Abstract
Roadsides, often overlooked in conservation planning, offer significant opportunities to provide habitat and connectivity for pollinators in developed landscapes (Cariveau et al., 2019; Dietzel et al., 2023). However, efforts to expand and improve pollinator-friendly roadside management are frequently hindered by limited public understanding and concerns about safety, maintenance, and costs (Lucey & Barton, 2011; Nemec et al., 2021). Addressing these barriers requires a nuanced understanding of public attitudes and readiness to support such initiatives. This publication is intended for Extension professionals, roadside vegetation managers and contractors, policymakers, and other decision-makers seeking to foster public support for pollinator-friendly roadsides in Florida. By identifying and characterizing different audience segments, the findings provide actionable insights for developing targeted communication strategies that address the unique motivations and concerns of each identified segment. Tailored approaches can help overcome barriers, amplify the benefits of roadside habitats, and ultimately foster broader support for pollinator conservation in Florida’s roadside landscapes (Hall & Martins, 2020; Knapp et al., 2021).
Introduction
The decline in biodiversity due to human activities is a pressing global challenge, with significant implications for ecosystems, food production, and human well-being (Katumo et al., 2022; Potts et al., 2016). Among the most urgent concerns is the loss of pollinators, whose decline threatens agricultural productivity and ecosystem stability. In the United States, more than one-fifth (>20%) of native vertebrate and insect pollinator species are threatened with increased risk of extinction, with declines driven by land use changes, urbanization, climate change, invasive species, and pesticide use (Cornelisse et al., 2025; Knapp et al., 2020). These losses jeopardize biodiversity and heighten the risk of nutrient deficiencies and related health impacts among humans (Smith et al., 2015; Smith et al., 2022).
Florida is an ideal setting for innovative approaches to pollinator conservation, with extensive road networks and rapid growth. Existing provisions for pollinator-friendly roadside management (Florida Wildflower Foundation, 2024) may provide a foundation for more robust roadside habitat management approaches in the future. This type of shift will rely on appropriate engagement with the public to garner support.
Research Approach and Conceptual Framework
The urgency of pollinator decline, coupled with Florida’s unique landscape and policy context, highlights the need to understand how best to engage the public in supporting pollinator-friendly roadside management. To address this need, this study explored how different groups of road users perceive and respond to roadside management practices designed to support pollinator habitats. Audience segmentation is the process of dividing a broad target audience into smaller, relatively homogenous groups based on shared characteristics such as behaviors, attitudes, or values (Slater, 1995). Segments are subgroups of individuals identified through audience segmentation who share similar attitudes, awareness, and readiness to support pollinator-friendly roadsides (Slater, 1995). Audience segmentation provided the framework for this effort, recognizing that the public is not a single entity; rather, it consists of subgroups with distinct traits, attitudes, and beliefs (Neweduk, 2023). Educational and communication efforts can therefore be tailored to address each segment’s motivations, concerns, and awareness of pollinator-friendly roadsides.
In this study, segmentation was guided by behavioral theories, particularly the Transtheoretical Model of Change (TTM), which describes five stages of adopting new behaviors: precontemplation, contemplation, preparation, action, and maintenance (Prochaska & Prochaska, 2019). Segmentation also considered decisional balance (the perceived pros and cons of supporting pollinator-friendly roadsides) and attitudes toward roadside management. Identifying road users’ stages of change, attitudes, and perceived benefits and barriers made it possible to determine how best to communicate with each segment (Tilliss et al., 2003). For example, a group of road users with a positive attitude and a favorable balance of perceived benefits relative to drawbacks is more likely to support pollinator-friendly roadsides, while those earlier in the change process may require targeted messaging to build awareness or address misconceptions.
By combining these elements, the research identified distinct road user segments that can guide targeted communication strategies aimed at strengthening public understanding of pollinator conservation. Audience profiles developed through this segmentation provided the foundation for the paper’s recommendations, ensuring that the strategies presented are not broad or generic but instead directly tied to the motivations and concerns of different segments. In doing so, the study demonstrates how audience segmentation, informed by the TTM and decisional balance, can serve as a practical tool for building support for pollinator-friendly roadside management in Florida (Figure 1).
