Why are we still failing to stop deforestation? While national and international efforts to reverse the trend of deforestation have multiplied in recent years, there is still no clear evidence to suggest that these initiatives are actually working. A new paper published in One Earth, calls for a radically different approach that focuses on our understanding of how individuals make their choices about forests and livelihoods. In their paper, the collective of 23 researchers, consultants, and NGO actors from 13 different countries in Europe and North America argue that deforestation and reforestation policies must be as complex as the humans they implicate.