The recognition of the deep distress of the environment, locally or globally, and the need to improve and refine our current efforts at changing environment is at the core of ecopsychology.It shift environmental action from shame, fear, and sacrifice to love, joy, and invitation. This stream of ecopsychology argues that we need to shift the motivation for environmental action from shame, guilt, and fear to love, devotion, and joy. More psychologically-sophisticated strategies will appeal to our positive motivations, and these will be more effective and sustainable over the long-haul. Supporting our innate love for the natural world is part of this. Greater intimacy and broader identification with the natural world leads to more love for place and more engaged environmental action.