Wändi Bruine de Bruin still remembers the moment she realized scientists were speaking a different language than the public. It wasn’t in a lab or lecture hall—but in conversations with neighbors, parents at school events, and friends who cared deeply about nature but didn’t know what "biodiversity loss" meant. Now, her new study confirms what that gut feeling suggested: the words we use matter deeply when it comes to protecting life on Earth.
At least 1 million plant and animal species are at risk of extinction, according to the Intergovernmental Science-Policy Platform on Biodiversity and Ecosystem Services (IPBES). Yet efforts to rally public action often use terms like "biodiversity crisis"—language that fails to connect. Bruine de Bruin, a professor at the University of Southern California, led a study with 7,338 U.S. adults to test how different phrases shape concern and support for conservation. Participants were randomly assigned one of six terms—like "nature loss," "extinction crisis," or "extinction of plants and animals"—and asked how worried they felt and whether they’d back protective policies.
The results were clear. "Extinction of plants and animals" was the most familiar and concerning term, sparking strong reactions even without extra explanation. In contrast, "biodiversity loss" and "biodiversity crisis" ranked lowest in both familiarity and concern—even when paired with photos and definitions. "Nature loss" performed well, but only when presented with context. The pattern held across political beliefs, ages, and backgrounds, showing this isn’t about ideology—it’s about clarity.
The findings come at a critical time. As delegates gather in Yerevan, Armenia for the U.N. Biodiversity Conference, the study offers a simple but powerful message: speak plainly. "Almost everyone has heard of extinction and wants to support policies to save plants and animals. But if you use unfamiliar terms to describe it, then people are not as concerned or willing to act," Bruine de Bruin said. Co-author Moa Cortobius, with Save the Children International, hopes the results guide global leaders in making their reports and calls to action more accessible—so children, communities, and policymakers alike can understand and respond.
This isn’t the first time Bruine de Bruin’s team has uncovered this pattern. Earlier research showed that "climate change" and "global warming" resonated more than dramatic terms like "climate emergency." The lesson is consistent: simple, familiar language builds understanding and urgency. As the world faces unprecedented environmental challenges, one solution may be surprisingly straightforward—just say what you mean.