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Through our data analysis, we identified key information about the target audience of the Wellington community and the necessary criteria for a successful conservation campaign in this area. These key points were considered when moving forward with the campaign strategy design process.

Our consumer survey results showed that under half of the Wellington community could recognize the FSC logo, and an even smaller portion correctly understood the aims of FSC. However, from our survey we also found that consumers were interested in learning more about FSC. From our interviews we learned that many Zoo staff members now support FSC, but before working at Wellington Zoo, had never heard of FSC before. This shows that even the people who would most readily support FSC have difficulty finding out about the organization. We found that Wellington consumers support many other sustainably sourced products through purchases of organic foods, cage free eggs, free range meat, energy efficient appliances, Fairtrade products, and the use of reusable, recycled, or compostable shopping bags in stores. Consumers that already support so many environmental certifications would likely also support FSC if they knew more about it.

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We learned that a common barrier blocking consumer purchases of FSC-certified products is the belief that FSC products are more expensive than other products. This is reflective of a larger conception that environmentally friendly products are more expensive than regularly sourced products, and can only be purchased if the consumer is at liberty to spend extra money. Our market analysis data showed that this is not necessarily the case for FSC products; products across the price and quality spectrum were FSC-certified, including many “bargain” or “store” brands. This means that the choice to support FSC does not have to come with a significant price premium.

We found that Wellington Zoo has been relaying the FSC message to its visitors during daily Animals Talks and in school programs for children. From our surveying we found that people who attended FSC educating Animal Talks were more likely to also state that they have purchased FSC products, suggesting that an association may exist. Our background research informed us that direct appeals from one person to another are much more likely to change people’s behavior than non-social methods, so we believe that the Animal Talks are effective, and can be further expanded within our campaign. With so many students attending Zoo programs, and with students tending to be very open to being environmentally friendly, it would be ideal to purposefully introduce students to FSC during the programs. Additional activities could be designed around FSC education, and better quality FSC stamps or a similar concept could be reintroduced. The media that exists around the Zoo is well intended, but it was apparent that a small number of visitors took the time to learn from it. Simpler and more eye-catching media could have a higher impact on visitors.

From our retailer interview, we learned that the largest factor contributing to what manufacturers produce and retailers stock is consumer sales numbers. Products that are popular with consumers will have increased production. To generally increase the number of FSC-certified items across all grocery stores, it needs to be clear to retailers and manufacturers that consumers are looking to purchase these types of products. Even if the FSC campaign is slow to catch on at first, if retailers and manufacturers see an increased number of people buying FSC products, then more manufacturers would consider becoming certified and

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it became clear that the best time to intervene and recommend a behavior change is at the time and location of the change is occurring, which is why it would be extremely effective for manufacturers and retailers to advertise FSC more.

From all our data, we saw that different types of messages have varying impacts depending on the demographic that receive them, and different types of strategies in a campaign must adapt for this. To be successful in reaching different demographics in an

audience, the FSC campaign must have different components in which the core messages of the campaign are relayed, rather than one focused strategy. Rather than only using social media to send out messages, for example, physical advertisements and signage could also be used to send messages to those who do not use social media.

From all our interviews, there was a clear message that this campaign should be kept positive. It is not effective to make people feel accused that their actions are part of a problem that is causing negative impacts, as this will usually cause individuals to further close off to the idea. Rather, it is more effective to help the audience make an emotional connection to the problem at hand, and then encourage them to be part of the solution.

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Chapter 5: Recommendations and Conclusions

After analyzing our consumer surveys, interviews, past campaign reports, literature reviews, and market research, and engaged in our design process, our team produced the following recommendations for Wellington Zoo’s Forest Stewardship Council (FSC) community campaign. These recommendations are separated into six components:

1. Interactive exhibit in Wellington Zoo.

2. Enhance audience engagement components for Animal Talks. 3. Children’s education programs.

4. FSC in Wellington Zoo’s gift store. 5. Community outreach.

6. Partnerships with neighboring organizations.