Public responses to biodiversity loss terminology and crisis framing.

To avoid the technical term "biodiversity loss", public communications often refer to "nature loss" or "extinction of plants and animals" or apply crisis framing by stating "biodiversity crisis," "nature crisis," or "extinction crisis." To assess public responses to these terms, we conducted a randomized survey experiment with 7338 U.S. adults. Participants were randomly assigned to one term (biodiversity loss, nature loss, extinction of plants and animals, biodiversity crisis, nature crisis, or extinction crisis), either alone or in the context of an explanation and photos of plants and animals. With and without context, "biodiversity loss" and "biodiversity crisis" received the lowest ratings of familiarity, concern, perceived urgency, and conservation support. "Extinction of plants and animals" generally received the highest ratings. "Nature loss" performed similarly to this term when context was provided. Crisis framing had little to no effect. Terminology effects were strongest for political Independents. We discuss implications for public communications.