Parents committed to bringing their children to zoos ascribed the value of the visits to promoting altruism to prepare their children for future social encounters; transferring their own environmental values; encouraging self-esteem; and inculcating cultural norms. This article suggests that ISE educators can attract/engage parents through appealing to moral development for children.
Informal science programs have potential for engaging audiences from non-dominant communities in unique ways. This article investigates specific elements of programs that African American mothers participating in this study preferred for their elementary-aged girls. For ISE educators, this research points out several elements to address when planning programs for African American audiences, including practical issues and content delivery methods, many of these elements could perhaps be applied more broadly for other non-dominant populations.