Disentangling public perceptions to pave the way for pollinator-friendly roadsides

Rapid urbanization and land use changes have resulted in extensive road coverage, making roadsides increasingly important as critical landscapes that can support biodiversity. Pollinator-friendly roadsides offer ecological benefits, but public support is essential for their successful implementation. Despite this, adequate audience analyses to inform impactful public initiatives benefiting pollinators have not been conducted. This research study aimed to document public knowledge, perceptions, concerns, and information-seeking preferences regarding pollinator-friendly roadsides to guide future communication campaigns.