Wildlife Consumer Behaviour Change Toolkit
A structured approach to change consumer behaviour

TRAFFIC-5steps-model
A long-term solution to the global poaching crisis, requires strategies aimed at changing consumer behaviour. Research show that the power of the demand is the strongest driver of poaching and illegal wild life trafficing. To develop a structured approach, TRAFFIC convened a meeting of creative experts from a diverse range of professional backgrounds—including advertising and marketing, social research, behavioural economics, public health and wildlife trade. Their insights helped in the development of a five-step approach to changing the attitude of consumers towards the consumption of wildlife products.

Download the meeting report

Full meeting report of the Creative Experts workshop on messaging to reduce consumer demand for tigers and other endangered wildlife species in Vietnam and China:
Download report (pdf)