Zoos Choose PR Over Changing What They Do

In Zoos Discuss Ways to Counter Animal Activists, Randy Diamond reports that The Association of Zoos and Aquariums has surveyed visitors to zoological institutions and believes there’s a need for a rebranding of sorts.  Evidently, half of the visitors, according to this industry group’s findings, leave the zoos "with an elevates awareness of their role in conservation."

The study comes as "animal rights activists" become more successful in "pressing their contention that animals do not belong in captivity."

Now, I’ve gotta stop right there. It’s not just animal rights activists who believe animals should be kept in captivity, it’s also Jo and Josey Q. Public. Most people I know don’t go to zoos because they think there’s something inherently cruel and unjust about them. And most people I know aren’t vegetarians, and would never consider themselves animal rights activists.

Diamond reports that Jeffrey Hyson, a zoo expert at St. Joseph’s University in Philadelphia, thinks that "portraying zoos and aquariums in a positive light, as fighters for conservation, can blunt criticism that could have the potential to cut into attendance and the bottom line."

Ohhhh, now I get it. Let’s deconstruct:

• Zoo industry group does study and finds 50% of people think zoos have a role in conservation.
• People who don’t believe animals should be kept in captivity are gaining in exposure and influence.
• Zoo industry realizes it’s under fire.
• Zoo industry plans to rebrand and transition from entertainmment to conservation.
• Why? Because that’s the right thing to do for the animals.
• Why? Because presenting themselves in a different light will combat criticism, which cuts into profits.
• Conclusion: Zoos are rebranding in an effort to not lose more money/make more money.

The ruse is completely profit-driven. I’ve got the sneaking suspicion that in the next year we’re going to be bombarded with ads selling zoos as havens for conservation. But that’s advertising. That’s how we got the California happy cow commercials.

Zoos have the same right to misrepresent themselves to the public to boost their profits as any other business.