Changing consumer choice advice a few clicks away
Monday, July 25, 2016 at 12:59
TRAFFIC in Behaviour change, Report launch

The new Toolkit can be found at: www.changewildlifeconsumers.orgCambridge, UK, 25th July 2016—A new Tool to support collaborative efforts in influencing purchasing preferences and buyer behaviour was unveiled today, with the launch of the Wildlife Consumer Behaviour Change Toolkit.

The online Toolkit has been developed by TRAFFIC as a resource for a demand reduction “Community of Practice”—all those with a stake, passion, interest or mandate in changing wildlife product consumer choice. It is the first time a resource of this type has been developed.

It provides a space through which Community members can share and source the latest evidence and insights into what it really takes to change consumer behaviour, based on experience from a number of fields, not solely the wildlife sector.

Resources already available on the site include more than 100 research reports, academic papers, policy frameworks and commercial insights, through to “creative inspiration” for achieving consumer behaviour change.

The online platform will ultimately include details of events such as Expert Roundtables, Masterclasses and Diagnostic Clinics—as well interactive elements, including a Members-only discussion forum and dedicated area for webinars and podcasts.

Community members will be able to use all these resources and will be encouraged to add their own—to support efforts to apply behaviour change principles in demand reduction communications; increase co-ordination around campaigns and approaches; and reflect on success factors and lessons learned.

Members will also have the chance to use the site to share ideas for upcoming initiatives, invite input on specific issues and source technical advice from listed external experts.

The Community of Practice on demand reduction will be open to anyone with an interest in working in this fast developing and crucial conservation field. It was established following a groundbreaking workshop on Changing Behaviour to Reduce Demand for Illegal Wildlife Products held in Hong Kong last March where a prototype of the Toolkit was showcased.

The Proceedings from this workshop were also published today (PDF, 2.3 MB) and profiled with film footage from the event and expert interviews.


“Behavioural science is a fascinating field, with great insights gathered through its application in areas such as public health, sustainable lifestyles and international development. This Toolkit aims to bring together some of the best elements from that body of knowledge, to support those interested in designing demand reduction interventions that deliver real and rapid conservation impact,” said Gayle Burgess, Consumer Behaviour Change Co-ordinator for TRAFFIC.

"We are excited about the potential of this Toolkit to help those working to bring about changes in consumer attitudes and ensure collective conservation impact and success. It can lead in ways to empower a healthy and modern corporate social responsibility of zero-tolerance towards wildlife consumption practice in Viet Nam,” said Ms Le Thi Thu Thuy, Vice Director of Small and Medium Enterprise Promotion Center, Vietnam Chamber of Commerce and Industry (VCCI).

“This website is an innovative platform, which aims to integrate knowledge, case studies, approaches, communication and other resources around demand reduction of endangered wild animals and derived products. It provides a comprehensive package to stakeholders who engage in wildlife protection. I hope more and more entities and individuals can use it to raise public awareness on environmental protection and change people’s unsustainable consuming behaviour,” said Zhang Wenting, Species Project Manager for WildAid's China Programme.

To join the Community of Practice on demand reduction, please visit or email:

A Toolkit “Steering Group” including a range of organizations delivering demand reduction is being established to support and guide enhancement of the Toolkit going forward. This will help to ensure the platform is optimized to respond to the needs of the Community as a whole.

The Toolkit and Hong Kong workshop on Changing Behaviour to Reduce Demand for Illegal Wildlife Products are generously support by the United States Agency for International Development (USAID), through the IUCN and TRAFFIC-led Wildlife TRAPS Project, GIZ on behalf of the German Federal Ministry for Economic Cooperation and Development (BMZ) and the German Federal Ministry for Environment, Nature Conservation, Building and Nuclear Safety (BMUB) and Defra, plus additional support from the World Bank and partner organization WWF.


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