I contend that our values are muddled and misplaced. As a society, Nature is grossly undervalued relative to other commodities and priorities despite its integral and central role in our psyche and culture. The increasing dissociation of humans from nature, physically, intellectually and culturally, threatens the conservation ethic and all our efforts at conserving Nature in the long term, for human benefit or for its own sake. We need to reverse the increasing human isolation from the natural environment by encouraging our children and the wider public to engage with Nature. The formative experiences thus gained might, with time, change societal priorities in favor of a renewed conservation ethic.