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The authors introduce the 'equivalency principle' to resolve uncertainties in setting social discount rates for natural assets. This rule posits that the present value of a naturally preserved land track should be at least equal to the market price of an identical track with permission for residential development. By applying this principle to various case studies and a specific proposed seaport in Pasaia, Gipuzkoa, the paper demonstrates that traditional cost-benefit analyses using high market discount rates often bias results in favor of development, whereas the equivalency principle typically yields much lower discount rates that favor environmental conservation.