But—believe it or not—there was a time before the iPhone when Apple was known for something else. And it’s latest ad is a telling reminder of what might be its best era.
The company’s latest ad isn’t about the iPhone. Technically, it’s about the Mac, but really, it’s about Apple and what the company wants you to think about what it stands for. And, it’s a reminder of a very different era for the company.
The ad opens with the flicker of a cursor on a blank screen and a voice that sounds both familiar and true.
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“Every story you love, every invention that moves you, every idea you wished was yours, all began as nothing. Just a flicker on the screen asking a simple question: What do you see?”
The voice is Jane Goodall’s.
If you’ve followed Apple for long enough, that name already connects a few dots. Goodall was one of the people featured in Apple’s original Think Different print ad campaign in 1997—the one that marked Steve Jobs’ return to the company he co-founded and, in many ways, saved. The one that wasn’t really about computers at all, but about creativity. It was about imagination and people who “see things differently.”
And that’s what makes this new spot, Great Ideas Start on Mac, feel like a callback to Apple’s best era—the one before the iPhone, before the trillion-dollar valuation, before Apple became the most valuable company on earth. The one when Apple’s identity wasn’t tied to growth curves or quarterly revenue, but to the artists and dreamers who used its tools to make something new.
I have always loved that version of Apple.
Before the iPhone, Apple’s entire story—its entire brand—revolved around creativity. It was a company for artists, designers, writers, and musicians. The Mac wasn’t just a computer—it was a tool just as much as a pencil or guitar or paintbrush. You bought one because you wanted to make something beautiful, and you believed that tools should serve creativity, not the other way around.
Jobs made that belief central to Apple’s DNA. He often said that Apple existed at “the intersection of technology and the liberal arts,” and he meant it. He saw computers not as boxes of circuits but as something that could unlock the greatest forms of human expression.
That’s why the Think Different campaign worked so well. It wasn’t just an ad; it was a manifesto. It told the world that Apple was for people who imagined something that didn’t exist yet. It was about what you could see that others couldn’t.
This new ad doesn’t use those words, but it carries the same spirit. The flicker on the screen is also familiar and true. It reminds us that creativity doesn’t start with code or pixels, but with curiosity.
There’s something poetic about Apple bringing back Goodall. She’s not a celebrity in the traditional sense. She’s a scientist, an activist, and a storyteller. Her work studying chimpanzees wasn’t just groundbreaking—it changed how we think about what it means to be human.
That’s exactly why she was in the original Think Different campaign. She represented the kind of independent creativity and courage that Jobs seemed to admire most: the people who don’t just see the world differently, but act on it.
In this new ad, her voice bridges the gap between Apple’s past and present. When she asks, “What do you see?” it’s a question Jobs himself might have asked. What do you see when you look at a blank page? Or an empty timeline? Or a flickering screen waiting for your next idea?
In 1997, Apple needed to remind the world what it stood for. The company was nearly bankrupt, but the message wasn’t about survival. It was about purpose. That’s what made Think Different so powerful—it was a declaration that creativity mattered.
This new ad feels like a reminder that it still does.
The opinions expressed here by Inc.com columnists are their own, not those of Inc.com.
When legendary primatologist Jane Goodall passed away at 91 earlier this month, many memorials focused on her outsize contributions to science and conservation. They noted how her work studying chimps upended our ideas about humans’ place in the animal kingdom, and they hailed her relentless advocacy for the natural world.
Such celebrations of an extraordinary life were certainly well-earned. But as I read about Goodall’s work, it struck me she wasn’t just an incredible conservationist. She was also an incredible communicator.
People’s enthusiasm for environmentalism varies, to put it mildly. But despite her spending decades deep in the trenches of often polarizing issues, it’s hard to find many people with a harsh word for Goodall. The more I learned about her, the more it became clear why.
Psychologists have investigated in depth what it takes to engage with and actually persuade those who disagree with you. Goodall’s work is the perfect model of what they’ve discovered.
In 2021, Jane Goodall gave an interview to GQto promote a tree planting initiative she’d just launched, at 87. It’s a testament to her vigor deep into her ninth decade. (She’s been held up as a model for healthy aging as well.) It also contains a simple anecdote that captures her communication style.
“I was once in a taxi and it was very early in the morning. I was on my way to the U.S. and I was driving out to Heathrow and I thought, ‘I’ll have a nice little snooze,’” she tells GQ’s Gabriella Paiella.
Her nap, alas, was not to be. The cab driver recognized Goodall and had a bone to pick with her. “You’re all like my sister, I haven’t got time for the likes of you. You care more about animals than people,” he complained. “He went on and on,” Goodall recalled.
Most of us are not at our most patient and fair-minded during early morning trips to the airport. So Goodall could have been forgiven for being brusque. But that’s not how she responded.
“I sat and talked to him through the little window, told him stories about the chimps, told him how our programs in Africa were improving the lives of the people, helping girls to stay in school, better clinics, better education,” she says.
It didn’t seem to make much difference. “Oh, he was grumpy. Didn’t care,” she remembers.
When Goodall went to get out of the cab, the driver didn’t have the correct change for her. She told him to keep the extra cash and donate it to his sister to help with her work on behalf of animals.
“I thought, ‘Ah, well, you’ll go and drink it in the pub and tell people about this crazy woman you talked to,’” Goodall said. But instead, a little while later she got a letter from the sister thanking her for the donation and asking how Goodall had changed her brother’s mind. Since that cab ride, he’d shown a newfound enthusiasm for her cause, even volunteering to help her on a couple of occasions.
