Research shows New Zealand's cute and cuddly native species being favoured over those less charismatic but still endangered and unique species. Photo: Kākāpō by Andrew Digby / DOC and Kōwaro/Canterbury mudfish by Angus McIntosh
Are we ignoring some of our most critically endangered species because they're not cute and charismatic enough?
While native birds like the Kakapo and Kiwi get the lion's share of public attention and conservation money may endemic plants, fungi, marine invertebrates and algae are on the brink of extinction.
Biologist Sophie Fern has recently finished a thesis which looks at the role charisma plays in conservation priorities.
She talks to Kathryn about why New Zealand's conservation effort needs to be more equitable or else risks pushing those less glamourous species to the brink of extinction.
