Ocean Conservation & Campaigning: Species Saviors vs. An Ecosystem Mindset

Within ocean conservation marketing and campaigns, two schools of thought can be identified. The species savior mindset uses emotionally provoking imagery of specific keystone species like the polar bear or sea turtle in order to promote conservation. This method of marketing relies on audience familiarity and emotions and is easily exploitable for greenwashing by companies like Starbucks and Coca-Cola. Alternatively, the ecosystem mindset emphasizes a bottom-up view of the non-hierarchical interconnections between species in the food web, rather than just the minimizing trickle-down effects of keystone species. This form of marketing relates importance of all species to the health of ecosystems, as well as the vitality of biodiversity. This marketing is better suited to the future needs of the conservation movement and would translate better to lasting, meaningful change.