A story is worth a thousand facts
You could take this charming story as proof of Goodall’s personal charisma, and that’s partially correct. But Goodall offered the tale as an example of her approach to persuasion. How do you get people who disagree with you to see things from your perspective?
“By talking to people as individuals, by presenting facts fairly, by not blaming, by telling the sort of stories that people remember,” Goodall responds. “Just tell people stories, try and find out who they are, try and find something that links you with them.”
It’s a plainspoken answer that encapsulates a whole lot of psychological research. For instance, when confronted with opinions we view as wrong or incorrect, the first impulse of many of us is to offer corrective facts. But that doesn’t work.
As behavioral scientist Gleb Tsipursky has written, “research on a phenomenon called the backfire effect shows we tend to dig in our heels when we are presented with facts that cause us to feel bad about our identity, self-worth, worldview, or group belonging.”
Goodall doesn’t make the mistake of bombarding the hostile cabby with facts and figures. Instead, she uses stories to make her point. Neuroscience insists this is a jujitsu move for persuasion. Stories, they explain, light up our brains in ways statistics don’t. That only makes them naturally more memorable, but also more likely to elicit empathy. And that human feeling helps break down barriers and open minds to new viewpoints.
“Oxytocin is produced when we are trusted or shown a kindness, and it motivates cooperation with others,” Paul J. Zak, the founding director of the Center for Neuroeconomics Studies at Claremont Graduate University, explained on HBR. Stories “consistently cause oxytocin synthesis.”
First respect, and then persuasion
Not only did Goodall employ stories to smuggle in her message. She used another psychology-endorsed trick, too. When you want to persuade someone, she says, you should “try and find out who they are.”
This insight, too, is backed by research. Stanford researchers recently found that just asking a person you are trying to persuade, “I was interested in what you’re saying. Can you tell me more about how come you think that?” radically improved the other’s party’s willingness to engage and consider other viewpoints.
When we signal to others that we are genuinely open to their viewpoint and its origins, we communicate respect. And when people feel respected, they’re less defensive and more willing to change their minds. If you convince someone you won’t make them feel small for being wrong, they’re unsurprisingly more willing to consider changing their mind.
Jane Goodall’s other legacy
Which is just what Goodall patiently did with her combative cabbie. Rather than sighing, rolling her eyes, or getting on her high horse, she talked to him as an individual. She honored his humanity and he repaid her respect with respect of his own.
Jane Goodall taught the world a lot about chimpanzees. But she also taught us all valuable lessons about how to win a debate. It starts with not approaching it as a debate at all, but as an exchange between curious equals. Both Goodall’s amazing life and a whole lot of psychology suggest that makes all the difference when you hope to nudge people to think differently.
The opinions expressed here by Inc.com columnists are their own, not those of Inc.com.
The beloved environmental leader, whose groundbreaking research with chimpanzees grew into a global movement for conservation, was scheduled to speak to more than 1,000 students in Pasadena before her passing
Credit: Araya Doheny/Getty Images for Sierra Club
The world has lost one of the most iconic voices for science and the environment.
Dr. Jane Goodall, the influential primatologist and activist whose work changed our understanding of chimpanzees and us as humans, passed away at the age of 91 while on her tour in California due to natural causes..
Her passing marks the end of her extraordinary journey. Yet it also carries deep impact. Goodall spent her final days doing what she has done for more than six decades – traveling the globe, sharing her message, and inspiring the next generation to act. She was scheduled to appear in Pasadena this week for more than 1,000 students from schools across Los Angeles.
The Scientist Who Redefined Humanity
In 1960, young Jane Goodall traveled all the way to Tanzania to study wild chimpanzees. At the time, she had little scientific knowledge. She was just a young woman with a notebook, a pair of binoculars, and a passion for what she does.
What she discovered amazed the world.
She discovered chimpanzees using sticks to dig termites out of the ground, as well as hugging one another to show affection, and even fighting in ways that looked oddly familiar to humans. These observations proved that humans were not the only species capable of making tools, showing affection, or getting into conflict.
Her work did not just change science textbooks – it changed the way people thought about animals, and about ourselves. Goodall showed that the line between humans and other species wasn’t as defined as we once believed it to be.
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Credit: Getty Images for Sierra Club
From Scientist to Global Advocate
Goodall’s adventures in the forests of Africa were only the start of her journey.
She soon realized that to protect chimpanzees meant protecting their habitats and bringing awareness to the world about the threats they face.
In 1977, she founded the Jane Goodall Institute to continue her work with chimpanzees and to teach the world about her work and why it is important. A few years later, she launched Roots and Shoots, a youth program that has since spread to more than 60 countries around the globe. Their mission there was simple – give young people the tools they need to improve their communities and protect the planet.
Over the years, she became an important activist as much as she was a scientist. She traveled to lecture halls, conferences, and even classrooms to urge people to rethink the way they move through life. She encouraged people to think differently about the way they eat, shop and treat the world.
In 2002, she was named a UN Messenger of Peace, a role that gave her an even bigger platform to share her messages of hope for the future.
A Cultural Icon
Goodall was also more than just a researcher and activist. She became a cultural figure recognized around the world. She appeared in documentaries, wrote more than two dozen books, and inspired many films. Her soft voice, gentle mannerisms, and quiet determination stood out in our noisy world.