Credit: D. Aryal, UF/IFAS.
Methods
A statewide sample of 1,051 Florida road users was obtained through nonprobability quota sampling, which involves selecting participants to ensure the sample reflects key demographic characteristics of the population, such as age, gender, and race/ethnicity (Kalton, 1983). The survey instrument measured road users' stages of change, attitude, knowledge, driving behaviors, attention to roadside elements, willingness to support pollinator-friendly roadsides, and decisional balance. Cluster analysis is a statistical method that groups individuals based on similarities in their responses, allowing researchers to identify distinct subgroups within a larger population (Kaufman & Rousseeuw, 2009). Cluster analysis was used to identify audience segments, then differences among the segments were analyzed (Yim & Ramdeen, 2015). Each segment represents respondents who demonstrated similar response patterns across these psychological variables while differing from one another. Segment names were assigned based on the dominant characteristics observed within each cluster to reflect their relative support, awareness, and readiness to support pollinator-friendly roadside initiatives.
Florida Road Users and Their Preferences
Overall, Florida road users have positive attitudes towards pollinator-friendly roadsides. Most people drive mainly in urban areas, less than 100 miles per week. Respondents were most likely to support these pollinator-friendly roadside spaces by voting for policies, while they were least likely to act by buying a specialized license plate. Over a third of the group of people reported no knowledge about pollinator-friendly roadside practices, but most paid attention to roadside signage. Many were not yet considering action to support conservation along roadsides. The key motivators for supporting pollinator-friendly roadsides are protecting natural resources and the environmental benefits these spaces provide. These motivators should be included in future outreach and communication strategies (Sturm et al., 2021).
Some barriers to pollinator-friendly roads include concerns about wildlife collisions, road users' safety, and taxpayers’ costs. These barriers cannot be eliminated through roadside design alone, but they can be mitigated through targeted communication and policy change (National Academies of Sciences, Engineering, and Medicine [NASEM], 2023). Audience segments include Pollinator Ponderers, Positive Pollinator Passerbys, Pollinator Patrons, and Pollinator Advocates in Waiting. The Pollinator Ponderers were uncertain about pollinator-friendly roadsides, but Positive Pollinator Passerbys have a generally favorable attitude with limited engagement. Pollinator Patrons demonstrated moderate support, and Pollinator Advocates in Waiting showed the strongest potential to actively support pollinator-friendly roadside initiatives. As shown in Table 1, most participants were Positive Pollinator Passerbys, followed by Pollinator Advocates in Waiting, Pollinator Ponderers, and Pollinator Patrons.
Table 1. Characteristics of road users segments related to support for pollinator-friendly roadsides.
Recommendations
Extension agents, roadside vegetation managers and contractors, and local decision-makers can use this information to design effective, tailored outreach instead of one-size-fits-all approaches to garnering public support for pollinator-friendly roadsides (Warner et al., 2025). The suggested practical application includes the following.
- Develop layered educational signage along highways and rest stops, showing economic and ecological benefits. For example, information about pollinators, native plants, and ways that roadsides can promote biodiversity could be displayed at rest stations (Warner et al., 2025).
- Create digital resources such as videos for local government and community social media. Host workshops and webinars that appeal to curious groups of people and dispel common fears or misunderstandings.
- Mobilize the patrons as ambassadors by giving them badges or involving them in a community leadership role. This both validates their support and extends their influence in the community (Tufts Pollinator Initiative, n.d.).
- Because the data shows that road users are concerned about taxpayer costs, driver and passenger safety, and wildlife collisions, design fact sheets addressing the top barriers and share them with local media and community groups.
Road Users' Profile for Pollinator-Friendly Roadsides Based on Attitudes and Behavior Stages, along with Recommendations for Applying the Findings
Detailed characteristics of each segment, along with recommendations for tailored communications and education, are provided below.
Pollination Ponderers
- They are neutral and undecided whether to support pollinator-friendly roadsides and constitute about 24% of the responding road users. They are in the contemplation stage and are aware of roadside pollinator habitat.
