Abstract Global goals and targets were recently set for biodiversity conservation in the coming decade. As action plans are now being developed, it is timely and important to carefully consider where and when various strategies for conservation—such as restoration and preservation—will be most effective. For example, there is widespread support for expanding protected areas (e.g. protecting 30% of lands and waters by 2030) and restoration (e.g. having restoration completed or underway on at least 30% of degraded lands and waters), but also concerns regarding missed opportunities, and even additional degradation of nature, resulting from the ineffective implementation of these strategies. Here, we emphasize the importance of prioritizing the preservation of relatively intact and pristine areas when identifying protected areas, and of avoiding the common misconception that, if intact nature is degraded or lost, it can simply be restored. Even the best restorations, after many decades of investments and efforts, are only a shadow of the natural systems they are meant to recreate. Synthesis and applications. Now that the Global Biodiversity Framework has just been set, there is a critical need to recognize their fundamental differences between the types of places that are priorities for preservation, restoration or both to make collective actions for achieving the targets and goals for nature and people.