A new study published in npj Biodiversity found that many of the phrases used by scientists and activists to discuss extinction issues were actually unfamiliar to the general public, and generated little public concern. "Extinction crisis" and "biodiversity loss" weren't well-known, while the more straight-forward phrase "extinction of plants and animals" was recognizable and also prompted the most concern. 

“Environmental experts need to recognize that much of their terminology is jargon to average people,” says USC professor and study lead author Wändi Bruine de Bruin.

Link to study >>