Hmn-384 -

The messaging treatment within the "Nature for whom?" study highlights a pivotal moment in conservation communication. While human-centric messaging is an essential tool, the research suggests that framing nature as a beneficiary of its own right (NON) is often more compelling, challenging the industry to reconsider how they frame their advocacy efforts. Key Findings Summary Attitudes HMN, NON, and COMB were equally effective. Donations Nonhuman (NON) messages outperformed Human (HMN) messages. Conclusion "Nature for people" is not proven as superior.