Abstract
Abstract Ambiguous or misleading language can affect science communication with peer and public audiences, with potentially damaging impacts on policy and public engagement. The word decline can be value‐laden and has inherent negative connotations. It is not always the most appropriate term to use for effective science communication to promote insect biodiversity and conservation issues. We recommend four key questions to consider when deciding whether the term insect decline is appropriate to use. Evidence‐based insect conservation depends on public and political support. Moving forward, researchers and communicators should be mindful that the inherent diversity of insects demands a nuanced and diverse scientific discussion, not an ambiguous and generalised one.
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