They say that technology is a way of arranging life so people do not have to live it. Technology-supported lifestyles may be contributing to the confusion facing people who seek a purpose for life and a role in the natural world. Although we like to think of ourselves as part of the web of life, many non-native belief systems have been out of touch with that view for almost 5000 years. Our original loss of affinity with nature began when we achieved a psychological dominance over it, and were encouraged to exploit its wealth in new ways. The disaffection with nature, and fear of it has broadened and deepened in many developed societies, where technology has created a protective "firewall" between nature, and the basic tasks of life, such as finding food and security.

Protectionism is an incomplete solution to wildlife and environmental conservation, but one that thrives in a confusing and uncertain world. Although often well intended, it functions to contain and isolate nature from adverse interactions with people. Human beings must be integrated with nature, not separated from it to under-stand their natural role and realize their vested interest in conservation. For example, people do not need to think about the paradox of taking life to sustain life when their food comes out of a can. Nor can they effectively visualize themselves as a strand in the web of life when there is no contact with nature. We need to face the challenges of human interaction with nature directly, to find sustainable solutions

Animal protection philosophies now include a notion to enact a set of rights for animals similar to human rights. I am fearful that this idea may lead to the ultimate psychological subjugation of nature, by attempting to assimilate it within the human social system. This approach seems incongruent with ecological principles and fraught with difficult consequences.

Sustainable users need to offer better alternatives to people who care about wildlife. Most of the support for animal rights is derived from well-intentioned people with a genuine concern for the welfare of domestic animals and wildlife. It may be sufficient to show that simpler and more powerful solutions exist for humans to achieve harmony with non-human life and nature. Hunter-gatherer belief systems view creation and all life as sacred. It is a belief system that provides principles for integrating human life with the capabilities of natural systems. It features respect and reverence for all life and the environment, is supported by ecological principles and provides a meaningful role for humans within the web of life.

It is not essential to convince people of the spiritual dimensions of nature, to establish a set of practical ethics that would achieve conservation. Simple beliefs, that incorporate human beings as functional components of ecosystems, that are consistent with the human journey through time, and wisely apply scientific principles for maintaining life support systems of the planet, may suffice.

The Achilles' heel I see for sustainable users in the future is not a lack of wisdom in their messages or any weaknesses in the foundation supporting their interests. It is the fact that in my 30 years of experience in this field, sustainable users, their agencies and organizations have been hopelessly inept at reaching people with their messages.

Marketing is the single most important wildlife management tool in the world today. Information technology is compressing distances, but it is also assimilating local, regional and national opinion into a "world view", which is impacting societies at every level. The world has become a "global marketplace" not only for industry, trade and financial services, but also a competitive arena for many interests anxious to seize the market or "mind-share" of global public opinion. Strategic marketing and communications initiatives by sustainable users and their competitors will determine the global nature and direction of conservation, more than any other factor in the decades to come. Concepts such as social marketing, market or "mind share", segmentation, promotion, distribution and product life cycle must become the lexicon of sustainable use for it to survive in the 21st century. �

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