An Eco-wakening: Measuring global awareness, engagement and action for nature

New global research, conducted by the Economist Intelligence Unit (EIU) and commissioned by WWF, shows that public interest in, and concern for nature has risen markedly (16%) in the past five years (2016-2020) and continues to grow during the COVID-19 pandemic. The figures come ahead of International Day for Biodiversity being held on 22nd May by the UN to increase understanding and awareness of biodiversity issues. People all over the world, particularly in developing economies are increasingly aware of the planetary crisis, and this is affecting their behaviour in a rapidly growing global mood that WWF has dubbed an ‘eco-wakening’. In a clear validation of a growing trend, concerned individuals and consumers are acting on their concerns and demanding action over nature loss and biodiversity in an assortment of ways. The report entitled “An Eco-wakening: Measuring global awareness, engagement and action for nature” shows digital activism at play with a 65% increase in the number of Twitter mentions, amplifying concern for nature worldwide, with mentions of nature and biodiversity increasing from 30 million to 50 million in the last four years.

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