Beavers Are Finally Getting the Rebrand They Deserve

It’s about dam time.

Jillian Cooper/Getty

Fight disinformation: Sign up for the free Mother Jones Daily newsletter and follow the news that matters.

It’s been a good week for beavers. On Monday, the New York Times ran an article highlighting the rodents’ position as “highly skilled environmental engineers” capable of mitigating threats like wildfires and drought. The same day, the San Francisco Chronicle dubbed beavers “one of California’s best chances to fight climate change.” And on Tuesday the Los Angeles Times reported that the Golden State is seeking applications for its brand-new beaver restoration unit to protect this “untapped, creative climate solving hero.”

And it’s not just California; pro-beaver policy changes are happening across the US. Here’s the Times:

Beavers, you might say, are having a moment. In Colorado, Idaho, Montana, Nevada, Oregon, Utah, and Wyoming, the Bureau of Land Management is working with partners to build beaver-like dams that they hope real beavers will claim and expand…In Maryland, groups are trying to lure beavers to help clean the water that flows into Chesapeake Bay. In Wisconsin, one study found that beavers could substantially reduce flooding in some of the most vulnerable areas of Milwaukee County.

All of this beaver buzz prompted my editor-in-chief, Clara Jeffery, to ask via Slack, “is…it possible that beavers got a publicist?”

Beavers, after all, have long been seen as a nuisance among some landowners, pests that cause flooding and property damage. According to a federal report, the US Department of Agriculture’s Wildlife Services program exterminated nearly 25,000 wild beavers in 2021. (Authorities employ various methods to eliminate beavers, including trapping, shooting, and snaring. Back in the ’70s, researchers at Auburn University attempted to investigate whether alligators could be used to slim down beaver populations, but after an increase in alligator attacks on humans in Florida at the time, the study was discontinued.)

So, what changed? When I (half-jokingly) asked Ben Goldfarb, author of the 2018 book, Eager: The Surprising, Secret Life of Beavers and Why They Matter if beavers have a new PR agent, his answer was yes—kind of.

To be sure, beaver fans have been around for centuries, if not longer. As Goldfarb writes, many Indigenous groups have long recognized beavers’ value. The Blackfeet tribe, for instance, viewed beavers as a sacred species and prohibited killing the animals. And after Europeans hunted beavers to near extinction to make stupid-looking hats, American naturalist Enos Mills wrote in his 1913 book In Beaver World that beavers were actually “useful to man” and should be viewed as the “original Conservationist.” “This notion of beavers as valuable and good has always been with humans in some form,” Goldfarb says.

But he also notes that in recent years there’s been a growing body of peer-reviewed evidence hyping the utility of beavers. “They improve water quality, they create salmon habitat, they store water in the case of a drought, and they help mitigate flooding after really intensive rainfall,” Goldfarb says. That science is finally trickling down to policymakers and journalists.

Goldfarb points to one particularly influential study: In 2020, California State University Channel Islands environmental scientist Emily Fairfax co-published research showing that beavers and the wetlands they create could help prevent forest fires. It was a phenomenon that scientists had observed before, but hadn’t fully described it in the scientific literature—until Fairfax documented it. “Emily’s wildfire research broke through into popular culture in a way that no other beaver research previously had,” he says.

On a personal level, Fairfax has also in recent years spoken out in favor of beavers, including by advocating for the US Forest Service to change its mascot to Smokey the Beaver and producing a stop-motion video illustrating her research that ended up going viral. (See below.) “Emily is a really prominent beaver voice,” says Goldfarb, who covered Fairfax’s work for National Geographic in 2020. “I think a lot of the media boom is really thanks to Emily.”

Fairfax herself has no qualms about speaking for the beavs. “I kind of joke that you can’t spend a whole lot of time with me before you also become a beaver expert because I talk about it so much,” she says. She is quick to note that messaging from grassroots community groups and individual landowners has made a difference too. “We’re reaching that critical mass, there are enough people who have taken that chance and gambled with beavers and found it successful that the message is really—pardon my pun—spreading like wildfire.” Clearly, the work of Fairfax, Goldfarb, and other so-called “Beaver Believers” is working.

In the US, it’s rare for rodents to achieve any kind of all-star status; critters like mice, rats, gophers, squirrels, and porcupines have yet to secure their spot as environmental heroes in the eyes of most Americans or the media. (Has anyone, for instance, referred to a gerbil as “highly skilled” at anything?) But in the case of the beavers, they are finally getting the rebrand they deserve.

