Charisma Making a Comeback: The Rise of the Pine Marten and the Power of Perception in Conservation

When we think of charismatic animals, we often imagine creatures with show-stopping qualities—maybe they’re massive, rare, or downright beautiful. Our fascination is drawn to these defining features, which is why certain animals, especially large predators or exotic species, dominate our imagination and our conservation efforts. The graph below, created by Celine Albert for the National Institute for Health, highlights this trend by showing the animals most commonly viewed as charismatic. Not surprisingly, you’ll notice that small European mammals don’t make much of a showing on the list….

One animal notably absent from this "charismatic" list is the pine marten (Martes martes). Though perhaps not conventionally charismatic, the pine marten is an animal with ample personality and a vibrant presence in the ecosystem. Unlike the stereotypical "charismatic" animals, the pine marten is small, agile, and understated, but its character and ecological importance are massive. In fact, if we look beyond the "big and beautiful" narrative, we find that these lesser-celebrated animals like the pine marten play an equally crucial role in their habitats.

Another interesting aspect of Albert’s findings is how closely the list of "charismatic" animals correlates with public conservation efforts and reintroduction programs. Take, for instance, the Grey Wolf. Although it’s listed as a species of "Least Concern" on the IUCN Red List, with stable and growing populations worldwide, it has benefited from some of the most significant reintroduction efforts in modern conservation. Evans et al. highlighted this phenomenon in their paper, Reintroduction Biology and the IUCN Red List: The Dominance of Species of Least Concern in the Peer-Reviewed Literature, pointing out that our conservation efforts often prioritise species that we find relatable or iconic, even if they arenot at immediate or even a slight risk of extinction in this example. This trend underscores the influence that charisma has on conservation—but it also suggests an opportunity for a shift in perspective, one where animals like the pine marten can take the spotlight.

The Missing Mustelid

The pine marten is a striking creature, not because of sheer size or rarity, but because of its unique charm. With its slender body, bushy tail, and pale yellow "bib" adorning its throat, it’s an animal that’s easy to recognise once you know what to look for. Adult pine martens typically measure around 50 to 70 centimetres in length, with males slightly larger than females. Unlike larger predators that roam open fields, pine martens are primarily nocturnal and thrive in dense woodlands. Here, they find mature trees for shelter and ample prey to hunt, relying on the forest's structure to support their arboreal lifestyle.

Though they’re somewhat smaller than most iconic predators, pine martens play a crucial role in the health of their ecosystem. As opportunistic carnivores, they act as a control within the food web, balancing populations of prey species and, indirectly, contributing to the recovery of species like the red squirrel. Interestingly, pine martens hunt grey squirrels more frequently than red squirrels. This difference comes down to behaviour and biology as grey squirrels, which are heavier and less adapted for speed, make easier targets for pine martens. Red squirrels, in contrast, are lighter and quicker, able to escape these agile predators. This predation pattern has allowed red squirrel populations to rebound in areas with a strong pine marten presence.

The pine marten’s impact doesn’t stop with squirrel dynamics and being a saviour of our lead flashing; their predation on small mammals, birds, and insects prevents overpopulation and promotes a balanced ecosystem. In this way, they help keep the forest healthy, ensuring no one species can dominate and cause damage to the trees or the broader biodiversity. Their ability to consume a variety of foods, including fruit, further underscores their role as ecological stabilisers, keeping both flora and fauna in check and promoting forest resilience.

Conservation Efforts and the Remarkable Comeback of the Pine Marten

Like many predators, pine martens were targeted throughout the 18th century, when their numbers dwindled dramatically due to hunting and trapping. Viewed as threats to game populations, they were systematically removed by gamekeepers, who sold their pelts at high prices. The relentless hunting pushed the pine marten population in the UK close to extinction, with their last stronghold in the remote forests of Scotland. By 1924, it was estimated that only around 50 breeding pairs remained in the UK.

However, with the rise of conservation awareness in the late 20th century, this began to change. Legal protections, along with public awareness campaigns, brought attention to the importance of preserving native species like the pine marten. Efforts to reintroduce and protect these animals took root, particularly in areas where suitable forest habitats could support their populations. In recent years, reintroduction programs have even expanded to parts of southern England, allowing the pine marten to reclaim territories it had been forcedto abandon centuries ago.

Today, the population has rebounded to an estimated 1,500 to 2,000 breeding pairs in the UK—a stunning recovery for a species once on the brink. This resurgence is more than a conservation success story; it’s a reminder that, with enough dedication and public support, species that lack initial "charisma" can become emblematic of a balanced, healthy ecosystem. The pine marten’s comeback reflects a shift toward valuing animals for their ecological roles, not just their aesthetic appeal.

A New Kind of Charisma in Conservation

The story of the pine marten is an inspiring example of how our understanding of charisma in wildlife is evolving. Charisma isn’t just the beauty, grandeur or impressive statistics of a species—it’s also about the impact, character, and significance of a species within its habitat. By broadening our concept of what makes an animal "charismatic," we can elevate the status of species like the pine marten and foster conservation efforts that support a wider variety of animals, including those that don’t typically make the headlines.

As we move forward, we at Willow and Wilde believe that we should continue to redefine charisma in a way that values all creatures for their unique contributions. After all, the resilience and subtle charm of the pine marten show us that sometimes, the most unassuming animals have the most profound impacts on their ecosystems. And as we’ve seen right here in the UK, when given a chance, they’re more than capable of making an impressive comeback. 

References:

Albert C, Luque GM, Courchamp F (2018) The twenty most charismatic species. PLoS ONE 13(7): e0199149. https://doi.org/10.1371/journal.pone.0199149