She never lectured with anger, but rather appealed to the people’s sense of compassion and responsibility. That approach made her one of the most respected and admired influential figures of her time.
A Local Chapter in Her Global Mission
Her devotion to young minds was clear even in her final days. Just before her death, Goodall was planning an upcoming visit to EF Academy in Pasadena. The event, called TREEAMS (trees and dreams), was planned as a ceremony with more than 1,000 students from across Los Angeles. Together, they were set to launch a student-led movement to plant 5,000 trees in Los Angeles over the next several years.
Goodall was scheduled to deliver the keynote speech, answer questions from students, and take part in the tree planting ceremony. It was the kind of event she loved the most – a chance to inspire kids to care for the planet and believe in themselves and their ability to change it.
Although she never made it to Pasadena, the project itself now feels like a fitting tribute to her. The students will go and plant trees, carrying forward the very work she has dedicated her whole life to.
Her Long Lasting Legacy
Goodall’s death on tour feels symbolic of her character. She never stopped moving, never stopped educating audiences both big and small, and never stopped working for the furniture she believed in. She often said that “every individual matters, every individual has a role to play, every individual makes a difference.”
That belief defined her life. From the forests of Tanzania to classrooms in Los Angeles, she carries the same message with her. We are all a part of nature, not separate from it, so it is our duty to care for it.
Her loss leaves a hole in our world, but her life’s work remains a blueprint for what comes next.
She has inspired generations of people, from scientists, activists, students and everyday people who are now the ones who must continue her legacy. In every tree planted, every child who looks at the world with curiosity and compassion, Goodall’s spirit lives on within them.
She showed us what is possible in this world when kindness and courage guide us. And even in death, her voice continues to echo, asking us all to protect the planet we share.
Anyone proposing to offer a master class on changing the world for the better, without becoming negative, cynical, angry, or narrow-minded in the process, could model their advice on the life and work of pioneering animal behavior scholar Jane Goodall.
Goodall’s life journey stretches from marveling at the somewhat unremarkable creatures—though she would never call them that—in her English backyard as a wide-eyed little girl in the 1930s to challenging the very definition of what it means to be human through her research on chimpanzees in Tanzania. From there, she went on to become a global icon and a United Nations Messenger of Peace.
Until her death at age 91, Goodall retained a charm, open-mindedness, optimism, and wide-eyed wonder that are more typical of children. I know this because I have been fortunate to spend time with her and to share insights from my own scientific career. To the public, she was a world-renowned scientist and icon. To me, she was Jane—my inspiring mentor and friend.
Despite the massive changes Goodall wrought in the world of science, upending the study of animal behavior, she was always cheerful, encouraging, and inspiring. I think of her as a gentle disrupter. One of her greatest gifts was her ability to make everyone, at any age, feel that they have the power to change the world.
Jane Goodall documented that chimpanzees not only used tools but also made them—an insight that altered thinking about animals and humans.
Discovering tool use in animals
In her pioneering studies in the lush rainforest of Tanzania’s Gombe Stream Game Reserve, now a national park, Goodall noted that the most successful chimp leaders were gentle, caring, and familial. Males that tried to rule by asserting their dominance through violence, tyranny, and threats did not last.
I also am a primatologist, and Goodall’s groundbreaking observations of chimpanzees at Gombe were part of my preliminary studies. She famously recorded chimps taking long pieces of grass and inserting them into termite nests to “fish” for the insects to eat, something no one else had previously observed.
It was the first time an animal had been seen using a tool, a discovery that altered how scientists differentiated between humanity and the rest of the animal kingdom.
Renowned anthropologist Louis Leakey chose Goodall to do this work precisely because she was not formally trained. When she turned up in Leakey’s office in Tanzania in 1957, at age 23, Leakey initially hired her as his secretary, but he soon spotted her potential and encouraged her to study chimpanzees. Leakey wanted someone with a completely open mind, something he believed most scientists lost over the course of their formal training.
Because chimps are humans’ closest living relatives, Leakey hoped that understanding the animals would provide insights into early humans. In a predominantly male field, he also thought a woman would be more patient and insightful than a male observer. He wasn’t wrong.
Six months in, when Goodall wrote up her observations of chimps using tools, Leakey wrote, “Now we must redefine tool, redefine Man, or accept chimpanzees as human.”
Goodall spoke of animals as having emotions and cultures, and in the case of chimps, communities that were almost tribal. She also named the chimps she observed, an unheard-of practice at the time, garnering ridicule from scientists who had traditionally numbered their research subjects.
One of her most remarkable observations became known as the Gombe Chimp War. It was a four-year-long conflict in which eight adult males from one community killed all six males of another community, taking over their territory, only to lose it to another, bigger community with even more males.
Confidence in her path
Goodall was persuasive, powerful, and determined, and she often advised me not to succumb to people’s criticisms. Her path to groundbreaking discoveries did not involve stepping on people or elbowing competitors aside.
Rather, her journey to Africa was motivated by her wonder, her love of animals, and a powerful imagination. As a little girl, she was entranced by Edgar Rice Burroughs’ 1912 story “Tarzan of the Apes,” and she loved to joke that Tarzan married the wrong Jane.
