To raise biodiversity awareness effectively, communicators should be aware of knowledge levels in their audiences. Species identification skills have been used in the past as a measure of what people know about species, yet it is not known whether they serve as good indicators. To study the link between species identification and in-depth species knowledge, we presented an animal knowledge test to an online audience of over 7,000 Dutch adults, and used correlation and regression analyses to determine the extent to which species identification predicts in-depth knowledge about species’ origin, habitat, diet, and behavior. We found that in-depth knowledge was higher in those who correctly identified species as compared with those who did not correctly identify species, for all four types of in-depth knowledge. Moreover, as compared to alternative variables (work, age, gender, and educational level), species identification was by far the best predictor for in-depth knowledge about species. However, species identification levels were generally higher than levels of in-depth knowledge, and knowledge gaps and misconceptions were uncovered. The results confirm the value of species identification tests, but also highlight limitations and challenges that should be taken into account when establishing knowledge levels and communicating biodiversity.

While animal biodiversity is declining globally, cultural representations of animals are highly prevalent in society and play an increasing part in shaping children’s perceptions of animal diversity. We studied animal portrayals in children’s picture books in the Netherlands, and coded over 2,200 animals from 217 award-winning books. We found a strong bias toward vertebrates, mammals in particular. Mammals were featured more often than other animals, played more prominent roles in the story, and were visually and textually specified more strongly. Furthermore, exotic and domestic species outnumbered native species. Picture books currently are likely to reinforce children’s perceptions toward only a small part of animal biodiversity. While we realize that picture books have other primary aims, picture book makers could be inspired and encouraged to diversify and specify their portrayals of the natural world. This would broaden children’s perceptions of the animal kingdom and could help foster lasting connections to biodiversity.

Biodiversity is a fundamental part of sustainable development, yet it is threatened by numerous factors associated with human population growth. The current lack of broad-based support for biodiversity conservation may be explained by the widening gap between people and nature. In order to conserve biodiversity, people should be engaged in biodiversity, yet it is not yet clear what potential is present in highly urbanized environments. We conducted semi-structured interviews with twelve biodiversity communicators in the Netherlands, a highly urbanized country, and used their perceptions and experiences to explore motivations, opportunities and challenges for expanding the role of biodiversity in people’s lives in an increasingly urban world. Overall, the interviewees perceived the current role of biodiversity in laypeople’s lives to be too limited, but they were positive about the potential to expand the role. Based on communicators’ perceptions potential lies in a combination of direct exposure to biodiversity outdoors, the media, and education. Furthermore, strategically designed communication is also expected to play an essential part in opening people’s eyes for biodiversity. The results are valuable both at national and international levels, as they can motivate and aid professionals operating in urbanized contexts at reaching out to their audiences about biodiversity.

While cultural products such as clothes are usually not designed with an educational goal in mind, they may still raise biodiversity awareness. This study explored the portrayal of animal biodiversity on children’s clothing marketed by three major clothing retailers in the Netherlands. Findings showed that although nonhuman animals were a common theme, diversity was quite low. The portrayal was centered on mammals, in particular exotic and domestic species, and a gender binary was uncovered, restricting animals such as dinosaurs to boys’ clothes and butterflies to girls’ clothes. Moreover, portrayals were often highly simplified and anthropomorphic, which reduced recognizability. The results show that children’s clothes currently do not offer the balanced and iconic depiction of animal biodiversity needed for broadening people’s perceptions. To achieve a more extensive representation that can help connect people with biodiversity, a shift in ideas will be required of what animals are suitable to portray.