U.S. Fish and Wildlife Service Standards of Excellence
The future success of conservation lies ultimately in our ability to inspire Americans to connect with the outdoors and nature, and to become stewards of the environment. Americans are spending less time outdoors. With more than 80% of Americans now living in urban areas, our challenge is to become relevant in their daily lives. Wildlife Refuges and the Next Generation challenge us to enhance the relevance of the National Wildlife Refuge System and the U.S. Fish and Wildlife Service to a rapidly changing America. Building a connected conservation constituency requires engaging with the ever-growing urban population to ensure that Americans care about conservation.