Public authorities need to step up efforts in valuing ecosystem services and acknowledging these values in cost-benefit analyses, planning processes, market incentives and the allocation of public funds. However, also non-state actors have a role to play. By engaging in the pilot payment for ecosystem services schemes of the WWF project, local people and businesses have become more aware of the important benefits they are used to enjoy for free, such as healthy food, clean air, beautiful landscapes, or watching rare birds, thus motivating them to make immediate and long-term investments into biodiversity conservation. And finally, consumers can make a positive contribution by making responsible choices and giving priority to commodities and services causing the least burden to ecosystems, even if the price is – still - higher.