Pollinator pathways: Identifying strategies to engage drivers through creative segmentation

Area of Science:

• Conservation Science
• Social Science Research
• Biodiversity Protection

Background:

• Global pollinator decline driven by human activities like land use change, urbanization, and climate change.
• Human behavior is critical for addressing pollinator loss, necessitating social science insights.
• Pollinator-friendly roadsides offer potential for habitat and connectivity in underutilized areas.

Purpose of the Study:

• To understand public attitudes, knowledge, and willingness to support pollinator-friendly roadsides.
• To identify key factors influencing public engagement with pollinator conservation initiatives.
• To guide strategies for increasing public support for roadside pollinator habitats.

Main Methods:

• Conducted an electronic survey of 1051 Floridians.
• Analyzed survey data to identify public segments based on attitudes and behavioral readiness.
• Examined perceived benefits and barriers influencing support for pollinator-friendly roadsides.

Main Results:

• Floridians exhibited positive attitudes but low knowledge regarding pollinator-friendly roadsides.
• Four distinct public segments were identified: Pollinator Patrons, Positive Pollinator Passerbys, Pollinator Ponderers, and Pollinator Advocates in Waiting.
• Perceived benefits, rather than barriers, were more significant in differentiating these segments.

Conclusions:

• Audience segmentation effectively guides targeted communication for increasing public support for pollinator-friendly roadsides.
• The 'Pollinator Advocates in Waiting' segment shows high potential for engagement with minimal persuasion.
• Tailored outreach strategies can mobilize public action to enhance roadside biodiversity.