A new global study finds that the visual beauty of birds - their colours and shapes - predicts which wild species are traded by people. By analysing data for over 9000 bird species, researchers discovered that the birds people find most aesthetically appealing are also the most likely to appear in wildlife markets.
"The results show a correlation between a species' aesthetic value and its likelihood of being traded, particularly in live markets, where birds are commonly sold as pets or for display", says Anna Haukka, lead author of the study from the University of Helsinki.
The study also found that this aesthetic-driven trade varies by region and product type. Visually attractive live birds are more frequently traded in international markets, while domestic trade shows a weaker connection. Aesthetic appeal also influences the trade of bird products like clothing and ornaments, though it plays a lesser role in markets for meat or traditional medicine.
Beyond beauty, other factors such as body size and geographic range also contribute to a species' trade risk. Larger birds with wider ranges are more likely to be exploited internationally, while smaller species might tend to appear more often in local markets.
"Our findings highlight a troubling pattern: people's preference for visual beauty may unintentionally increase conservation risks for certain species," says Haukka. "Parrots, colourful songbirds, and birds of prey that are often considered especially beautiful, are disproportionately represented in trade, sometimes at unsustainable levels."
Understanding drivers of demand in trade informs early conservation efforts
The authors emphasize that understanding how aesthetic appeal influences demand can help predict future trade targets and inform early conservation efforts. They also call for region-specific strategies, noting that policies like the European Union's wild bird import ban have reshaped market dynamics and the role of aesthetics in trade.
"Perhaps it does not seem surprising that more attractive species are traded more, but the bird trade is dynamic in geography and fashion. Understanding what people find attractive in birds for trade will enable us to predict which species might be targeted in the future," says Simon Bruslund from Copenhagen Zoo, coauthor of the study.
Ultimately, the study underscores a critical message: the allure of beauty can come at a steep ecological cost. By illuminating the link between aesthetics and exploitation, the research offers valuable insights for designing targeted conservation measures, demand-reduction campaigns, and conservation planning and policy to protect some of the world's most admired and vulnerable bird species.
Original research article
Haukka, A., Jürgens, J., Staerk, J., Lehikoinen, A., Bruslund, S. & Santangeli, A., 2025. . Biological Conservation.
