Despite the public’s affection, these animals are still at risk of imminent extinction. Could their popularity even be the reason why they’re in trouble? Seeing lions and giraffes in zoos, in the media and as fluffy toys every day means that people don’t realise how their numbers are dwindling in the wild. “Unknowingly, companies using giraffes, cheetahs or polar bears for marketing purposes may be actively contributing to the false perception that these animals are not at risk of extinction, and therefore not in need of conservation,” co-author of the study Franck Courchamp argues. The report suggests that companies popularising these animals could compensate by donating part of their profits to conservation organisations or using their platforms to raise public awareness.

The animals’ virtual presence doesn’t match their presence in nature, and it’s misleading the general public about their endangerment statuses. The study found that the average person sees two to three times more ‘virtual’ lions through cartoons, logos, and brands in a single year than the remaining total population of wild lions living in the whole of West Africa.