Sustenance of nature has become one of the most pressing issues facing humanity today and environmental and conservation education and awareness is one of the measures of halting the conflict between human and nature. Environmental journalists are expected to be the advocates for change to improve the quality of the planet on changes of air, water, wildlife and natural resources. However, many people are simply not interested because the society tends to assume that things like land, trees, plants, animals, and water resources – the resources they depend upon for their livelihoods – will always be there. Solving today’s challenging local and global environmental issues and moving the society towards sustainability cannot rest only with “experts” but will require the support and active participation of an informed public in their various roles as consumers, voters, employers, and business and community leaders.
The big five media lens has become a vital partner in global biodiversity conservation and management through our various roles of not only increasing awareness on the problems and challenges towards environmental sustainability, but also in achieving the ultimate goals of changing human perception, attitudes and behavior towards environmental resources.