Why 71 percent of Americans feel relaxed and calm in nature
There's a reason those childhood hikes have meaning. Read More
- Nearly two-thirds of Americans say their personal experiences are most influential in shaping their views on nature and 71 percent say nature makes them feel calm and relaxed.
- The data present a strategic opportunity for NGOs and campaigners to tap into personal storytelling for engagement.
- Campaigns that reflect how nature touches everyday life and evoke past experiences and positive emotions are more likely to inspire meaningful participation and advocacy.
A new report reveals a compelling truth: people connect most deeply with nature when it feels personal and because it helps them feel relaxed and calm.
The report, conducted by Trellis data partner GlobeScan and the World Wildlife Fund, shows 61 percent of Americans say that their personal experiences are most influential in shaping their views on nature, followed by:
- Their family (43 percent)
- Moral standards (37 percent)
- Faith/religion (25 percent)
- Education (23 percent)
When asked which feelings they associate most with being in nature, Americans say they feel relaxation and calm (71 percent), joy (49 percent), and gratitude (41 percent).
What this means
Research shows that when nature is portrayed as a personal and emotional experience, individuals relate to it more deeply. This emotional resonance fosters a stronger sense of connection, which can lead to increased environmental awareness and participation.
For NGOs and campaigners, this insight presents a powerful opportunity: to move beyond broad, generic appeals and embrace storytelling that reflects how nature touches everyday life. Whether through memories of childhood hikes, moments of calm in a local park or cherished family traditions, these relatable and emotionally compelling narratives make meaningful engagement and action possible.
Based on an online survey of 2,000 adults in the U.S. conducted in July 2025.
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