At the UN Biodiversity Conference nearly 200 countries agreed to adopt the Global Biodiversity Framework (GBF). Among the 26 targets set out in the draft document is the much-publicised “30 by 30” commitment: to protect 30% of Earth’s land and marine surfaces by the year 2030. UN figures indicate that only 17% of land and inland water ecosystems and only 8% of coastal ecosystems and ocean are currently protected …As scary as a 30% protected area target may be to the forest industry … we can’t ignore the issue. The papers I discussed in this essay don’t represent fringe beliefs; indeed, they have been published in mainstream journals, including Science and Nature. Moreover, the conservation biology community has been actively, and successfully, working to turn its ideals into political reality. What we can do is engage – with conservation biologists, policy makers, and all of the many other stakeholders in global forest management. If we don’t, we may find that many land use decisions are made without us.