As noted earlier in this report, the urgency of nature loss and ecosystem collapse still fails to translate into priority actions by political and business leaders – despite being consistently ranked by the Forum’s Global Risks Report among the top-four risks facing the world in the next 5-10 years. Without a fundamental reset of prevailing socioeconomic models of production and consumption, no amount of technical work to promote natural capital approaches will help. So how can the value of nature be elevated in political and social discourse in a way that leads to systemic, tangible change? And who is best positioned to drive this change in attitudes and values – leaders or ordinary people? Change may prove more popular than current political polarizations might suggest. In June 2024, a bipartisan survey of 1,000 US voters found that 94% supported the expansion of natural climate solutions, such as conserving and restoring forests and wetlands, and encouraging more regenerative approaches to agriculture.79 Telling inspiring stories is essential, according to a recent article for the World Economic Forum.80 Costa Rica, for example, succeeded in reversing deforestation while growing its economy;81 and Ecuador’s debt-for-nature swap saw $450 million of debt service payments repurposed to finance conservation projects in the Galapagos Marine Reserve.82 Narratives must shift.83 Sustainability – too often viewed in terms of sacrifice or cost – needs reframing as foundational to prosperity, equity and resilience. This includes appealing to widely shared values – health, security, fairness – and recognizing the emotional and cultural connections people have to nature and to place. The challenge is as much about reframing the story as it is about building the science: showing how nature underpins economic and social stability, and why preserving it is a moral and strategic imperative. A critical part of this process is to elevate the voices of nature stewards and learn from their experiences, including Indigenous Peoples and Local Communities (IPLC) who collectively care for the majority of the world’s biodiversity. By harnessing these stories and insights, leaders can encourage a cultural shift – through schools, universities and citizen science institutions – that raises public awareness of the value to society of ecosystems and embraces a stewardship mentality towards nature.3.5 Redefining social and cultural values for systems change In June 2024, a bipartisan survey of 1,000 US voters found that 94% supported the expansion of natural climate solutions, such as conserving and restoring forests and wetlands. Mainstreaming Natural Capital: Advancing the Global Agenda to Integrate Nature in Decision-Making 16

Mainstreaming Natural Capital 2025