Wildlife Consumer Behaviour Change Toolkit

Communications and behaviour change

Understand the basics

Resource from the UK Government Communications Network, about how to translate behavioural change theories into practical communication actions. The document lays the foundation for the Five Step Approach for demand reduction developed by TRAFFIC.

What drives behaviour?

This Consumer behaviour centre provides insights into motives of consumers of certain products, particularly wildlife. Who are they and what choices do they make? Research shows that demand is the most powerful force driving illegal wildlife trade. You will also find information specifically tailored for governments and information about the role of sellers in the consumer market.

Chinese Consumer Report

Brands and Buzz: Understanding How to Reach Today's Chinese Consumers

Chinese consumers are growing more sophisticated and individualistic. They can be segmented by values and product use habits as well as by demographics like age, gender, and city tiers. Read More…

Workshop on Demand Side Strategies

Reducing Demand for Ivory

A compendium of the presentations and proceedings at this landmark workshop in China, January 2015, reviewing the nature of and potential for demand (and supply) reduction interventions to tackle the illegal ivory trade in China


Conservation Communications, Behavioural Change and Reducing Demand

Gayle Burgess explains how conservation has embraced the powerful potential for behavioural science to change consumer purchasing decisions.


A pyschosocial approach to reducing ivory consumption

Drawing from cutting-edge psychology and neuroscience, the guide examines how societal and cultural forces combine with individual experiences and emotions to generate a desire for ivory.