Source: NZ Department of Conservation
Date: 02 September 2025
The research was commissioned to inform DOC’s Always Be Naturing campaign which launched yesterday. Undertaken by market research agency TRA, it looks at New Zealanders’ attitudes towards nature, and barriers and motivations for taking action for it.
“Always Be Naturing is simple. No matter who you are, or where you live, you can do something for nature every day,” says DOC Deputy Director-General Public Affairs, Sia Aston.
“The research shows us all the right ingredients are there to turn the dial.
“It’s unsurprising but still makes me proud to see 97% of us feel we are connected to nature and 98% of us care about protecting and restoring it.
“But the flip side – we might not realise at DOC managing conservation challenges every day – 89% of people think nature is in good shape.
“The truth is, nature is in trouble. It needs us now more than ever. If we want our grandchildren to experience nature as we know it, we all need to take more action, now.
“Habitat loss, over-exploitation, introduced invasive animals and plants, pollution and climate change are devastating our environment. New Zealand has 4000 species threatened or at risk of extinction. More alarmingly, over 63% of our ecosystems are threatened with collapse.”
The research reveals many New Zealanders are willing to take biodiversity and conservation actions but can feel overwhelmed or are unsure how. It found people are motivated by the idea of protecting their local area, because it helps improve their health, they’re proud of New Zealand’s nature, and to have fun with others.
“Nature needs more action, faster. We have an important job ahead to flip the script and raise awareness of what’s really going on, but also to show what’s possible when we all do our bit,” says Sia.
“Every day at DOC we see evidence that when we take action for nature, nature bounces back.
“The good news is many people are already setting a stellar example. More than half the population took some kind of action to protect nature in the last 12 months. It’s a great foundation to build on.”
New Zealanders are uniquely placed to be global leaders in normalising looking after nature as something we all do each day, says Sia.
“Nature is our biggest asset, and it’s also our insurance policy against climate change. It’s central to our economy and way of life.
“DOC’s Always Be Naturing campaign is designed to build on our national love for nature and make it simple for everyone to take small, regular steps that add up to deliver big results.
“Our actions now will make all the difference.”
Read the full report (PDF, 22,072K)
Always Be Naturing
Always Be Naturing celebrates New Zealanders’ love of nature and encourages everyone to get involved. DOC is one of many organisations protecting nature, and we need the collective effort of all New Zealanders so nature thrives for generations to come. Find out how you can help: Always Be Naturing
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