Charismatic species such as tigers and pandas are often used as an instrument to promote and increase biodiversity conservation. Measured by the value of willingness to pay (WTP) of citizens, people are generally more likely to donate money or support organizations that focus on (or at least promote through presenting) large, nice looking, spectacular animals as they generally are more liked.

Flagship refers to the idea of a ‘popular charismatic species that serve as symbols and rallying points to stimulate conservation awareness and action’ (Heywood, 1995).

By directing public attention to the decreasing number of Malay tigers due to habitat loss and poaching, the organization can then raise support for the protection of tigers as well as for the entire ecosystem of which the tiger is a part.

Determining a flagship species in conservation campaigns is useful in commercial, ecological, communicational and practical dimensions. However, on the negative side, it shows a strong bias in conservation attention and programmes towards these charismatic species, especially big mammals.