Charismatic Megafauna

For at least the past 50 years, charismatic mammals and birds have been selected as “umbrella” or “flagship” species to promote conservation efforts. Vernon Heywood, the author of Global Biodiversity Assessment (1995), defines them as “popular, charismatic species that serve as symbols and rallying points to stimulate conservation awareness and action.” In other words, they are selected for their public relations, conservation awareness, fundraising, and favorable mass appeal. The mass appeal of a charismatic megafauna is that they are viewed positively and admired as having cute, cuddly, large, majestic, or furry qualities. Well-known examples of charismatic megafauna are bald eagles, dolphins, elephants, harp seals, humpback whales, koala bears, lions, mountain gorillas, panda bears, penguins, rhinos, Siberian tigers, and timber wolves.

The appeal of charismatic megafauna is primarily reserved for the developed world, because many countries do not view large predatory mammals, like elephants, tigers, and lions, as appealing because they are dangerous. Their popular appeal is also used to promote consumer products in developed countries, attract the public to zoos, and sell far-away destinations for ecotourism. They are also featured in documentaries and as animated actors in blockbuster films. Charismatic megafauna are omnipresent in society.

Environmental Use of Charismatic Megafauna Environmentalists and environmental groups employ charismatic megafauna to raise awareness and funds for environmental campaigns. Charismatic megafauna are also utilized to promote an environmental agenda and advance environmental policy solutions to perceived adverse environmental conditions. Using a charismatic species is more successful than using less popular or noncharismatic species. The use of most charismatic megafauna has the ability to raise funds and awaken interest in international conservation activities. Some species of charismatic megafauna are threatened or endangered, while others are simply selected because they are appealing.

An example of charismatic megafauna is the polar bear (Ursus maritimus). As the symbol of the Arctic, the polar bear raises awareness about the effects global warming has on the planet. Many of the visual depictions of polar bears include images of bears isolated on a melting iceberg or a floating piece of ice. The text and subtext of these visual messages is that climate change is resulting in significant habitat degradation in the Arctic regions and an array of problems for the polar bears’ livelihood and survival.

Therefore, a policy solution goal is for the polar bear to be listed as an endangered species, which would restrict mineral exploration in the Arctic and limit greenhouse gas emissions in order to protect polar bear habitat.