John Fraser is president and CEO of NewKnowledge, a social science think tank aimed at building healthy democracy and a thriving biosphere. His lecture will synthesize research conducted over the past sixteen years under the banner of Why Zoos and Aquariums Matter (WZAM), a coordinated social science effort that describes the roles and opportunities zoos and aquariums can play in advancing a conservation ethos. The presentation will draw on research results from collaborative projects involving the Aquarium and the most recent findings from WZAM3 on how public trust offers opportunities for increased conservation action.