One of the most common mistakes nature protection and pollution control experts make in their communications efforts is to mishandle the economic issue. Because we often find ourselves up against (and sometimes losing to) business interests making economic arguments, it seems like we should make an effort to win on that point. Here’s the latest example that landed in my inbox — an email from the good folks at Restore America’s Estuaries — but I see lots of similar examples:

I’m sure if I actually read the report that I would learn how estuaries provide gazillions of dollars in various economic benefits to society, including fisheries, outdoor recreation, protection from storms, higher property values, etc… For the record, I believe it.

But when it comes to everyday citizens, there are two things you have to keep in mind. They:

• Won’t read a report like this in appreciable numbers
• Are very skeptical about these kinds of claims, particularly from people like you

This second point often dismays people like us, but it well documented. Here’s one good quote:

A finding that deserves emphasis here is that the contribution of fishing and boating to the local community and the conservation of natural resources is not seen as believable.

Source: Anglers and Boaters Attitudes Towards Various Messages That Communicate the Benefits of Fishing and Boating: Results of a Series of Nationwide Focus Groups, Responsive Management, 2001

So what’s a good conservationist to do? When you’re trying to reach everyday citizens, I have two suggestions:

• Have economic interests make the economic argument for you. This is the best way. Remember that the economic story that works for everyday citizens is very simple: people losing their jobs or struggling to afford life’s basic necessities. If you can find regular people who will tell these stories in public for you, go for it. But nature protection and pollution control experts touting abstract and hard-to-understand economic studies are not believable.
• Respond to econmic arguments by emphasizing family togetherness and health. These arguments are compelling to everyday citizens, and everyday citizens believe them coming from you.