The complexity and long-term nature of environmental issues can present a communications challenge. In the past, the conservation narrative has been characterised by doom and gloom messaging, effectively blaming people for the sorry state of the natural world. This caused people to feel hopeless, which in turn meant many disengaged from conservation and nature-related issues completely.

With its positive, inspirational messaging that focuses on the wonder of nature and the practical steps we can all take to protect and enhance it, rewilding is different. Today, rewilding landscapes and initiatives across Europe are demonstrating how rewilding can help to fix our climate and boost biodiversity. How rewilding can provide recreational and educational opportunities for communities, enhance human health and wellbeing, contribute to the economic revitalisation of rural areas through the creation of new jobs and businesses, and support the preservation of cultural heritage.

In short, rewilding offers hope of a future where people can thrive alongside healthy, resilient nature. By communicating that hope to people of all backgrounds, those involved in rewilding can trigger positive emotions that inspire long-term engagement and action, rather than short-term reactions.

Providing hope and purpose is one of the fundamental principles of rewilding. And we need to turn hope into action.