When I was a 23-year-old former NFL cheerleader, with no scientific background at that time, and looked at Goodall’s work, I imagined that I, too, could be like her. In large part because of her, I became a primatologist, co-discovered a new species of lemur in Madagascar and have had an amazing life and career, in science and on TV, as a National Geographic explorer. When it came time to write my own story, I asked Goodall to contribute the introduction. She wrote:
“Mireya Mayor reminds me a little of myself. Like me she loved being with animals when she was a child. And like me she followed her dream until it became a reality.”
In a 2023 interview, Jane Goodall answers TV host Jimmy Kimmel’s questions about chimpanzee behavior.
Storyteller and teacher
Goodall was an incredible storyteller and saw it as the most successful way to help people understand the true nature of animals. With compelling imagery, she shared extraordinary stories about the intelligence of animals, from apes and dolphins to rats and birds, and, of course, the octopus. She inspired me to become a wildlife correspondent for National Geographic so that I could share the stories and plights of endangered animals around the world.
Goodall inspired and advised world leaders, celebrities, scientists, and conservationists. She also touched the lives of millions of children.
Jane Goodall and primatologist Mireya Mayor with Mayor’s book ‘Just Wild Enough,’ a memoir aimed at young readers. Mireya Mayor, CC BY-ND
Through the Jane Goodall Institute, which works to engage people around the world in conservation, she launched Roots & Shoots, a global youth program that operates in more than 60 countries. The program teaches children about connections between people, animals, and the environment, and ways to engage locally to help all three.
Along with Goodall’s warmth, friendship, and wonderful stories, I treasure this comment from her: “The greatest danger to our future is our apathy. Each one of us must take responsibility for our own lives, and above all, show respect and love for living things around us, especially each other.”
It’s a radical notion from a one-of-a-kind scientist.
Jane Goodall, the renowned conservationist who shaped the world’s knowledge of chimpanzees, has died at the age of 91, the institute she founded announced Wednesday.
The Jane Goodall Institute said she died of natural causes while on a speaking tour in California. Goodall had been scheduled to take part in an event in Pasadena billed as “a day of inspiration and action.” At the event Wednesday, a moment of silence was held for Goodall, and a prerecorded video was played of her talking about the importance of youth and their ability to change the world.
“Dr. Goodall’s discoveries as an ethologist revolutionized science, and she was a tireless advocate for the protection and restoration of our natural world,” the institute said in a statement.
Goodall started documenting the lives and habits of chimpanzees in Tanzania as a young woman in the 1960s — but her passion for animals began long before that, in childhood. She told CBS News she would spend hours in a tree at her home in Bournemouth, England, with library books, dreaming of Africa. “I’ll go to Africa, live with animals, write books about them. That was it,” she said.
Jane Goodall communicates with a chimpanzee named Nana on June 6, 2024, at the zoo of Magdeburg, Germany.
JENS SCHLUETER/DDP/AFP via Getty Images
Born in London on April 3, 1934, Goodall grew up during an era with much different expectations for girls. She said she had “no intention of being a scientist, because girls didn’t do that sort of thing.”
She landed a job instead as a secretary with famed paleoanthropologist Louis Leakey after meeting him at a friend’s family farm in Kenya. He raised money to send Goodall to Gombe, Tanzania, for six months to study chimpanzees. At just 26 years old, alone in Africa, Goodall immersed herself in the chimpanzees’ world — of which little was known at the time — and made the groundbreaking observation that the primates used and made tools.
This discovery redefined the scientific world’s understanding of the relationship between humans and animals. Dr. Leakey said upon learning of the findings, “Now we must redefine man, redefine tool, or accept chimpanzees as humans!”
Goodall began studying at Cambridge University shortly afterward and earned her Ph.D. in ethology in 1966. One year later, she gave birth to her only child, son Hugo, whom she had with wildlife photographer Baron Hugo van Lawick. The couple met when National Geographic sent van Lawick to Gombe, Tanzania, to photograph and document Goodall’s research with the chimpanzees.
Goodall said van Lawick’s film got people to believe her research findings, saying that when “his film started doing the rounds, showing the chimps using little twigs to fish for termites, they had to believe.”
The couple divorced after about a decade together and Goodall married Derek Bryceson, director of Tanzania’s national parks, in 1975. Bryceson died in 1980.
She established the Jane Goodall Institute in 1977, which continued research at Gombe and is a global leader in the effort to protect chimpanzees and their habitats. Its youth program, Roots & Shoots, empowers young people in more than 60 countries.
Over the years, she published books and served as a United Nations Messenger of Peace since 2002. In January, then-President Joe Biden honored her with the Presidential Medal of Freedom.
For the last four decades of her life, Goodall traveled the world speaking about climate change, the threats facing chimpanzees and how humans can help solve the problems they’ve created.
Goodall spoke with CBS News in 2020, as the world was grappling with the coronavirus pandemic, and discussed the importance of conservation and the environment.
“We need to realize we’re part of the environment, that we need the natural world. We depend on it. We can’t go on destroying,” Goodall said.
“We’ve got to somehow understand that we’re not separated from it; we are all intertwined. Harm nature, harm ourselves.”
Cara Tabachnick is a news editor at CBSNews.com. Cara began her career on the crime beat at Newsday. She has written for Marie Claire, The Washington Post and The Wall Street Journal. She reports on justice and human rights issues. Contact her at cara.tabachnick@cbsinteractive.com
(Associated Press) – Jane Goodall, the conservationist renowned for her groundbreaking chimpanzee field research and globe-spanning environmental advocacy, has died. She was 91.
The Jane Goodall Institute announced the primatologist’s death Wednesday in an Instagram post.
