6 Questions with Edgar Ribeiro: Driving Behaviour Change Through Connection and Communication

Edgar Ribeiro is the Programme Officer for the IUCN Behaviour Change Task Force and is based at Zoomarine Portugal, a zoological marine facility in the south of Portugal. In his role with the Task Force, he supports communication efforts, coordinates social media strategies, facilitates collaboration between members and partner organisations, and contributes directly to the development of strategic projects and initiatives.

1) Can you tell us a little bit about who you are and your role at the IUCN Behaviour Change Task Force?

I’m the Programme Officer for the IUCN Behaviour Change Task Force, and this is my full-time job. I’m based at Zoomarine Portugal, a zoological marine facility located in southern Portugal. Within the zoo’s science and conservation department, a main focus is on applying social sciences and behaviour change to our work. Our team evaluates how our messaging affects visitors, including donation programmes and educational efforts.

I have a background in environmental education. I started as an educator at the zoo, then worked as a programme officer on visitor engagement for an EU-funded project. After working for a local environmental NGO and returning to Zoomarine as an aquarist, then bird trainer, I transitioned back into conservation science and education, which is where I am now. My connection to the zoo spans almost 15 years, moving across different roles and departments.

2) Can you share what inspired your journey into conservation and human behaviour?

I’ve always felt a strong connection with nature. Growing up in a seaside town in Portugal, with access to coastal lagoons and plenty of birdwatching, nature was a big part of my life. I loved biology and teaching from a young age, inspired by an amazing high school biology teacher who made the subject come alive for me.

Initially, I started a degree to become a teacher, but when the program added a branch for environmental education, I took the opportunity. That was the start of my career path.

I’ve always enjoyed sharing knowledge and engaging others with nature, especially birds. Working as an aquarist, one of my favourite parts was talking with visitors, explaining the small ecosystems in our aquariums and helping people understand their connections to the wider ocean. Now, with behavioural science tools, I better understand how to connect with people, not just by passion alone but by applying what science tells us about behaviour change.

3) Could you tell us about some of your favourite projects you have worked on and any current research you're involved with?

Last year was a huge learning curve for me in behavioural sciences. We carried out a needs assessment report, which will hopefully be published soon. This is the first time I’ve been involved in research using a scientific approach in this field, which has been very rewarding.

I enjoyed interviewing people from around the world during this process, hearing how different regions approach behavioural science and conservation, from Europe to South Africa, India, and Southeast Asia. It broadened my perspective beyond my usual Western European view, an enriching experience that is also reflected in the report.

This report will be the foundation for building tools and materials to support behaviour change in conservation. I’m excited to see how it will be applied and how it will help drive the Task Force’s work forward.

4) Who is someone in the conservation world (or beyond) that you look up to or who has influenced your career?

My high school biology teacher was the first major inspiration. He showed me how exciting it is to share knowledge and inspire others about biology and the natural world.

Professionally, my first director of science and education at Zoomarine was a key influence. He pushed me and the team to think outside the box, to keep improving, and to never settle. Although challenging, he helped shape me into the professional I am today.

Outside of direct mentorship, I’ve always looked up to conservation icons like David Attenborough and Sylvia Earle. Their passion and ability to inspire generations remind me that while we may not all be global figures, we can inspire change within our communities.

5) As you look ahead, what are your goals or hopes for the future in your field?

I truly hope behavioural sciences will become even more integrated into conservation. From my experience working with animal behaviour, and understanding subtle signals and responses,I see parallels in applying behavioural science to human behaviour.

It’s clear that saving species or restoring habitats is not enough if human behaviour does not change. We need to consider people’s needs, values, and livelihoods. Empathy and understanding are key to promoting sustainable behaviour.

I see behavioural science as an essential tool for conservationists to engage people effectively and foster synergies between social and natural sciences. This integration is crucial for meeting global conservation and sustainability goals.

6) What do you wish the average person—whether in this field or not—knew about the IUCN Behaviour Change Task Force and its work?

We live in a world flooded with information, much of which people don’t absorb. It’s vital to communicate effectively and reach everyday people who may not even realise the impact of their daily choices. I hope that we can engage people to reconnect with nature and understand how every action has a consequence beyond their immediate surroundings. It’s a big, interconnected system.

Behavioural science offers tools to make this connection clearer and inspire change. Without nature, humanity won’t survive, so we must all work toward a future that is sustainable, respectful, and mindful of our impact on the planet.

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