Abstract
This century has seen major changes in the composition of the British mammal fauna and the abundance of many species, but attitudes towards mammals have changed significantly only relatively recently. The influence of the Mammal Society, popular books, conservation campaigns, radio and television are considered. The passing of the Wildlife and Countryside Act 1981 is identified as a turning point and major catalyst in developing new and positive attitudes, especially towards bats. Attitudes of an essentially urban public towards animals are increasingly unrelated to questions of economic utility and are becoming more paternalistic and protective. They also foster popular campaigns to ban blood sports which need careful appraisal because saving individuals of some common species may lead to loss of whole populations of others as a result of habitat changes.
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