The benefits of green spaces and natural settings are becoming more apparent all the time: reduced stress, depression and feelings of aggressiveness; an increase in overall happiness; faster post-operative recovery; a decline in ADHD symptoms in children — all of these outcomes have been verified when people spend time in nature. The outdoors make us happier, cause us to be kinder and can even give us bigger brains.
While you could say these kinds of benefits are priceless, there’s a new trend afoot. By assigning a monetary value to natural elements in a healthy environment, it is hoped that governments, businesses and others in positions of power will come to see that protecting nature makes good financial sense.
This concept of pricing ecosystem services and natural features — and allowing them to be bought and sold — is gaining wide acceptance among conservationists. But could this approach end up obscuring the unquantifiable, soul-restoring advantages of natural places and put them at even greater risk?
Big wads of plastic in the ocean that stretch for miles and disintegrating polar ice caps are the kind of news stories that tend to make us feel hopeless regarding conservation efforts. Why bother to change our light bulbs to compact fluorescents if our planet’s imminent demise is a speeding train that can’t be stopped?
The reason we have these feelings is probably the work of environmentalists themselves. They’re sending the wrong messages, if you ascribe to the new field of neuro-conservation.
Instead of focusing the spotlight on results of scientific studies that prove our planet is rapidly warming, or on statistics about alarming species extinction rates, they should be talking about how an ocean view will make us feel happy or standing among trees will arouse our feelings of peacefulness.
After all, selling us emotions is what marketing professionals have been doing for decades. They know that we don’t just buy a car; we buy how that car makes us feel — wealthier, greener or more in control. Using the tenets of neuro-conservation may just be the boost that environmentalists need to gain support for their causes in a world that’s overrun with more scientific data than we know what to do with — or pay attention to.