While living among chimpanzees in Africa decades ago, Goodall documented the animals using tools and doing other activities previously believed to be exclusive to people, and also noted their distinct personalities. Her observations and subsequent magazine and documentary appearances in the 1960s transformed how the world perceived not only humans’ closest living biological relatives but also the emotional and social complexity of all animals, while propelling her into the public consciousness.
“Out there in nature by myself, when you’re alone, you can become part of nature and your humanity doesn’t get in the way,” she told The Associated Press in 2021. “It’s almost like an out-of-body experience when suddenly you hear different sounds and you smell different smells and you’re actually part of this amazing tapestry of life.”
In her later years, Goodall devoted decades to education and advocacy on humanitarian causes and protecting the natural world. In her usual soft-spoken British accent, she was known for balancing the grim realities of the climate crisis with a sincere message of hope for the future.
From her base in the coastal U.K. town of Bournemouth, she traveled nearly 300 days a year well into her 90’s to speak to packed auditoriums around the world. Between more serious messages, her speeches often featured her whooping like a chimpanzee or lamenting that Tarzan chose the wrong Jane.
While first studying chimps in Tanzania in the early 1960s, Goodall was known for her unconventional approach. She didn’t simply observe them from afar but immersed herself in every aspect of their lives. She fed them and gave them names instead of numbers, something for which she received pushback from some scientists.
Her findings were circulated to millions when she first appeared on the cover of National Geographic in 1963 and soon after in a popular documentary. A collection of photos of Goodall in the field helped her and even some of the chimps become famous. One iconic image showed her crouching across from the infant chimpanzee named Flint. Each has arms outstretched, reaching for the other.
In 1972, the Sunday Times published an obituary for Flo, Flint’s mother and the dominant matriarch, after she was found face down on the edge of a stream. Flint died about three weeks later after showing signs of grief, eating little and losing weight.
″What the chimps have taught me over the years is they’re so like us. They’ve blurred the line between humans and animals,″ she told The Associated Press in 1997.
Goodall has earned top civilian honors from a number of countries including Britain, France, Japan and Tanzania. She was awarded the Presidential Medal of Freedom in 2025 by then-U.S. President Joe Biden and won the prestigious Templeton Prize in 2021.
“Her groundbreaking discoveries have changed humanity’s understanding of its role in an interconnected world, and her advocacy has pointed to a greater purpose for our species in caring for life on this planet,” said the citation for the Templeton Prize, which honors individuals whose life’s work embodies a fusion of science and spirituality.
Goodall was also named a United Nations Messenger of Peace and published numerous books, including the bestselling autobiography “Reason for Hope.”
Born in London in 1934, Goodall said her fascination with animals began around when she learned to crawl. In her book, “In the Shadow of Man,” she described an early memory of hiding in a henhouse to see a chicken lay an egg. She was in there so long her mother reported her missing to the police.
She bought her first book — Edgar Rice Burroughs’ “Tarzan of the Apes” — when she was 10 and soon made up her mind about her future: Live with wild animals in Africa.
That plan stayed with her through a secretarial course when she was 18 and two different jobs. And by 1957, she accepted an invitation to travel to a farm in Kenya owned by a friend’s parents.
It was there that she met the famed anthropologist and paleontologist Louis Leakey at a natural history museum in Nairobi, and he gave her a job as an assistant secretary.
Three years later, despite Goodall not having a college degree, Leakey asked if she would be interested in studying chimpanzees in what is now Tanzania. She told the AP in 1997 that he chose her “because he wanted an open mind.”
The beginning was filled with complications. British authorities insisted she have a companion, so she brought her mother at first. The chimps fled if she got within 500 yards (457.20 meters) of them. She also spent weeks sick from what she believes was malaria, without any drugs to combat it.
But she was eventually able to gain the animals’ trust. By the fall of 1960 she observed the chimpanzee named David Greybeard make a tool from twigs and use it to fish termites from a nest. It was previously believed that only humans made and used tools.
She also found that chimps have individual personalities and share humans’ emotions of pleasure, joy, sadness and fear. She documented bonds between mothers and infants, sibling rivalry and male dominance. In other words, she found that there was no sharp line between humans and the animal kingdom.
In later years, she discovered chimpanzees engage in a type of warfare, and in 1987 she and her staff observed a chimp “adopt” a 3-year-old orphan that wasn’t closely related.
Goodall received dozens of grants from the National Geographic Society during her field research tenure, starting in 1961.
In 1966, she earned a Ph.D. in ethology — becoming one of the few people admitted to University of Cambridge as a Ph.D. candidate without a college degree.
Her work moved into more global advocacy after she watched a disturbing film of experiments on laboratory animals at a conference in 1986.
″I knew I had to do something,″ she told the AP in 1997. ″It was payback time.″
When the COVID-19 pandemic hit in 2020 and halted her in-person events, she began podcasting from her childhood home in England. Through dozens of “Jane Goodall Hopecast” episodes, she broadcast her discussions with guests including U.S. Sen. Cory Booker, author Margaret Atwood and marine biologist Ayana Elizabeth Johnson.
“If one wants to reach people; If one wants to change attitudes, you have to reach the heart,” she said during her first episode. “You can reach the heart by telling stories, not by arguing with people’s intellects.”
In later years, she pushed back on more aggressive tactics by climate activists, saying they could backfire, and criticized “gloom and doom” messaging for causing young people to lose hope.
