Connected by nature: what unites Americans
A new WWF report examines Americans’ attitudes toward nature
© WWF-US / Keith Arnold
WWF’s 2025 Connected by Nature report explores how deeply Americans value and connect with nature in their daily lives. Based on research conducted by GlobeScan on behalf of WWF, the report finds that people in the US strongly believe nature plays a vital role in their lives—shaping health, happiness, and cultural identity—and that nature urgently needs protection.
Read the full report
Key report findings include:
Nature is unifying
Time in nature is deeply valued. More than eight in 10 Americans surveyed say they like or love it, and over 92% believe being outdoors is important. People see nature as essential to health, well-being, enjoyment.
Beyond a personal connection, 73% see nature as a defining part of American life and identity. This connection transcends age, gender, region, and politics.
“Nature is an essential part of America's cultural identity”
73% said the statement described their opinion completely or a lot
© Brian Adams / WWF-US
Nature's benefits
Americans see nature as essential to both personal and societal well-being. On an individual level, people value nature’s role in providing clean air and water, supporting physical and mental health, and offering daily enjoyment.
At a broader level, Americans recognize how nature sustains food and water systems, reduces climate change, and protects wildlife. Taken together, these perspectives emphasize nature’s critical role in nurturing and strengthening both individuals and society at large.
“Spending time in nature is important for my health.”
72% said the statement described their opinion completely or a lot
Nature is essential to our well-being
Americans understand there are important benefits to protecting nature, with 77% saying nature is critical for a steady supply of food and water.
© Enrique Prunes / WWF-US
-
Critical for food and water
77% said protecting nature is critical for a steady food and water supply
-
Prevent natural disasters
72% said protecting nature is important to prevent natural disasters
-
Reduce climate change
70% said addressing threats to nature is important to reduce climate change
-
As imporant as economic issues
69% said addressing threats is as important as economic issues
-
As important as social issues
66% said addressing threats is as important as social issues
A shared concern for nature
The polling revealed that Americans are deeply concerned about threats to nature, though more people see those threats as happening farther away rather than in their own backyards. For most, national and global environments are considered strained or degraded, while local nature is perceived as stable and thriving. As far as the greatest threats to nature, opinions were diverse, highlighting multiple areas of concern
Which, if any, of these potential threats to nature concern you the most?
48% Water pollution
43% Climate change
42% Air pollution
41% Deforestation
37% Loss of natural habitats
37% Human activities
35% Oil spills and industrial waste
34% Natural disasters
34% Loss of plant and animal species
32% Plastics/microplastics
26% Building over natural spaces
25% Use or overuse of natural resources
© Bruce D. Taubert
Protecting nature is a shared responsibility
Three out of four Americans surveyed say, caring for nature is not optional. It is a responsibility shared across society that requires collective action involving individuals, communities, businesses, and government.
While many feel personally responsible and take steps to protect nature, they also expect strong leadership and urgent action from national and state governments. This balance of individual agency and government responsibility highlights the need for collective solutions to ensure nature is protected for themselves and future generations.
“It's a civic duty to take care of nature.”
73% said the statement described their opinion completely or a lot
Connected by Nature
WWF’s 2025 Connected by Nature report explores how deeply Americans value and connect with nature in their daily lives.
© Michel Gunther/WWF