Yes, I think the target audience really has to be the “unconverted”, for lack of a better term.
What I would like to see is really pushing home this connection that we have to the land. Typically what you hear out there is that it has to be either the economy or the environment, and that's just not the case. The more we can do to inform people about all the ecological goods and services that natural areas provide, in that they do provide cost savings in terms of other infrastructure needs....
A great role for the federal government might be to put on a marketing campaign. Canada's economic action plan comes to mind because I saw those commercials over and over again. If we could have commercials like that on the mainstream media touting the benefits of habitat conservation and ecological goods and services, who knows? It might be enough to push a critical mass over the edge into this holistic thinking of how we're connected to the environment.