Management of gray wolves (Canis lupus) has a reputation for being one of the most contentious conservation issues in the United States. The topic often conjures stark images of supporters versus opponents: celebratory wolf reintroductions to Yellowstone National Park and Colorado contrasted with ranchers outraged over lost cattle; pro-wolf protests juxtaposed with wolf bounty hunters. These vivid scenes paint a picture of seemingly irreconcilable division.
But in contrast to these common caricatures, surveys of public opinion consistently show that most people around the world hold positive views of wolves, often overwhelmingly so. This trend holds true even in politically conservative U.S. states, often assumed to be hostile toward wolf conservation. For example, a recent study of ours in Montana found that an increasing majority of residents, 74% in 2023, are tolerant or very tolerant of wolves.
Still, the perception of deep conflict persists and is often amplified by media coverage and politicians. But what if these exaggerated portrayals, and the assumptions of division they reinforce, are themselves contributing to the very conflict they describe? In a study published Jan. 6, 2026, we explored this question.
A wolf roams through Yellowstone National Park. Wolves were reintroduced into Yellowstone in 1995.
William F. Campbell/Getty Images
The human side of conservation
We are social scientists who study the human dimensions of environmental issues, from wildfire to wildlife. Using tools from psychology and other social sciences, we examine how people relate to nature and to each other when it comes to environmental issues. These human relationships often matter more to conservation outcomes than the biology of the species or ecosystems in question. Conservation challenges are typically people problems.
Social identity theory describes how many people view those with similar identities as part of their group, and those with different identities as an out-group.
w:en:Jfwang/Wikimedia Commons, CC BY
One of the most powerful yet underappreciated forces in these dynamics is social identity, the psychological force that compels people to sort themselves into groups and take those group boundaries seriously. Social identity theory, a foundational concept in psychology, shows that once people see themselves as members of a group, they are naturally inclined to favor “us” and be wary of “them.”
But strong group loyalties also come with costs: They can distort how people see and interpret the world and exacerbate conflict between groups.
When identity distorts reality
Social identity can shape how people interpret even objectively true facts. It can lead people to misjudge physical distances and sizes and assume the worst about members of different groups. When this identification runs deep, a phenomenon called identity fusion can occur, when…
