However, there is surprisingly little research into how people respond to biodiversity messages, but this information is valuable for understanding why policies, management approaches, and campaigns succeed or fail.
But does nature have a price? This was again debated last year when the Great Barrier Reef was valued at $56 billion.
While the goal of protecting ecosystem services is absolutely legitimate, and the terminology could be considered useful in business and science, we believe it has had limited success in increasing public interest and support for nature. The idea of using the ecosystem services terminology is only useful for nature to be better interpreted and considered by policy makers.
People are not strictly rational and are easily influenced by emotions, opinions are changed by being presented with new information (climate change is an example). This again brings into question the effectiveness of the ecosystem services approach as a communication tool.