Rebranding ecosystems

摘要

Even environmentalists do branding. They nurture iconic species that bring adoration and dollar donations in equal measure. Pandas, elephants and tigers get the lion's share - along with lions, of course.Faceless ecosystems, which are arguably what really matter, are a harder PR exercise. That said, green campaigners cracked it with "rainforests" - an inspired rebranding of hateful jungles. The problem comes when the lack of donor enthusiasm stymies the conservation priorities of NGOs.