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Insight of the Week: Significant Drop in Ivory Consumption Shows Potency of Governmental Action and Social Marketing

Insight of the Week: Significant Drop in Ivory Consumption Shows Potency of Governmental Action and Social Marketing
Insight of the Week
14/05/2021
Daniel Bergin

Significant Drop in Ivory Consumption Shows Potency of Governmental Action and Social Marketing

Ivory Purchase in Past 12 Months, Chinese Consumers, 2017–2020

The ivory ban implemented in 2018 led to a significant drop in ivory purchase in China, which declined 17 percentage points from 2017. In the past year, just 12 percent of Chinese consumers claim to have purchased ivory. These latest declines are likely the result of effective public campaigns to end ivory purchases.

This example highlights the impact regulation can have on driving responsible consumer choices and the importance of ongoing engagement.

Identifying drivers of ivory purchase is crucial for continued demand reduction and helps inform messaging to further reduce ivory purchasing in China – a critical part of the strategy to protect elephants in Africa.

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