Research suggests a significant proportion of British children lack basic awareness of the UK’s native red squirrel. A survey of 2,000 children aged between eight and 15 found that one in three did not know red squirrels live in Britain, while one in ten could not identify the animal from a photograph. The findings have raised concerns about declining knowledge of native wildlife among younger generations.
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The red squirrel population has fallen sharply over the past century, declining from an estimated 3.5 million animals 150 years ago to around 120,000 today. The spread of grey squirrels, introduced from North America in the late 19th century, has been a major factor, with competition for food and the transmission of squirrelpox virus contributing to the decline. Red squirrels are now largely confined to Scotland, parts of northern England and Wales, and a small number of islands.
In response to the findings, Center Parcs has partnered with The Wildlife Trusts to campaign for the creation of a red squirrel emoji, aimed at improving recognition of the species among children. Supporters argue that greater visibility in digital culture could encourage curiosity and engagement, helping to foster long-term awareness and conservation interest.
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Conservation figures have said more work is needed to ensure children have opportunities to encounter and learn about red squirrels. Efforts such as habitat management and education initiatives have shown positive results in some areas, while public figures, including members of the Royal Family, have previously highlighted the importance of protecting the species for future generations.
