Biodiversity is a fundamental part of sustainable development, yet it is threatened by numerous factors associated with human population growth. The current lack of broad-based support for biodiversity conservation may be explained by the widening gap between people and nature. In order to conserve biodiversity, people should be engaged in biodiversity, yet it is not yet clear what potential is present in highly urbanized environments. We conducted semi-structured interviews with twelve biodiversity communicators in the Netherlands, a highly urbanized country, and used their perceptions and experiences to explore motivations, opportunities and challenges for expanding the role of biodiversity in people’s lives in an increasingly urban world. Overall, the interviewees perceived the current role of biodiversity in laypeople’s lives to be too limited, but they were positive about the potential to expand the role. Based on communicators’ perceptions potential lies in a combination of direct exposure to biodiversity outdoors, the media, and education. Furthermore, strategically designed communication is also expected to play an essential part in opening people’s eyes for biodiversity. The results are valuable both at national and international levels, as they can motivate and aid professionals operating in urbanized contexts at reaching out to their audiences about biodiversity.
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