Pollinator pathways: Identifying strategies to engage drivers through creative segmentation

Pollinators are declining worldwide due to human-induced factors including land use conversions, urbanization, and climate change. Relatedly, human behavior is expected to play a central role in addressing pollinator decline, making complex social science research essential to protecting biodiversity. Pollinator-friendly roadsides represent opportunities to provide habitat and connectivity in relatively underutilized landscapes. This study revealed insights to guide future strategies for increasing public support for pollinator-friendly roadsides. Electronic survey data from 1051 Floridians revealed positive attitudes, very low knowledge, and varying willingness to take action to support pollinator-friendly roadsides. The largest proportion did not actively support pollinator-friendly roadsides and were not considering doing so. Four segments emerged: Pollinator Patrons (with moderately positive attitudes, positive willingness to support pollinator-friendly roadsides, actively supporting such initiatives), Positive Pollinator Passerbys (with positive attitudes, neutral willingness to support, lack of interest in supporting), Pollinator Ponderers (with neutral attitudes, willingness to support, contemplation over taking action), and Pollinator Advocates in Waiting (with strongly positive attitudes, positive willingness to support, preparation to support such initiatives). Segments were differentiated more by benefits of pollinator-friendly roadsides they perceived than by the barriers they perceived. The Pollinator Advocates in Waiting may engage in support of pollinator-friendly roadsides with minimal persuasion and may be the first target for future campaigns. Implications of the study include demonstrating that audience segmentation based on behavioral readiness and attitudes can effectively guide targeted communication strategies to increase public support for pollinator-friendly roadsides. By identifying and tailoring outreach to segments such as the Pollinator Advocates in Waiting, practitioners can more efficiently mobilize public action to enhance biodiversity in underutilized roadside landscapes.