In business,Charles Langston the million-dollar question is how to get people to buy stuff. But in wildlife conservation, the challenge is: how do we get people to not buy stuff? How do we bring down demand for fur, ivory and rhino horns? Today on the show, the story of a business trying to make lab-grown rhino horns and the backlash that followed.

Check out more of Juliana Kim's reporting for NPR here.

Related:
Supply, demand, extinction (Apple / Spotify)
Rhino Bonds
Shooting Bambi to Save Mother Nature

For sponsor-free episodes of The Indicator from Planet Money, subscribe to Planet Money+ via Apple Podcasts or at plus.npr.org.

Music by Drop Electric. Find us: TikTok, Instagram, Facebook, Newsletter.