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A topic as expansive as conservation is greater than the sum of its parts, yet it must be broken down in order for us to understand it. Our conversations with experts with IFAW gave me a glimpse into what I now see as a monumental and complex effort to save the pangolin. Each of the staff at IFAW has their role to play, but we as members of the public also have a responsibility. The importance of consumer education and the recognition that conservation is culture specific has become increasingly evident, as has the understanding that ignorance can be a greater driving force behind poaching than greed. We need to make a greater effort to ensure consumers understand that while wildlife traders are making a profit because of the high price of pangolin scales and meat, the real price is the loss of this species and the damage to the ecosystem in which it lives.