In the global effort to address elephant poaching and the broader scourge of wildlife crime, greater attention has been focused on consumption of illegal and unsustainable wildlife products, the driver of most poaching. Conservationists are redoubling efforts to reduce demand for ivory and other products. With the stakes so high and the prognosis for elephants, rhinos and other wildlife so dire if we falter, we must widen our search for solutions. This requires venturing into disciplines beyond the domain of traditional conservation — and tapping into novel sources of inspiration and expertise to probe the complex, nuanced nature of this demand. This lecture presents the recent collaboration with WWF and Dr. Renee Lertzman, “Reducing Desire for Ivory: A Psychosocial Guide to Address Ivory Consumption.” This Guide represents a foray into new territory for conservationists: a psychosocial approach to demand reduction. Drawing from cutting edge psychology and neuroscience, this lecture examines how societal and cultural forces combine with individual experiences and emotions to generate a desire for ivory. With deeper knowledge of the hidden factors that give rise to desire, we gain a more intimate understanding of the ivory consumers we need to engage. Through this stronger connection with our target audiences, we can more effectively redirect their desire away from ivory. Redirecting desire, thereby diminishing ivory demand, represents a major step toward making the world safe for elephants.