Overview
In November 2016, Bornean orangutans were reclassified as “critically endangered” — one step from extinction in the wild. #OrangutanCriticallyEndangered highlighted how palm oil production was destroying their rainforest habitat at catastrophic rates, with populations declining 50% in just 16 years.
Significance
Orangutans lost 100,000 individuals from 1999-2015, primarily due to deforestation for palm oil plantations. Indonesia and Malaysia produce 85% of global palm oil, found in half of all supermarket products. Adult males are killed as pests when plantations encroach on forest, and infants are sold into illegal pet trade after mothers are killed.
Viral Awareness
Heartbreaking videos went viral: orangutans desperately clinging to bulldozed trees, emaciated individuals wandering destroyed landscapes, and rescue workers saving displaced apes. The footage personalized the crisis through orangutans’ human-like expressions and behaviors. Celebrities including Leonardo DiCaprio amplified conservation calls.
Consumer Movement
The crisis sparked boycotts of products containing non-sustainable palm oil. #BoycottPalmOil trended repeatedly. Major brands faced pressure to source certified sustainable palm oil (CSPO). Iceland supermarket’s banned palm oil Christmas ad went viral in 2018. Apps emerged to help consumers identify palm oil products.
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