Evaluating Organizational Identity of Zoos to Enhance Conservation

Abstract

AbstractZoos, aquariums, and museums are expanding their identities and efforts to support wildlife conservation, but their impact is unclear. We apply a business theory of organizational identity to assess how conservation identities are created and applied. We examine three foundational and three practical components of identity using semi‐structured interviews with zoo directors and conservation directors at eight institutions. Our qualitative analysis highlights the well‐established organizational identity constructs among zoos and aquariums, while elucidating the constructs with room for further development and application to activate conservation identities. Each organization shared some conservation strategies and successes, yet the leaders also identified gaps and barriers to reaching conservation goals, including how some zoos perceive their conservation identity competes against other organizational identities and goals. This research provides insights into ways museums can build and reinforce their identities when supporting environmental and social causes. Additionally, the organizational identity framework provides an evaluation tool for examining museums’ integrated identities, strategies, and practices.