The hidden majority: Zoos can enhance their contributions to global biodiversity objectives by reducing taxonomic bias on social media communication

Abstract

Global biodiversity is continuing to decline at an unprecedented rate, with one-third of known species 3 facing the threats of extinction 1, posing significant threats to the global objectives set out by the 4 Convention on Biological Diversity and United Nations Sustainable Development Goals. The 5 Convention on Biological Diversity’s Global Biodiversity Framework (GBF) 2050 Vision for Biodiversity 6 signifies a global commitment to reverse this trend and put nature on a track to recovery 2. To realize 7 this ambitious vision, all actors, including civil society, need to be aware of the vital roles of species 8 and biodiversity in supporting the planet’s wellbeing and nature’s contributions to people, thereby 9 taking appropriate actions to reduce negative impacts on biodiversity 3. Target 21 of the GBF calls for 10 urgent efforts in education, communication and awareness-raising for the general public leading to 11 transformative behavior change in alignment with global biodiversity goals 2. 12 A major but often overlooked cognitive barrier to biodiversity conservation is taxonomic bias - the 13 disproportionate focus on a limited set of species, particularly charismatic megafauna. Taxonomic bias 14 is a pervasive issue widely present across conservation actors, researchers, policymakers and the 15 general public 4–6, shaping a landscape of conservation prioritizing a limited group of usually large and 16 charismatic species while neglecting lesser-known species that make up the majority of global 17 biodiversity 7. This narrow attention can have serious consequences, diverting conservation resources 18 and efforts away from species and ecosystems where conservation is most urgently needed (Martin- 19 Lopez, 2009). At a global scale, taxonomic bias permeates knowledge production and data collection 20 across all aspects of biodiversity 8, creating blind spots in conservation efforts and limiting our ability 21 to protect the full spectrum of life on earth. Reducing taxonomic bias therefore can contribute to more 22 effective delivery of the GBF’s 2050 Vision for Biodiversity. 23 Zoos, together with aquariums and botanical gardens, are well-positioned to tackle taxonomic bias 24 and to play a pivotal role in educating, communicating and raising awareness for the general public 25 on the conservation and values of biodiversity. Annually, 700 million people visit zoo establishments 26 globally, generating substantial engagement opportunities as well as funding for global wildlife 27 conservation efforts 9. Zoos are committed to delivering four main roles: Conservation, Education, 28 Research and Recreation, with Well-being for humans and animals increasingly adopted as the fifth 29 role 10,11. To uphold best practices and high standards in conservation, animal welfare and visitor 30 education, many zoos are affiliated with The World Association of Zoos and Aquariums (WAZA) – the 31 global umbrella association for zoos and aquariums 12. Among zoos’ main roles, Education is perceived 32 as of the highest priority both among zoos and zoo visitors 13. With the rise of online social media 33 platforms, zoos can extend and maintain communication beyond physical reach and on a continual 34 basis 14. Many zoos are using social media, such as Facebook, Twitter, Instagram and YouTube, to share 35 recreational stories and wellbeing updates of zoo residents and communicate about conservation, 36 education and science 15–17. There remains a global knowledge gap in how zoos use social media to 37 communicate to the general public about animal diversity and content aligned with their main roles. 38 Given the growing potential of digital communication for zoos to engage with the general public, it is 39 important to evaluate how zoos utilize social media to address taxonomic bias and promote their 40 broader conservation missions. Here, we conduct a quantitative analysis of the social media 41 communication patterns of 30 WAZA-accredited zoos globally on Facebook. Facebook was selected as 42 it is among the most popular social media platforms used by many zoos, often with the highest 43 follower reach, and was suggested in the WAZA’s Conservation Education Strategy 18. Specifically, we 44 present how zoos promote different animal groups on their social media, the purposes of their 45 communications (conservation, education, research, recreation or welfare) and how this differs across 46 species groups. Then, we use general linear models to quantify how the public engagement differs across the species groups promoted by the zoos and the types of posts. This analysis elucidates how 48 zoos globally can further enhance their social media strategies by addressing taxonomic bias and 49 promoting the diverse spectrum of biodiversity, in support of the Global Biodiversity Framework.