In February 2014, Sir Richard Branson, in response to criticism of Virgin Air’s involvement with tourism to marine parks, pledged that Virgin would no longer partner with organizations that take marine mammals from the wild. To develop that pledge, and Virgin’s business strategy going forward in a time of increased debate about the ethics of marine mammal captivity, Virgin convened a two-day summit in Miami, in June, so it could sit down with marine park industry representatives and animal welfare advocates to explore all the issues around marine mammal captivity.
It is rare for advocates on both sides of this issue to sit down face-to-face, and it is a reflection of Virgin’s weight and importance that it happened at all. It must have been been a very, shall we say, interesting discussion. And Virgin has just released a fascinating summary of the discussion.
How Virgin proceeds from the summit in refining and implementing Sir Richard Branson’s pledge will help set a standard for other businesses that are connected to the marine mammal captivity industry.
For now, and for the record, here are some of the key points and discussions from the Summit (highlights are mine):
John Racanelli (Balitmore’s National Aquarium): In an effort to understand the future “customer,” the National Aquarium was part of a larger consortium of U.S. Universities, zoological institutions, and government agencies that commissioned a nationwide study to understand public attitudes, perceptions and beliefs in the U.S.A. regarding aquariums. The ongoing survey has collected data over
eight years with annual sample sizes of up to 32,000 and asks respondents nationwide to rank levels of agreement with
a range of statements. The data are not publicly available, but John Racanelli did share some of the findings. The data
indicate a shift in attitudes, perceptions and beliefs regarding the value and appropriateness of holding cetaceans in
captivity and it becomes particularly pronounced for the Millennial generation, where the survey observed a material decline in the desire to see cetaceans in any kind of captive setting.