In the lead-up to 2024 elections, she co-founded “Vote for Nature,” an initiative encouraging people to pick candidates committed to protecting the natural world.
She also built a strong social media presence, posting to millions of followers about the need to end factory farming or offering tips on avoiding being paralyzed by the climate crisis.
Her advice: “Focus on the present and make choices today whose impact will build over time.”
Jane Goodall, the trailblazing naturalist whose intimate observations of chimpanzees in the African wild produced powerful insights that transformed basic conceptions of humankind, has died. She was 91.
A tireless advocate of preserving chimpanzees’ natural habitat, Goodall died on Wednesday morning in California of natural causes, the Jane Goodall Institute announced on its Instagram page.
“Dr. Goodall’s discoveries as an ethologist revolutionized science,” the Jane Goodall Institute said in a statement.
A protege of anthropologist Louis S.B. Leakey, Goodall made history in 1960 when she discovered that chimpanzees, humankind’s closest living ancestors, made and used tools, characteristics that scientists had long thought were exclusive to humans.
She also found that chimps hunted prey, ate meat, and were capable of a range of emotions and behaviors similar to those of humans, including filial love, grief and violence bordering on warfare.
In the course of establishing one of the world’s longest-running studies of wild animal behavior at what is now Tanzania’s Gombe Stream National Park, she gave her chimp subjects names instead of numbers, a practice that raised eyebrows in the male-dominated field of primate studies in the 1960s. But within a decade, the trim British scientist with the tidy ponytail was a National Geographic heroine, whose books and films educated a worldwide audience with stories of the apes she called David Graybeard, Mr. McGregor, Gilka and Flo.
“When we read about a woman who gives funny names to chimpanzees and then follows them into the bush, meticulously recording their every grunt and groom, we are reluctant to admit such activity into the big leagues,” the late biologist Stephen Jay Gould wrote of the scientific world’s initial reaction to Goodall.
But Goodall overcame her critics and produced work that Gould later characterized as “one of the Western world’s great scientific achievements.”
Tenacious and keenly observant, Goodall paved the way for other women in primatology, including the late gorilla researcher Dian Fossey and orangutan expert Birutė Galdikas. She was honored in 1995 with the National Geographic Society’s Hubbard Medal, which then had been bestowed only 31 times in the previous 90 years to such eminent figures as North Pole explorer Robert E. Peary and aviator Charles Lindbergh.
In her 80s she continued to travel 300 days a year to speak to schoolchildren and others about the need to fight deforestation, preserve chimpanzees’ natural habitat and promote sustainable development in Africa. She was in California as part of her speaking tour in the U.S. at the time of her death.
Jane Goodall in Gombe National Park in Tanzania.
(Chase Pickering / Jane Goodall Institute)
Goodall was born April 3, 1934, in London and grew up in the English coastal town of Bournemouth. The daughter of a businessman and a writer who separated when she was a child and later divorced, she was raised in a matriarchal household that included her maternal grandmother, her mother, Vanne, some aunts and her sister, Judy.
She demonstrated an affinity for nature from a young age, filling her bedroom with worms and sea snails that she rushed back to their natural homes after her mother told her they would otherwise die.
When she was about 5, she disappeared for hours to a dark henhouse to see how chickens laid eggs, so absorbed that she was oblivious to her family’s frantic search for her. She did not abandon her study until she observed the wondrous event.
“Suddenly with a plop, the egg landed on the straw. With clucks of pleasure the hen shook her feathers, nudged the egg with her beak, and left,” Goodall wrote almost 60 years later. “It is quite extraordinary how clearly I remember that whole sequence of events.”
When finally she ran out of the henhouse with the exciting news, her mother did not scold her but patiently listened to her daughter’s account of her first scientific observation.
Later, she gave Goodall books about animals and adventure — especially the Doctor Dolittle tales and Tarzan. Her daughter became so enchanted with Tarzan’s world that she insisted on doing her homework in a tree.
“I was madly in love with the Lord of the Jungle, terribly jealous of his Jane,” Goodall wrote in her 1999 memoir, “Reason for Hope: A Spiritual Journey.” “It was daydreaming about life in the forest with Tarzan that led to my determination to go to Africa, to live with animals and write books about them.”
Her opportunity came after she finished high school. A week before Christmas in 1956 she was invited to visit an old school chum’s family farm in Kenya. Goodall saved her earnings from a waitress job until she had enough for a round-trip ticket.
Jane Goodall gives a little kiss to Tess, a 5- or 6-year-old female chimpanzee, in 1997.
(Jean-Marc Bouju / Associated Press)
She arrived in Kenya in 1957, thrilled to be living in the Africa she had “always felt stirring in my blood.” At a dinner party in Nairobi shortly after her arrival, someone told her that if she was interested in animals, she should meet Leakey, already famous for his discoveries in East Africa of man’s fossil ancestors.
She went to see him at what’s now the National Museum of Kenya, where he was curator. He hired her as a secretary and soon had her helping him and his wife, Mary, dig for fossils at Olduvai Gorge, a famous site in the Serengeti Plains in what is now northern Tanzania.
Leakey spoke to her of his desire to learn more about all the great apes. He said he had heard of a community of chimpanzees on the rugged eastern shore of Lake Tanganyika where an intrepid researcher might make valuable discoveries.
When Goodall told him this was exactly the kind of work she dreamed of doing, Leakey agreed to send her there.
