Organizational Governance

Divided Americans United in Cherishing Nature

In new WWF survey, an overwhelming majority feels protecting nature is crucial for clean air, water and stable food systems – and their own health and wellbeing.

Published 2 months ago | About a 4 minute read

Image: Mount Herman Adventures

As their federal government continues to roll back environmental and climate monitoring and protections; open public lands for logging, mining and fossil fuel extraction; eliminate protections for endangered species and more, World Wildlife Fund (WWF)’s 2025 Connected by Nature report reveals that 3 in 4 people across the US view nature as essential to their wellbeing.

Based on a nationally representative online GlobeScan survey of 2,000 US adults in July 2025, the report shows that a bipartisan majority not only identifies with nature but deems it essential to their individual and societal wellbeing — with most agreeing that healthy nature also provides people with emotional benefits and is critical for a healthy food and water supply.

WWF says these insights provide a foundation for action allowing organizations and decision-makers to inspire collective action, build public will and create lasting change for both people and the environment — ensuring nature remains a priority for future generations.

“The bounty and wonder of nature is not just astounding, it is the bedrock of our lives — from the dense rainforests of the Amazon to the peaks of the Himalayas, and the expansive Great Plains across the United States," said WWF Chief Operating Officer Loren Mayor. "Americans recognize that nature is at the very core of who we are and provides immense benefits to virtually every aspect of our lives: our health, our communities and our sense of joy."

Political divides bridged by appreciation for nature

Much like their views on the importance of a people-first approach to business, continued corporate action on both climate and DEI, and even reducing single-use plastics, the politically divided US public are united — across age groups, genders, regions, political affiliations, ideologies and backgrounds — in their cherishing of nature and all of its benefits.

Individual wellbeing: When asked about personal benefits, 57 percent cite clean air, water and natural resources as most important. Mental health (45 percent) and physical health (38 percent) follow closely, along with recreation and relaxation (38 percent).
Societal wellbeing and resilience: Clear majorities see nature as essential for both personal and societal wellbeing. Most believe it is critical for a healthy food and water supply (77 percent), helps prevent natural disasters (72 percent), and is critical for reducing climate change (70 percent). Beyond these benefits, respondents highlight priorities including protecting species, ensuring clean water, and supporting food systems.
Risks to nature: 84 percent are concerned about threats to nature — 6 in 10 being extremely or very concerned — and they agree that addressing threats to nature is as important as addressing the wide range of other issues facing the world today. 57 percent believe that nature in the US is in a strained, critical or catastrophic state. While most do not yet view the damage as irreversible, many believe nature is under strain both in the US and globally — with water (48 percent) and air (42 percent) pollution, climate change (43 percent) and deforestation (41 percent) seen as the most pressing risks to the natural world.
Protecting nature is a collective, civic duty: A strong, bipartisan majority (73 percent) believes protecting nature is a shared societal obligation — and views it as a collective effort involving individuals, communities, businesses and government. While many feel personally responsible and believe it is urgent for individuals to act, they also expect the strongest leadership from national and state governments — which they view as most capable. While some believe individual actions can have a significant impact, others recognize their limits — reinforcing the need for collective solutions. Nearly nine in 10 say it is at least somewhat urgent for every actor to act, and more than half view action by the national government (54 percent) and state governments (50 percent) as “extremely urgent.”

"The report tells us loud and clear that nature is an intrinsic American value,” said Terry Macko, WWF’s SVP of Marketing and Communications. “Nature is not a passive force that surrounds us — it sustains us. When we take care of nature, we are protecting the things we value most — healthy water, nourishing food, clean air and even our shared cultural identity.”

Nature risks are business risks

Nature isn't competing with our top priorities; it's what makes them possible — and it’s become a business imperative to protect it. Many of the things that the US public values and identifies with — clean air, accessible recreational spaces, good jobs; and safe, healthy communities — all flow from healthy ecosystems. And they recognize that this life-support system is under threat; as biodiversity declines, ecosystems are lost and climate impacts intensify, there is a shared concern and urgency that we all work together to protect it for generations to come.