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The loss of Earth's animal and plant species is a crisis. Just don't call it an "extinction crisis" if you aim to mobilize public concern.

Published in npj Biodiversity , a new study finds that using unfamiliar terms results in less public concern and less willingness to support policies that could tackle the crisis.

The study focused on how to effectively communicate urgency about the loss of plant and animal species, otherwise termed "biodiversity loss."

Most people have heard of the "extinction of plants and animals." But most have not heard of the "extinction crisis." The scientific term "biodiversity loss" is also not widely known.

Using effective language to raise the alarm about the extinction of plants and animals is an urgent matter.…