Extinction is often a misunderstood word. We need to explain that extinction is forever and that the rate of extinction is at its highest rate for thousands of years. By explaining evolution and natural selection we can show how animals have changed, but also illustrate how people are influencing this natural process. By understanding how we threaten this delicate balance and shaping people’s attitudes towards animals we can link conservation and the environment. Zoos can also highlight some very practical things that visitors themselves can do to help in their everyday lives – sustainable living, ecotourism, purchasing fair trade goods, volunteer programmes, recycling, habitat protection and adoption.