Anny Liang

Anny Liang is an expert on social behavior change for conservation outcomes, focusing on understanding and changing consumer demand for wildlife products, including elephant ivory, rhino horn, pangolin, shark fin and more. She has been fundamental to the longest-running elephant ivory consumer survey in China since 2017 and has led dozens of research projects on motivations for wildlife consumption and approaches for positive change and impact among target audiences. Anny leads our work to help WWF and its partners develop campaigns to change consumer behaviors around purchasing wildlife products, consuming wild meat, and keeping exotic pets, all designed using analyses of survey findings and applying behavior change strategies. Human consumption of wildlife can also pose disease risks and trigger pandemics, and Anny was a core member of WWF’s advocacy response to the COVID-19 pandemic. The pandemic prevention campaign to end high-risk wildlife trade, protect public health, and benefit conservation received a 2021 Greater Good Award. With over eight years’ experience at WWF in the US and Asia, Anny has seen how behavior change interventions are fundamental to lasting change that can reduce the drivers of nature loss.