Public attitudes and perception of landscape features, species and certain land-management practices affect the ability to initiate conservation actions (Witter 1990). Information distribution is an important element in obtaining public support for conservation actions (Peyton 1990). Awareness and knowledge are two building blocks in establishing citizens' attitudes, values and patterns of action (Barro & Manfredo 1991). Several threats identified in this document relate directly to social attitudes about landscape features, species and management practices. See the Social & Economic Overview for more information about basic attitudes about natural resources and natural resources management in Michigan and changes over time.

When asked to evaluate the importance of preserving habitat for rare and endangered species, nearly 90% of respondents to surveys, conducted over a three-year period in Michigan, indicated they either 'strongly agree' or 'mildly agree.' Yet, when respondents ranked the importance of endangered insect protection, 23% indicated it was 'not at all important.' This percentage was three times higher than that for any other taxonomic group, including plants (Koval & Mertig 2002). These results demonstrate a disconnect in the public's mind about relationships between species it considers important (mammals, birds, fish, reptiles and amphibians) and other species, and the importance of those relationships to ecological functions and persistence of all wildlife.

This survey result also illustrates the public's tendency to label wildlife species or groups based on perceived values ranging from bad to good. This tendency led to a campaign involving lethal control of wolves and many other predators, which spanned more than 100 years. Although education efforts have helped to change sentiments towards predators, negative attitudes still persist and can restrict management options. Snakes, as a group, are viewed negatively, and, therefore, human encounters often result in death of individual snakes.

Attitudes that impede conservation actions are usually due to misinformation, lack of information or lack of awareness. Misinformation has the potential to produce significant negative attitudes. For instance, use of fire as a management tool is a controversial issue. For nearly half a century, campaigns by government agencies (e.g., Smokey the Bear) informed the public about the dangers of forest fires, with little mention of their benefits. Over the years, research has shown that fire is an essential part of many natural systems. Land managers now recognize prescribed burns as a valuable tool, yet the stigma of uncontrolled wildfires and earlier information campaigns remains. Fortunately, sound information on ecological benefits can frequently alleviate concerns relating to the use of fire in habitat management (Courtner et al. 1984, Nielson and Buchanan 1986).

In some instances, individuals may be aware of certain issues, but possess only a small amount of information. In these cases, individuals may develop attitudes by making inferences or using unrelated information to fill in gaps. For example, people tend to discount or downgrade the importance of landscape components for which they possess little knowledge. A major barrier to sustaining or restoring early-successional communities, such as shrubland, is the perception that they are uninteresting or unappealing (Askins 2001), and, therefore, not valuable.

The most difficult hurdle to overcome is a lack of awareness. In certain instances, members of the public may view themselves as having no connection to the issue or resource. For example, wetlands are often labeled as 'wastelands,' with no acknowledgment of the many valuable roles they play. A property owner may know of an area in his/her woodlot that floods annually, but unless the owner obtains an awareness of the importance of ephemeral wetlands in ecological processes and to wildlife diversity, he/she may not be motivated to conserve the site. Urban residents who do not participate in activities directly involving natural resources may be less likely to see a connection between themselves, Michigan's landscapes, and the wildlife that inhabit them. Reaching these individuals will be challenging.

By increasing awareness and knowledge of the ecology of the Great Lakes region, citizens can be advocates for strategies that support long-term sustainability and management of natural resources for future generations. In addition, a deeper awareness helps guide individual behavior so citizens become more effective stewards of their homes, communities and neighborhoods. Wildlife will benefit when the common mind-set in which 'the human domain' is separate from 'the natural domain' shifts to one in which humans and our actions, constructs and consequences are viewed in the context of a global domain.

Conservation Needs to Address Social Attitude Threats:

Land, Water & Species Management

• Develop management actions that reflect results of public opinion assessments of emerging wildlife issues to increase public support

Education & Awareness

• Develop and distribute scientifically accurate information to raise awareness of Michigan's landscape features and species
  
  
• Respond proactively to misinformation, whether in the media or within specific user groups
  
  
• Encourage contact between the public and resource professionals and provide information through interpretive trails, planned tours, and facilities
  
  
• Provide or encourage existing volunteer opportunities for stewardship involvement at both species and landscape levels
  
  
• Provide information on management techniques, their use, and importance in stewardship of landscape features
  
  
• Develop and implement a statewide environmental education program focused on biological diversity
  
  
• Promote public participation in stewardship activities to improve the connection with and understanding of natural systems and processes
  
  
• Develop partnerships between zoos, agencies and other NGOs to provide more information about native species, biodiversity, native habitats, and habitat and species management at zoos

Capacity Building

• Distribute information to private landowners to explain their role in stewardship of landscapes in Michigan, with management options for implementation
  
  
• Provide opportunities for meaningful public input into management actions and options

Research, Surveys & Monitoring

• Monitor the success of various education and awareness programs, projects and techniques
  
  
• Conduct periodic public opinion assessments to identify emerging wildlife issues
  
  
• Determine how and why cultural activities have fostered the retention of remnant natural landscape features in some locations