WE'LL BE BLUNT

It is astonishingly hard keeping a newsroom afloat these days, and we need to raise $253,000 in online donations quickly, by October 7.

The short of it: Last year, we had to cut $1 million from our budget so we could have any chance of breaking even by the time our fiscal year ended in June. And despite a huge rally from so many of you leading up to the deadline, we still came up a bit short on the whole. We can’t let that happen again. We have no wiggle room to begin with, and now we have a hole to dig out of.

Readers also told us to just give it to you straight when we need to ask for your support, and seeing how matter-of-factly explaining our inner workings, our challenges and finances, can bring more of you in has been a real silver lining. So our online membership lead, Brian, lays it all out for you in his personal, insider account (that literally puts his skin in the game!) of how urgent things are right now.

The upshot: Being able to rally $253,000 in donations over these next few weeks is vitally important simply because it is the number that keeps us right on track, helping make sure we don't end up with a bigger gap than can be filled again, helping us avoid any significant (and knowable) cash-flow crunches for now. We used to be more nonchalant about coming up short this time of year, thinking we can make it by the time June rolls around. Not anymore.

Because the in-depth journalism on underreported beats and unique perspectives on the daily news you turn to Mother Jones for is only possible because readers fund us. Corporations and powerful people with deep pockets will never sustain the type of journalism we exist to do. The only investors who won’t let independent, investigative journalism down are the people who actually care about its future—you.

And we need readers to show up for us big time—again.

Getting just 10 percent of the people who care enough about our work to be reading this blurb to part with a few bucks would be utterly transformative for us, and that's very much what we need to keep charging hard in this financially uncertain, high-stakes year.

If you can right now, please support the journalism you get from Mother Jones with a donation at whatever amount works for you. And please do it now, before you move on to whatever you're about to do next and think maybe you'll get to it later, because every gift matters and we really need to see a strong response if we're going to raise the $253,000 we need in less than three weeks.

payment methods

WE'LL BE BLUNT

It is astonishingly hard keeping a newsroom afloat these days, and we need to raise $253,000 in online donations quickly, by October 7.

The short of it: Last year, we had to cut $1 million from our budget so we could have any chance of breaking even by the time our fiscal year ended in June. And despite a huge rally from so many of you leading up to the deadline, we still came up a bit short on the whole. We can’t let that happen again. We have no wiggle room to begin with, and now we have a hole to dig out of.

Readers also told us to just give it to you straight when we need to ask for your support, and seeing how matter-of-factly explaining our inner workings, our challenges and finances, can bring more of you in has been a real silver lining. So our online membership lead, Brian, lays it all out for you in his personal, insider account (that literally puts his skin in the game!) of how urgent things are right now.

The upshot: Being able to rally $253,000 in donations over these next few weeks is vitally important simply because it is the number that keeps us right on track, helping make sure we don't end up with a bigger gap than can be filled again, helping us avoid any significant (and knowable) cash-flow crunches for now. We used to be more nonchalant about coming up short this time of year, thinking we can make it by the time June rolls around. Not anymore.

Because the in-depth journalism on underreported beats and unique perspectives on the daily news you turn to Mother Jones for is only possible because readers fund us. Corporations and powerful people with deep pockets will never sustain the type of journalism we exist to do. The only investors who won’t let independent, investigative journalism down are the people who actually care about its future—you.

And we need readers to show up for us big time—again.

Getting just 10 percent of the people who care enough about our work to be reading this blurb to part with a few bucks would be utterly transformative for us, and that's very much what we need to keep charging hard in this financially uncertain, high-stakes year.

If you can right now, please support the journalism you get from Mother Jones with a donation at whatever amount works for you. And please do it now, before you move on to whatever you're about to do next and think maybe you'll get to it later, because every gift matters and we really need to see a strong response if we're going to raise the $253,000 we need in less than three weeks.

payment methods

We Recommend

Latest

Sign up for our free newsletter

Subscribe to the Mother Jones Daily to have our top stories delivered directly to your inbox.

Get our award-winning magazine

Save big on a full year of investigations, ideas, and insights.

Subscribe

Support our journalism

Help Mother Jones' reporters dig deep with a tax-deductible donation.

Donate