For more than 60 years, one TV series has done more than showcase wildlife — it has inspired an entire generation of conservationists. Mutual of Omaha’s Wild Kingdom, in partnership with the Association of Zoos and Aquariums (AZA), unveiled the “Wild Impact Report,” a look at how the legendary TV series inspired generations of wildlife professionals across the nation.
Decades later, the show’s impact prevails, making it not just a legacy, but a living force shaping generations of conservation leaders and instilling a deep passion for wildlife in the hearts of countless viewers turned scientists, conservationists and educators.
New survey finds Mutual of Omaha’s Wild Kingdom ignited generations of conservation careers
The 2025 “Wild Impact Report” confirms what long-time fans have long felt. Mutual of Omaha’s Wild Kingdom didn’t just entertain — it planted seeds of passion and purpose. Showing just how deeply the series has influenced countless AZA professionals worldwide, the findings prove stories told well, and watched by children, can plant seeds that bloom decades later. The survey also showed the impact media has on inspiring STEM education from an early age.
‘Wild Impact Report’ findings
- 77% of AZA employees say Mutual of Omaha’s Wild Kingdom influenced their decision to pursue a career working with wildlife.
- The influence was especially strong among seasoned professionals.
- 82% of those with 10 or more years of experience said the show played a significant role in shaping their career paths.
- Across all age groups, survey responders consistently credit watching Mutual of Omaha’s Wild Kingdom as a career influence:
- 60% of Generation Z (ages 13–28)
- 49% of millennials (ages 29–44)
- 69% of Generation X (ages 45–60)
- 93% of boomers (ages 61-70)
“Many of those young viewers grew up to become scientists, conservationists and educators — driven by a show that made the wonders of nature and the importance of wildlife conservation accessible to all,” said Jen Wulf, vice president of Brand Marketing at Mutual of Omaha.
“Today, many of those same individuals are tuning into Mutual of Omaha’s Wild Kingdom Protecting the Wild with their children and grandchildren. One generation, inspired to act. The next, just beginning to dream. That’s the enduring magic of Wild Kingdom — a timeless legacy of wonder, education and protection that continues to ripple across generations.”
When respondents shared how Mutual of Omaha’s Wild Kingdom impacted them and helped shape their understanding of wildlife conservation, some clear themes roared to the surface.
- Wild ties that bind: Many shared childhood memories and family traditions linked to watching the show together on Sunday nights, highlighting its lasting impact over the years.
- Science, but make it cool: Respondents noted the program deepened their understanding of ecosystems and animals, breaking barriers to complex topics in an educational and entertaining way.
- From couch to career: Respondents shared that the show offered their first glimpse into real-world conservation work, making careers in wildlife care, environmental science and education feel both accessible and essential.
Photo Courtesy of AZA
“Growing up, I dreamed of wrestling anacondas like Marlin Perkins or diving alongside Jacques Cousteau. Mutual of Omaha’s Wild Kingdom ignited my connection to nature and inspired a more than 40-year career in wildlife conservation,” said Dan Ashe, president and CEO of the Association of Zoos and Aquariums.
“We’re deeply grateful for Wild Kingdom’s contributions to AZA SAFE: Saving Animals from Extinction. Through featuring the work of our AZA organizations on the show and podcast, we’re educating and inspiring new generations. And we’re also proud to honor the legacy of Wild Kingdom through our highest distinction, the R. Marlin Perkins Award for Professional Excellence.”
Reviving the series for a new generation of protectors
Mutual of Omaha’s Wild Kingdom was more than just a television show — it served as a gateway to wildlife education. In 2023, the beloved series made a triumphant return to its original broadcast network, NBC, with a new series for the next generation, Mutual of Omaha’s Wild Kingdom Protecting the Wild.
Co-hosted by Peter Gros and Dr. Rae Wynn-Grant, the Daytime Emmy®-nominated and multi-Telly Award-winning series continues to capture imaginations and forge connections across generations. It shines a spotlight on stories of conservation success and highlights the dedicated work of caring, compassionate experts — including those at AZA-accredited organizations — who are making a meaningful impact on our natural world.
Currently airing its second season, Mutual of Omaha’s Wild Kingdom Protecting the Wild invites a new generation to fall in love with the wild, just as their parents and grandparents once did.
Tune in on Saturdays on NBC’s “The More You Know” time block to watch the latest episodes or stream episodes on NBC.com and Peacock.
