Recent research indicates Americans’ views about how humans should relate with nature have shifted in the past several decades. Where once nature was perceived primarily in utilitarian terms—as resources to be used for human benefit, today people increasingly express care and compassion for nature, and the belief that the value of nature is not dependent upon human uses. Yet, while societal views have shifted, our institutions—particularly resource management agencies—have resisted change. A result is that resource management policy is increasingly contested by various interest groups that advocate starkly different positions. In this talk, using social identity theory as a lens, Dr. Jeremy Bruskotter of Ohio State University will discuss how interest groups shape their members’ and non-members’ views about nature conservation, and perpetuate social conflict. He contends that negotiating these social conflicts and associated tradeoffs in managing ecosystems will be the great challenge of the next generation of resource managers.