Challenging taxonomic bias in flagship conservation: public perceptions of reptile and amphibian charisma

Abstract

Charismatic species play a central role in conservation communication, yet flagship campaigns remain dominated by a narrow subset of large-bodied mammals. This reliance risks reinforcing taxonomic bias at a time when reptiles and amphibians are among the most threatened vertebrate groups globally. We assessed whether reptiles and amphibians can elicit affective responses associated with public engagement, challenging assumptions that charisma is restricted to traditional flagship taxa. Using an online survey, we examined relationships between species awareness, affective evaluation, and stated willingness to engage with conservation-relevant contexts across ten reptile and amphibian species representing contrasting charismatic traits. Positive affective evaluation was a strong predictor of engagement across taxa, whereas familiarity alone was a weaker and less consistent driver. These findings suggest that conservation strategies may underestimate the appeal of non-mammalian species and that broadening flagship selection could help reduce taxonomic bias. For zoos, these findings highlight opportunities for reptiles and amphibians to play a greater role in conservation education, interpretation, and public engagement, alongside the emphasis on charismatic mammals.