The loss of biodiversity is influenced by the choices we consciously make, individually and collectively, on a daily basis. Given the importance of this issue and the absence of one group focused on human behavior, the IUCN through its Commision for Species Survival (SSC) and Commission on Education and Communication (CEC) created in 2023 a Behavior Change Task Force, leveraging the IUCN brand, alongside its membership to drive best practice in the way the conservation movement influences human behavior towards a more biodiversity-friendly future. 
For more than 60 years the field of biodiversity conservation has worked to influence the decisions people make, with little integration of behavioural and communication research, which are crucial for successful conservation efforts because they help to understand human behavior, motivations, and decision-making processes.