ecosystem services to a public audience? Exploring the application of these research areas in the context of ecosystem services could help to advance the public’s appreciation of ecosystem services, so that they are able to engage in the practical and policy decisions that will be required to chart a path toward sustainability in the next 50 years.

Key Questions

•  What do we know about the American public’s appreciation of ecosystem services? What is the difference between the aspects of ecosystem services that are appreciated by the public versus those that are less appreciated?

•  What marketed or nonmarketed ecosystem service can be valued, either qualitatively or quantitatively, in a tangible way—providing “today’s” value and the value for future generations? What is the appropriate scale and timeline for such valuation?

•  What ecosystem services are most ripe (i.e., we “know what we know” and “we know what we don’t know”) for developing methods to measure, map, and model, so that the public can better understand the effects of human behavior and policy on the services, and the resulting effects on these services to human well-being? How can these methods be used to develop interactive applications to engage the general public and improve their understanding of ecosystem services?

•  How can remote sensing technology be used to develop applications that provide synchronous understanding of the effects of human behavior and policy on ecosystem services to engage the general public and improve their understanding of ecosystem services?

•  The “general public” consists of a diverse group of constituents with varying levels of appreciation for ecosystem services, and there are many strategies to address each of these audiences. Which “audience(s)” (e.g., k-12 students, parents, the voting public, policy makers, iPod users, others?) would provide the greatest cost-benefit for an initial program to increase their appreciation of the basic principles of ecosystem services? Do we start with people who already have an appreciation for nature, or is there a better starting audience?

•  What are the most cost-effective strategies to increase the selected audience(s) appreciation of the basic principles of ecosystem services?

   —Citizen science led to the creation of the National Weather Service and has been defined as “projects or ongoing scientific work in which



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