The power of change: the story of the Monarch Butterfly Reserve

In November 2025, during my travels through Mexico, I visited the Monarch Butterfly Biosphere Reserve — a place where millions of butterflies gather. I was not only fascinated by the epic migration of these butterflies to Mexico, but also by how it has been possible to protect this reserve at all. The local communities were initially anything but happy with the arrival of so many butterflies. That curiosity led me to explore the story behind the protection of the monarch butterfly. It turned out to be a powerful example of change communication, which I later used in my lecture for Logeion on behavioral change on December 4, 2025.

TL;DR — in short
Protecting the monarch butterfly in Mexico did not happen automatically. Villages that depended on logging for their livelihoods had to be convinced of a new story — and new behavior. That only worked when three things came together: local leaders took the lead, nature conservation created real economic benefits (through ecotourism and compensation programs), and the butterfly became a source of identity and pride. It is a powerful example of change communication in which knowledge, emotion, economic incentives, and enforcement reinforce one another.

The migration of the monarch butterflies

The monarch butterfly (Danaus plexippus) is one of the most spectacular migratory insect species in the world. Every fall, millions of butterflies travel roughly 4,000 to 5,000 kilometers from Canada and the United States to the mountain forests of Michoacán and the State of Mexico. There, they overwinter in cold, moist oyamel fir forests that offer exactly the right microclimate: cool enough to conserve energy, but not so cold that the butterflies die.

In spring, the butterflies head north again. Remarkably, they are never the same individuals that return. The generation that flies to Mexico dies there in the spring. Their offspring then make the journey north in stages. The migration is therefore multigenerational — and almost mythical in nature.

The human side: conflict and risk

The protection of the butterflies is a fascinating example of behavioral change, education, and community building. At first, local residents viewed the forests and the butterflies primarily in economic terms: logging generated income, butterflies were not particularly special, and protection meant loss of livelihood. This created tension — and in some cases even violence.

In 2020, two well-known defenders of the reserve were murdered, most likely because they actively opposed illegal logging. Before and after that, guides, rangers, and villagers who spoke out in favor of conservation were threatened. These tragic events show how persistent and dangerous change can become when interests collide.

How did they convince residents in Mexico not to fight the monarch butterflies?

Multiple mechanisms were used to bring local communities on board, with close cooperation between the Mexican government and local residents.

1. Communication and awareness

From the 1970s and 1980s onward, biologists, activists, and later international NGOs (including WWF) spent a great deal of time in the villages explaining:

• why the forests are crucial to the migration,
• how unique the phenomenon is worldwide,
• that the monarch butterfly is an endangered species,
• and how nature conservation can also create economic opportunities.

This was long-term work, involving school programs, village meetings, and even radio campaigns.

2. Local leaders and role models

At first, the story was told by outsiders — government officials and conservation organizations such as WWF. That approach did not resonate. The message only began to spread when local leaders, teachers, and community heads started talking with their own people. Their arguments carried more weight than those of “outsiders.”

Much of the success came from the fact that the change was driven from within.

3. Economic alternatives to logging

The real tipping point came when residents were offered alternatives to the income generated by logging.

Ecotourism
Today, hundreds of thousands of visitors come to the overwintering areas each year. Horse rentals, guiding services, entrance fees, food services, and local markets generate income for entire communities.

Compensation programs
The Mexican government and international funds paid villages to:

• reduce or stop logging,
• carry out reforestation,
• and patrol against illegal logging.

This made conservation financially attractive.

4. Landscape protection as pride and identity

Over time, the monarch butterfly became a symbol of Mexican nature and national pride. Many villages now see themselves as “guardians” of this global phenomenon. UNESCO World Heritage status (granted in 2008) added extra prestige.

5. Regulation and enforcement

Protection was not based on voluntary action alone. It included:

• stricter forestry laws,
• a protected area (Reserva de la Biosfera Mariposa Monarca),
• ranger supervision,
• and prosecution of illegal logging.

Without enforcement, the effort would not have succeeded.

6. Shared benefits

Crucially, villages themselves had to experience the benefits of conservation. If only governments or NGOs had gained from protection, it would never have worked. The real shift came when entire families noticed that ecotourism, education, and international support were improving their quality of life.

What does this teach us about change communication?

1. Change only works when behavior pays off
People switch behavior only when the benefits are clear. In Mexico, conservation had to generate at least as much value as logging — otherwise it stood no chance.

2. Stories and pride are powerful drivers
A compelling story — the migration of a butterfly that is unique worldwide — can connect people and create pride. That pride generates energy and support.

3. Local leaders are essential
Change works better when it is carried from within. Leaders, teachers, and guides were more credible than international organizations alone.

4. Change takes time and requires persistence
This transition took decades. Conflicts and even tragic incidents were part of the process. Yet the movement continued.

In summary

The protection of the monarch butterfly shows that major change succeeds when:

• people understand why it matters,
• viable alternatives replace old behavior,
• communities can take pride in the outcome,
• and there is a mix of communication, collaboration, and enforcement.

It is a powerful example of change communication: a combination of knowledge, engagement, economic incentives, and a meaningful story.

Huib Koeleman