Search Climate Insights Directory

The 2026 US National Grasslands Survey reveals that while 71% of Americans are likely to support grassland conservation, grasslands are perceived as the seventh most threatened ecosystem. The report segments the population into five groups—Passionates, Leisures, Environmentalists, Materialists, and Indifferents—and finds that providing information significantly increases the perceived importance of grasslands, moving them from the fourth to the first most important ecosystem among respondents.

The 2021 research indicates a slight rebound in ivory purchases compared to 2020, though levels remain below 2019. While the 'Rejectors' segment remains the largest, 'Diehard Buyers' have increased in number despite a drop in their actual purchase rates. The report finds that combining knowledge of the ivory ban with targeted campaign videos, such as the Ma Weidu campaign, significantly reduces the intention to purchase ivory even among the most persistent buyers.

The report finds that self-reported ivory purchase in the past 12 months reached a four-year low of 12% in 2020. While the 'Diehard Buyers' segment has shrunk from 14% to 8% of the population, those remaining are more persistent, with higher purchase rates and a stronger belief in ivory's artistic value. Conversely, 'Rejectors' have grown to 72% of the sample. The study highlights that while 88% of participants believe ivory trade is illegal, spontaneous awareness of the specific 2017 ban has declined. The Ma Weidu campaign showed strong resonance, particularly among 'Diehard Buyers' and regular overseas travelers, with 74% of future intenders changing their minds after exposure to the ban and the campaign video.

The report finds that while the 2017 ivory ban significantly reduced purchase rates compared to pre-ban levels, demand remains persistent among 'Diehard Buyers' and regular overseas travelers. By 2019, self-reported ivory purchase in the past 12 months rose to 17% from 14% in 2018. The study identifies three consumer segments: Rejectors, Ban Influenced Citizens, and Diehard Buyers, noting that the latter are increasingly likely to purchase ivory in the future. Overseas travel to Thailand, Hong Kong SAR, and Cambodia is a primary channel for ivory acquisition. Awareness of the ban is high when prompted, and conservation campaigns are generally viewed positively, though they are less effective at persuading the most persistent buyers.