Source: NZ Department of Conservation
Date: 01 September 2025
In an open letter to the world and on digital billboards, which went live overnight in Auckland, Wellington and Christchurch, DOC revealed it has “counted” all of nature and the total is 695 billion.
Department of Conservation Director General Penny Nelson says the new population is a “playful, back-of-the-envelope estimate,” and is a representative number to reframe the way people see nature.
It’s part of a major new campaign launched today that invites New Zealand to “Always Be Naturing.“
“This is a hugely different approach for DOC. We want to spark curiosity and conversations around all the amazing plants, birds, and marine life we have in this country and what we stand to lose if we don’t look after it.
Nature is so important for the air we breathe, the water we drink and soil we grow our food in. Our economy relies on it. We count on nature for so many things.
“The 695 billion number came from playing with some data sets and having a go at estimating the population of all visible living things, like birds, fish, plants, and trees. We obviously couldn’t count all the slugs and bugs,” she laughs.
Penny Nelson says new DOC commissioned research shows 90% of New Zealanders cared about nature but 89% believed it was in ‘good shape’ which was disconnected from the reality of the situation.
“There are just 238 kākāpō left, fewer than 40 tara iti (New Zealand fairy tern) and 4000 native species that are threatened or at risk of extinction. 63% of our ecosystems are on the brink of collapse. These are the numbers we want everyone to be aware of,” she says.
Penny Nelson says the research also revealed many people wanted to take action to help but didn’t know what to do and wanted more information.
“We know when we take action, it makes a tangible difference – nature is resilient and can bounce back. This is why we are launching the Always Be Naturing campaign, to encourage people to view nature differently, get out and get amongst it, and take action.
By combining everyone’s efforts – Government, businesses, iwi, organisations, communities, and individuals – we can create change that is bigger and longer lasting.
Our goal is to create momentum over time, building a nation who value what nature gives us and who recognise we all have a responsibility to care for it.
DOC is focused on delivering the highest value conservation work for the investment we have. We have always needed others to help care for nature, that’s true now more than ever. This programme is about engaging New Zealand to take action, unlocking new funding streams through private sector investment and collaborations, and creating a strong culture of conservation.” she says.
Penny Nelson says DOC has built new digital tools on its website to make it easier for people to get involved and find a range of different options depending on people’s location and interests.
“You could build a bird feeder in your backyard, plant native grasses or shrubs, put a bell on your cat, donate money or join a local conservation group. Every action will help.
“Businesses are a powerful voice and can spread the word to their staff and customers, as well as invest directly into projects that make a difference, or look at the impact their business has on nature.
The campaign also encourages people to get out into nature. “There is nothing like being there to encourage a connection and motivate action.”
There are lots of different ways you can be ‘naturing,’ she says. By combining our efforts and expertise we can go further together and make the change nature needs. Conservation is not just for the experts, it’s for everyone.”
NATURE LOOKS DIFFERENT FROM HERE
Nature isn’t scenery. Nature is a society that we rely on for everything, every day. It’s behind our identity and our way of life.
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