Individuals around the world have a crucial role to play in supporting and taking action for a better future for people and nature. So it’s fantastic to see WWF-backed research, across 50+ countries with over 80% of the world’s population, show a significant increase in public concern about nature over the past five years – something we call “eco-wakening”. A new WWF survey across China, Myanmar, Thailand, US and Vietnam shows very strong support for government action to tackle deforestation and high-risk wildlife trade – two key drivers of diseases such as COVID-19 that jump from animals to humans. We also welcome another WWF-commissioned survey in China that shows a significant reduction in consumer demand for elephant ivory since the country banned its ivory market in 2017. Many millions of people around the world are demanding a more sustainable way of life – but even more need to get on board!