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Upstream Partners is a purpose-driven consultancy dedicated to creating a nature-positive future by supporting companies, governments, and financial institutions in their transition toward sustainability. Our special focus is on biodiversity, and the development of systemic transformations, strategies, policies, and other solutions that holistically delivers on both impact and financial viability.
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Despite the growing concern for biodiversity loss and nature protection, there is limited knowledge about how Danes actually perceive, value, and take responsibility for nature – both nationally and globally. Without this understanding, decision-makers, organisations, and businesses lack the insights needed to design effective policies, communication, and actions that resonate with the public and support more sustainable, societal choices.
In June 2025, Upstream Partners conducted a representative survey funded by the Planetary Responsibility Foundation, forming the basis of the Nature Perception Report. This recurring survey is designed to capture how Danes perceive, value and take responsibility for nature – both nationally and globally. It sheds light on how Danes perceive “good nature,” how well the understand the concepts of “biodiversity,” and “rewilding,” as well as how they view responsibility for protecting vulnerable ecosystems at home and abroad. The insights are particularly relevant for decision-makers, organisations, and businesses, who can use the findings to design policies, strategies, and communication that resonate with the public and promote more sustainable choices. At the same time, the report encourages citizens to reflect on their own relationship with nature and consider how everyday actions can contribute to protecting biodiversity and strengthening nature’s role in society.
The Nature Perception Report will be conducted by Upstream Partners every year, which will make it possible to track changes in how Danes understand, value, and take responsibility for nature. This recurring survey provides insights into shifts over time, reflecting broader societal changes, political initiatives, and public debate on nature and biodiversity.
Nature Perception 2025 ReportThe first Nature Perception Report reveals that nature plays a central role for most Danes, with many calling for more wild and biodiverse landscapes such as forests, wetlands, and seas. At the same time, there are divisions – especially around whether agricultural field counts as “good nature,” and differences in how responsibility is placed between politicians, companies, and consumers. The report also points to growing awareness that Denmark’s global footprint in vulnerable ecosystems cannot be ignored. However, the report also indicates that while many Danes express a strong desire for better nature, this commitment is not always reflected in their everyday actions. Together, these insights raise important questions about how we value and protect nature – significant questions the full report explores.
