Marketing insects: can exploiting a commercial framework help promote undervalued insect species?,Insect Conservation and Diversity

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Marketing insects: can exploiting a commercial framework help promote undervalued insect species?
Insect Conservation and Diversity ( IF 3.2 ) Pub Date : 2020-03-04 , DOI: 10.1111/icad.12405
Adam G. Hart ₁ , Seirian Sumner ₂

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1. The potential decline of insects and their contribution to ecosystem services is a matter of immense concern. 2. Reversing the current degradation of the natural world will require substantial attitudinal and behavioural shifts, but for this to occur people will need to buy‐in to decisions and choices that may be less desirable than those they currently make. 3. People will also need to appreciate the importance of ecosystems, habitats and species that are currently regarded as uncharismatic, including of course a great many insects and other invertebrates. To do this requires a radical shift in our approach to marketing the natural world in general and insects in particular. 4. We propose adopting the approach used so successfully in commercial marketing; the 4Ps framework (product, price, place and promotion). We outline examples of how this would result in more informed and effective ways to market biodiversity, expanding focus away from species traditionally considered charismatic. The public perception of insects, a group that includes some of the most loved and many of the most disliked taxa on the planet, could potentially be substantially improved by the use of this approach. 5. If such a marketing strategy can raise their perceived value, it follows that the public may care more about insects and empower conservation action.

中文翻译：

销售昆虫：利用商业框架可以帮助促进被低估的昆虫物种吗？

1.昆虫的潜在数量下降及其对生态系统服务的贡献令人极为关注。2.要逆转当前自然界的退化，将需要重大的态度和行为转变，但要实现这一点，人们将需要接受可能比他们目前所做出的决定和选择低的决定和选择。3.人们还需要认识到目前被认为具有超凡魅力的生态系统，栖息地和物种的重要性，当然包括许多昆虫和其他无脊椎动物。要做到这一点，就需要从根本上改变我们推销自然界（尤其是昆虫）的方法。4.我们建议采用在商业营销中成功使用的方法；4P框架（产品，价格，位置和促销）。我们列举了一些示例，说明这将如何以更明智和有效的方式推销生物多样性，从而将重点从传统上具有魅力的物种扩展到其他领域。通过使用这种方法，可能会大大改善公众对昆虫的认识，该昆虫包括这个星球上一些最喜欢的和许多最不喜欢的分类单元。5.如果这样的营销策略可以提高其感知价值，那么公众可以更加关注昆虫并授权采取保护行动。使用此方法可能会大大改善。5.如果这样的营销策略可以提高其感知价值，那么公众可以更加关注昆虫并授权采取保护行动。使用此方法可能会大大改善。5.如果这样的营销策略可以提高其感知价值，那么公众可以更加关注昆虫并授权采取保护行动。

更新日期：2020-03-04

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