbers, capturing shifts in mindsets, behaviours, and relationships. Whether sharing insights, reporting to stakeholders, facilitating knowledge exchange, or supporting advocacy, I aim to inspire collaborative action that strengthens communities, informs decision-making, and protects the natural world.

Behavioural sciences for conservation

Understanding what drives human behaviour — what motivates people and shapes their decisions — is central to effective conservation. To support the conservation of large ecosystems it is crucial to influence shifts in everyday actions, such as how people farm, fish, graze, hunt, share traditional knowledge, respond to human–wildlife conflict, and perceive wildlife and protected areas. To achieve this and build the foundation for robust programs around sustainable livelihoods, law enforcement or species protection, we apply insights from research and behavioural sciences to design culturally sensitive and effective strategies that challenge programme assumptions, catalyse behavioural change, and remain deeply rooted in people’s lived realities. These strategies follow the theory of planned behaviour and outline tools to inspire, socialise, and facilitate change; the three essential steps to behavioural change, including leveraging social norms, nudges, and peer influence.

Conduct stakeholder mapping and situational analysis outlining the scope, threats, and socio-environmental conditions, highlighting the connections between conservation threats, behaviours, and actors.
Co-define desired conservation outcomes and success indicators.
Research and analyse the behavioural determinants and underlying root causes that shape decision-making and hinder the achievement of desired outcomes.
Apply behavioural science frameworks (eg. Theory of Planned Behaviour to inform the development of a programme wide Theory of Change that articulates pathways for impact).
Based on insights, design strategies that inspire, socialise and ease behaviour change at multiple levels, incorporating storytelling techniques whenever possible.

Programme development, culture and traditional ecological knowledge

Many communities carry generations of insight into how to live within their landscapes. Through experience, culture, and tradition, they have developed a deep understanding of seasonal rhythms and wildlife — sometimes in ways yet to be discovered by science. Respecting these ways of knowing — and finding meaningful ways to incorporate them into conservation frameworks — is essential to nurture the human dimension of conservation.

In northern Namibia, elders predict wildlife movements based on subtle environmental cues — such as shifts in bird calls or the flowering of specific plants — knowledge now incorporated into seasonal patrol planning. Meanwhile, in the Kavango region, scientists and local communities work together by combining satellite data on elephant movements with the communities’ knowledge of migration routes and daily reports.

Building on these insights, conservation programs are designed with clear priorities, detailed implementation plans, and alignment across complementary pillars such as science, law enforcement, policy, and tourism. Central to this process is inclusive stakeholder engagement — facilitating dialogue, building trust, and navigating diverse interests to create shared strategies. Capacity-building initiatives further strengthen local ownership and ensure that communities are not only contributors but also leaders in conservation action.

Co-design programme activities that integrate traditional ecological knowledge and cultural values.
Strengthen community ownership through trust-building, participation and shared decision-making.
Align co-designed strategies with complementary pillars such as law enforcement, science, policy and tourism.
Establish clear conservation priorities while navigating conflicts and interests among stakeholders.
Develop implementation plans with defined roles, timelines and resources.
Build local capacity through training and knowledge-sharing activities.

Impact monitoring, evaluation and learning

Frameworks that track progress against goals and test key assumptions and causal effects are essential to answer critical questions such as: “Did the intervention influence behaviour?” and “To what extent has ecosystem health improved since tolerance towards lions increased?” This involves designing monitoring and evaluation frameworks, selecting appropriate indicators, piloting data collection tools, and ensuring robust evidence generation.

Equally important is engaging all stakeholders — from scientists to local communities — so monitoring is collaborative and reflective. When communities become active participants rather than passive subjects, valuable knowledge is captured, and people’s connection to the land is deepened, strengthening ownership of conservation.

In Mozambique, for instance, fishers in Inhambane monitor catch data and turtle sightings, contributing to coastal conservation planning while the project carefully tracks changes in fishing behaviours and attitudes towards conservation.

Design and implement monitoring and evaluation frameworks to track progress toward behavioural and impact goals, assess effectiveness, and enable adaptive learning.
Define and apply impact indicator, and develop data collection tools and processes to generate robust evidence.
Engage communities and stakeholders in participatory monitoring approaches.
Translate monitoring data into compelling reports and communication materials to inform decision-making and support stakeholder engagement including donors, scientists, communities and practitioners.

Knowledge sharing, advocacy and science communication

Knowledge sharing is essential for improving programmes, empowering decision-making, and strengthening collaboration across communities and conservation programmes. It includes producing reports, case studies, and communication materials, as well as translating monitoring results and scientific findings into clear, accessible formats.

This requires applying strategic thinking to coordinate diverse perspectives — from scientists, governments, NGOs, and Indigenous communities — and to adapt messages to varied literacy levels and cultural contexts. Tools range from impact films and advocacy documents to infographics, community dialogues, and reflective workshops. By framing messages through insights from behavioural and moral psychology, communication can inspire sustainable behaviours, influence policy, and encourage long-term funding.

In Namibia, for example, a State of the River infographic was used to show local fishers how river health has changed over the past decade under different fishing methods. Similarly, reporting on shifts in community perceptions of natural resources has informed park management plans, ensuring decisions reflect both ecological realities and local values.

Produce reports, case studies, advocacy documents and communication materials that translate monitoring results into clear, accessible formats for diverse audiences.
Create science communication materials that simplify complex insights and engage stakeholders effectively.
Apply insights from moral psychology and behavioural science to frame messages effectively and encourage desired actions.