There are some who believe that species diversity should be preserved, not just because it is valuable to us, but simply "because." Such people believe that each species is a creation of god and a product of millions of years of evolution, and should be respected if for no other reason. They argue that we are of the earth and must take care of our home (after all, if we can't live here, where will we go?). And too, they say that it is selfish to exploit the entire planet without regard for the future. Instead, we should be "good stewards of the earth" and consume modestly, for the sake of the next generation.

The typical person with an eco consciousness is an urban dweller of the first world, educated, and at least middle class. Basic needs are easily met so there is much time for recreational thinking. Such people are very much in a minority worldwide though they often have considerable voice and political clout. Many others genuinely lament humanity's pillaging of the planet but simply don't have the time to give it more than a passing thought as they get through their days filled with more pressing issues. Critically, the vast majority of persons on the planet do not have the luxury of even caring. For most of them just getting enough to eat is a daily struggle.

The largest of the world's macaw species, the hyacinth macaw is truly one of nature's most beautiful creatures. Increasingly endangered from habitat loss and the pet trade, efforts are being made to restore wild populations of this magnificant bird. The Hyacinth Macaw Project of Brazil has met with some success, supported by tourist dollars. Ecotourism encourages the conservation of species around the world. If it doesn't do so with minimum impact, it is not ecotourism.