- Their primary motivators are a sense of connection to their community and the opportunity to observe wildlife and pollinators in action. These individuals fear or dislike certain wildlife and are also concerned about safety.
- Sharing success stories and vivid visuals showing safe, well-maintained pollinator-friendly roadsides would help to engage them in supporting pollinator-friendly roadsides.
- Communications emphasizing how local native plants and wildlife strengthen community identity and natural beauty could also motivate this segment.
- Organized guided tours, demonstration sites, or virtual events to show what a pollinator corridor looks like and explain how safety is maintained help to minimize their fear or dislike of certain wildlife and to address uncertainty.
Positive Pollinator Passerbys
- This segment represents about 37% of the responding road user population. This largest segment could serve as a primary target for pollinator-friendly initiatives (Warner et al., 2025). They remain in the precontemplation stage because they generally hold a positive attitude toward pollinator conservation but are not thinking about acting.
- They are the least knowledgeable about pollinator-friendly roadsides and rarely notice or pay attention to related features while driving.
- Costs for taxpayers were the highest-ranked barriers. We can motivate these individuals by educating them about potential cost savings, personal health and well-being benefits, and the ecological benefits of pollinator-friendly roadsides. These roadside habitats can support beneficial insects that serve as natural enemies of agricultural pests (Warner et al., 2025).
- To engage people from this road user segment, we can use simple, cost-focused messaging and relatable stories showing how roadside pollinator habitats can save taxpayer dollars through reduced mowing or chemical use (Hopwood et al., 2015; Warner et al., 2025).
- Eye-catching educational signs that link pollinator health to everyday benefits such as fresh local produce would help to engage them in supporting pollinator-friendly roadsides.
- Social media infographics and short videos can raise curiosity and build fundamental knowledge about pollinator-friendly roadsides.
Pollinator Patrons
- Pollinator Patrons have a moderately positive attitude and a strong willingness to act and are already actively supporting pollinator-friendly roadsides. They comprise 11% of the responding Florida road users in a highly valuable but small segment.
- They pay close attention to roadside elements such as signs and information displays at rest stops. They demonstrate a strong understanding of pollinators.
- Surprisingly, this segment reported more perceived barriers than other segments, including worry about impacts on infrastructure, concerns over perceived maintenance costs, and doubts about tangible benefits. This segment demonstrated the highest level of knowledge and engagement with pollinator-friendly roadsides. Providing them with case study data and cost-benefit analysis data could help to reduce their doubt about expected outcomes (Warner et al., 2025).
- Offering Pollinator Champion Certificates could encourage continued involvement within this segment. We can share success stories at community events or online, as well as ways to volunteer or lead local roadside planting events.
- Extension professionals targeting this segment should provide individuals with information to address lingering concerns and help them become trusted information sources in their neighborhoods.
Pollinator Advocates in Waiting
- This segment represents about 28% of the sample and has a strongly positive attitude and a high willingness to act. They are in the preparation stage and are actively seeking information and ways to get involved.
- They are motivated by biodiversity, local farm support, and environmental benefits. They also share concerns about wildlife vehicle collisions and road safety.
- We can support these individuals by providing clear, actionable steps to move from interest to action, such as a local pollinator-friendly plant guide and links to volunteer opportunity sign-ups.
- Installing demonstration gardens at rest areas or community centers and highlighting real examples of thriving roadside habitats that balance biodiversity with road users' safety would help engage these individuals in supporting pollinator-friendly roadsides.
Conclusion
Using the road user profiles and identifying differences in knowledge, attitude, and readiness to support pollinator-friendly roadsides among the profiles, practitioners can craft an innovative, targeted outreach program. Strengthening motivators, removing or reducing barriers, and helping people move through stages of change can build stronger public backing for these habitats. Ultimately, this will help to protect Florida's biodiversity, boost local agriculture, and make roadsides safer, greener, and more sustainable for people and pollinators.
Acknowledgment
This work is supported by the Disney Conservation Fund and the Crop Protection and Pest Management (CPPM, EIP) program, project award no. 2024-70006-43670, from the U.S. Department of Agriculture’s National Institute of Food and Agriculture.
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