Branding Biodiversity, Futerra's latest report calls for 'Love not Loss'

30 July 2010 | News story

This report argues that we need 'Love not Loss!' and that rather than sob stories of rainforest depletion, the most powerful agent for change will be people's love of nature and the feeling of awe and amazement it brings.

The communications group, Futerra, is making extinction messages extinct with its latest piece of thought leadership on communicating biodiversity.

Branding Biodiversity is a practical guide to effectively communicating biodiversity to business, governments and the public in a way that will change behaviours and policies.

The report argues that we need 'Love not Loss!' and that rather than sob stories of rainforest depletion, the most powerful agent for change will be people's love of nature and the feeling of awe and amazement it brings.

Biodiversity messages are divided into 4 categories; loss, love, need, and action. Branding Biodiversity provides communicators with an effective formula to use in their own messaging.

The report is being launched to coincide with the UN's International Year of Biodiversity and is free to download here.