It took Leakey two years to find funding, which gave Goodall time to study primate behavior and anatomy in London. She finally landed in Gombe in the summer of 1960.
On a rocky outcropping she called the Peak, Goodall made her first important observation. Scientists had thought chimps were docile vegetarians, but on this day about three months after her arrival, Goodall spied a group of the apes feasting on something pink. It turned out to be a baby bush pig.
Two weeks later, she made an even more exciting discovery — the one that would establish her reputation. She had begun to recognize individual chimps, and on a rainy October day in 1960, she spotted the one with white hair on his chin. He was sitting beside a mound of red earth, carefully pushing a blade of grass into a hole, then withdrawing it and poking it into his mouth.
When he finally ambled off, Goodall hurried over for a closer look. She picked up the abandoned grass stalk, stuck it into the same hole and pulled it out to find it covered with termites. The chimp she later named David Graybeard had been using the stalk to fish for the bugs.
“It was hard for me to believe what I had seen,” Goodall later wrote. “It had long been thought that we were the only creatures on earth that used and made tools. ‘Man the Toolmaker’ is how we were defined …” What Goodall saw challenged man’s uniqueness.
When she sent her report to Leakey, he responded: “We must now redefine man, redefine tool, or accept chimpanzees as human!”
Goodall’s startling finding, published in Nature in 1964, enabled Leakey to line up funding to extend her stay at Gombe. It also eased Goodall’s admission to Cambridge University to study ethology. In 1965, she became the eighth person in Cambridge history to earn a doctorate without first having a bachelor’s degree.
In the meantime, she had met and in 1964 married Hugo Van Lawick, a gifted filmmaker who had traveled to Gombe to make a documentary about her chimp project. They had a child, Hugo Eric Louis — later nicknamed Grub — in 1967.
Goodall later said that raising Grub, who lived at Gombe until he was 9, gave her insights into the behavior of chimp mothers. Conversely, she had “no doubt that my observation of the chimpanzees helped me to be a better mother.”
She and Van Lawick were married for 10 years, divorcing in 1974. The following year she married Derek Bryceson, director of Tanzania National Parks. He died of colon cancer four years later.
Within a year of arriving at Gombe, Goodall had chimps literally eating out of her hands. Toward the end of her second year there, David Graybeard, who had shown the least fear of her, was the first to allow her physical contact. She touched him lightly and he permitted her to groom him for a full minute before gently pushing her hand away. For an adult male chimpanzee who had grown up in the wild to tolerate physical contact with a human was, she wrote in her 1971 book “In the Shadow of Man,” “a Christmas gift to treasure.”
Jane Goodall plays with Bahati, a 3-year-old female chimpanzee, at the Sweetwaters Chimpanzee Sanctuary, north of Nairobi, on Dec. 6, 1997.
(Jean-Marc Bouju / Associated Press)
Her studies yielded a trove of other observations on behaviors, including etiquette (such as soliciting a pat on the rump to indicate submission) and the sex lives of chimps. She collected some of the most fascinating information on the latter by watching Flo, an older female with a bulbous nose and an amazing retinue of suitors who was bearing children well into her 40s.
Her reports initially caused much skepticism in the scientific community. “I was not taken very seriously by many of the scientists. I was known as a [National] Geographic cover girl,” she recalled in a CBS interview in 2012.
Her unorthodox personalizing of the chimps was particularly controversial. The editor of one of her first published papers insisted on crossing out all references to the creatures as “he” or “she” in favor of “it.” Goodall eventually prevailed.
Her most disturbing studies came in the mid-1970s, when she and her team of field workers began to record a series of savage attacks.
The incidents grew into what Goodall called the four-year war, a period of brutality carried out by a band of male chimpanzees from a region known as the Kasakela Valley. The marauders beat and slashed to death all the males in a neighboring colony and subjugated the breeding females, essentially annihilating an entire community.
It was the first time a scientist had witnessed organized aggression by one group of non-human primates against another. Goodall said this “nightmare time” forever changed her view of ape nature.
“During the first 10 years of the study I had believed … that the Gombe chimpanzees were, for the most part, rather nicer than human beings,” she wrote in “Reason for Hope: A Spiritual Journey,” a 1999 book co-authored with Phillip Berman. “Then suddenly we found that the chimpanzees could be brutal — that they, like us, had a dark side to their nature.”
Critics tried to dismiss the evidence as merely anecdotal. Others thought she was wrong to publicize the violence, fearing that irresponsible scientists would use the information to “prove” that the tendency to war is innate in humans, a legacy from their ape ancestors. Goodall persisted in talking about the attacks, maintaining that her purpose was not to support or debunk theories about human aggression but to “understand a little better” the nature of chimpanzee aggression.
“My question was: How far along our human path, which has led to hatred and evil and full-scale war, have chimpanzees traveled?”
Her observations of chimp violence marked a turning point for primate researchers, who had considered it taboo to talk about chimpanzee behavior in human terms. But by the 1980s, much chimp behavior was being interpreted in ways that would have been labeled anthropomorphism — ascribing human traits to non-human entities — decades earlier. Goodall, in removing the barriers, raised primatology to new heights, opening the way for research on subjects ranging from political coalitions among baboons to the use of deception by an array of primates.
Her concern about protecting chimpanzees in the wild and in captivity led her in 1977 to found the Jane Goodall Institute to advocate for great apes and support research and public education. She also established Roots and Shoots, a program aimed at youths in 130 countries, and TACARE, which involves African villagers in sustainable development.
