In a significant move towards fostering inclusivity and acknowledging the problematic legacy of its former namesake, the New York City Audubon has undergone a transformative rebranding. On June 5, 2024, the organization's members voted to approve the new name, "NYC Bird Alliance," marking a departure from the tainted past associated with James Audubon.
The decision to change the name was not taken lightly and involved a multi-year process of assessing the Audubon name and exploring alternatives. The organization sought input from more than 1,000 individuals and considered a pool of 250 names suggested by its members and stakeholders. This collaborative approach ensured that the new name would resonate with the organization's mission and values while addressing the concerns surrounding James Audubon's history.
While acknowledging John James Audubon's contributions to art and ornithology, as well as his role in laying the foundation for nature appreciation and conservation in the United States, the organization recognized the harmful and offensive nature of his views and actions towards people of color and Indigenous communities. The ongoing harm caused by this association presented a significant barrier to individuals who might otherwise engage with or support the organization's work.
The chosen name, "NYC Bird Alliance," encapsulates the organization's focus on urban biodiversity and its commitment to working collaboratively with partners in advocacy, conservation, science, and engagement. By emphasizing the alliance aspect, the organization underscores the importance of collective efforts in achieving its goals and creating a more inclusive environment for all those passionate about bird conservation.
The rebranding process involved a thorough assessment of the organization's values, mission, and the impact of its association with James Audubon. The decision to change the name was not made in isolation but rather as part of a broader movement within the conservation community to address historical injustices and create a more equitable and inclusive future.
As the NYC Bird Alliance moves forward under its new identity, it remains committed to its core mission of protecting birds and their habitats in the urban landscape of New York City. The organization will continue to engage in advocacy efforts, conduct scientific research, and provide educational opportunities to foster a deeper appreciation for the city's avian residents.
The name change serves as a powerful statement of the organization's dedication to creating a welcoming and inclusive space for all individuals passionate about bird conservation, regardless of their background. By distancing itself from the problematic legacy of James Audubon, the NYC Bird Alliance aims to remove barriers and encourage greater participation in its vital work.
As the conservation community grapples with the complex histories of its founding figures, the NYC Bird Alliance's decision to rebrand stands as a testament to the importance of acknowledging past wrongs and actively working towards a more just and equitable future. Through this transformative process, the organization sets an example for others to follow, demonstrating that change is possible when organizations are willing to listen, learn, and adapt to the needs of the communities they serve.
