Mass support for conserving 30% of the Earth by 2030: Experimental evidence from five continents

To combat ongoing biodiversity loss, scientists have called for 30% of land, waters, and seas to be conserved by 2030. Nearly all nations have recently ratified the target, but exceptional efforts are needed from political leaders to achieve it within the short time frame. We study a main determinant of political feasibility, public opinion, of the target in eight countries: Argentina, Brazil, India, Indonesia, South Africa, Spain, Sweden, and the United States. We find that the general public in these countries is strongly in favor of the target, and we experimentally test how policy design can bolster or hinder support. These findings have practical implications for how efficient biodiversity protection can be promoted within the remit of public acceptance.