Between reformative pragmatism and transformative change: EU-Funded ENGOs' biodiversity framing in forestry and agriculture

As biodiversity continues to decline, questions arise regarding how conservation actors shape public and political discourse. This study explores how Environmental Non-Governmental Organizations (ENGOs) funded by the EU Life Grant communicated regarding biodiversity in forestry and agriculture in the years 2020–2021. Using frame analysis of 87 communication items from 12 ENGOs, the study identifies a master frame that views the biodiversity crisis as a multi-dimensional challenge. This frame attributes problem responsibility externally to governments, industry and financial institutions, integrates ecological, socio-economic and governance dimensions and advocates for incremental change within existing systems rather than structural transformation. Theoretically, the study contributes by showing how a master frame can serve as an analytical tool for evaluating the ambition of ENGOs' efforts in responding to the biodiversity crisis. The findings help political actors and practitioners to better interpret and respond to ENGO biodiversity advocacy.