Given these perceived ills, NCS advocates call for the following remedies.
(i) The primary objective of conservation should be to protect, restore, and enhance the services that nature provides to people: ‘The ultimate goal is better management of nature for human benefit’ (P. Kareiva,quoted in [10]).
(ii) To succeed, conservationists need to ally with corporations and other significant economic
actors: ‘21st century conservation tries to maximize biodiversity without compromising development goals’ [11].
(iii) Conservationists should increase their focus on urban areas and on landscapes and species most useful to humans, because human benefits should drive conservation efforts: ‘Forward-looking conservation protects natural habitats where people live and extract resources and
works with corporations to find mixes of economic andOpinion
0169-5347/$ – see front matter 2013 Elsevier Ltd. All rights reserved. http://dx.doi.org/10.1016/j.tree.2013.10.013 Corresponding author: Doak, D.F. (daniel.doak@colorado.edu).
Keywords: conservation NGOs; conservation policy; mission statements; new
conservation science.
Trends in Ecology & Evolution, February 2014, Vol. 29, No. 2 77 conservation activities that blend development with a concern for nature’