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. What this meansResearch 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. Based on an online survey of 2,000 adults in the U.S. conducted in July 2025.