She became an international ambassador for chimps and conservation in 1986 when she saw a film about the mistreatment of laboratory chimps. The secretly taped footage “was like looking into the Holocaust,” she told interviewer Cathleen Rountree in 1998. From that moment, she became a globe-trotting crusader for animal rights.
In the 2017 documentary “Jane,” the producer pored through 140 hours of footage of Goodall that had been hidden away in the National Geographic archives. The film won a Los Angeles Film Critics Assn. Award, one of many honors it received.
In a ranging 2009 interview with Times columnist Patt Morrison, Goodall mused on topics from traditional zoos — she said most captive environments should be abolished — to climate change, a battle she feared humankind was quickly losing, if not lost already. She also spoke about the power of what one human can accomplish.
“I always say, ‘If you would spend just a little bit of time learning about the consequences of the choices you make each day’ — what you buy, what you eat, what you wear, how you interact with people and animals — and start consciously making choices, that would be beneficial rather than harmful.”
As the years passed, Goodall continued to track Gombe’s chimps, accumulating enough information to draw the arcs of their lives — from birth through sometimes troubled adolescence, maturity, illness and finally death.
She wrote movingly about how she followed Mr. McGregor, an older, somewhat curmudgeonly chimp, through his agonizing death from polio, and how the orphan Gilka survived to lonely adulthood only to have her babies snatched from her by a pair of cannibalistic female chimps.
Jane Goodall in San Diego.
(Sam Hodgson / San Diego Union-Tribune)
Her reaction in 1972 to the death of Flo, a prolific female known as Gombe’s most devoted mother, suggested the depth of feeling that Goodall had for the animals. Knowing that Flo’s faithful son Flint was nearby and grieving, Goodall watched over the body all night to keep marauding bush pigs from violating her remains.
“People say to me, thank you for giving them characters and personalities,” Goodall once told CBS’s “60 Minutes.” “I said I didn’t give them anything. I merely translated them for people.”
LOS ANGELES — A special 90th birthday celebration was held Wednesday for legendary scientist Dr. Jane Goodall.
National Geographic held a screening of the documentary, “Jane,” at the Greek Theatre in Los Angeles. The event was hosted by National Geographic’s Bertie Gregory and featured a musical performance from Andy Grammer.
“Jane” includes over 100 hours of never-before-seen footage of Dr. Goodall conducting her groundbreaking research on chimpanzees.
“Jane Goodall is an extraordinary human being because she revolutionized the way that we think about, not just chimpanzees, but the natural world as a whole,” Gregory said. “She did it in a time when she was in an incredibly male-dominated field, and a lot of our interpretations of the natural world were male skewed, and it turns out we had it all wrong.”
The event was part of Disney and National Geographic’s ourHOME campaign to coincide with Earth Month.
“Jane” can be streamed on Disney+ and Hulu.
Disney is the parent company of National Geographic and this station.
Here’s a look at the life of world-renowned primatologist, activist and conservationist Jane Goodall.
Birth date: April 3, 1934
Birth place: London, England
Birth name: Valerie Jane Morris-Goodall
Father: Mortimer Morris-Goodall, businessman
Mother: Margaret Myfanwe (Joseph) Morris-Goodall, a novelist
Marriages: Derek Bryceson (1975-1980, his death); Hugo van Lawick (March 28, 1964-1974, divorced)
Children: with van Lawick: Hugo
Education: Cambridge University, Ph.D. in ethology, 1965
Obtained a doctorate without receiving a bachelor’s or master’s first.
Was the first scientist to give names to her research subjects instead of the conventional practice of assigning them numbers.
Found that chimpanzees engage in warfare with neighboring communities and that chimps are capable of altruism, which they display by adopting unrelated orphaned infants.
First to observe chimps eating meat and making and using tools.
1956 – While working as an assistant in a London film studio, she receives an invitation from a friend to visit her farm in Kenya.
1957 – Arrives in Africa and meets famous archeologist and paleontologist Louis Leakey. He hires her as an assistant and then asks her to study a group of chimpanzees living in Tanzania.
July 1960 – Arrives at the Gombe Stream Chimpanzee Reserve in Tanzania to begin her study of chimpanzees.
October 1960 – Goodall observes chimpanzees eating meat; they were thought to be vegetarians.
November 1960 – Observes the first recorded instance of chimpanzees making and using tools.
February 20, 2004 – Is invested as a Dame of the British Empire at Buckingham Palace.
2010 – A documentary film about her life, “Jane’s Journey,” premieres.
March 2013 – Apologizes for plagiarized passages in her book, “Seeds of Hope: Wisdom and Wonder from the World of Plants,” scheduled to be released in April. The Washington Post first reported on the borrowed passages, saying they came from Wikipedia and other websites.
September 30, 2014 – A new species of orchid is named afterGoodall. The Dendrobium goodallianum orchid was collected in Papua New Guinea in 2003.
October 20, 2017 – “Jane,” a documentary about Goodall’s early work with chimps, directed by Brett Morgan, opens.
January 2019 – Announces launch of the Jane Goodall Legacy Foundation, “in the hope that we can create an endowment that will enable the programmes I have developed to continue, new ones to be initiated, and so that the fight for the good of the natural world will continue beyond my lifetime.” It is registered in Switzerland.
April 17, 2019 – Is named to the Time 100, the magazine’s annual list of the most influential people in the world.
May 20, 2021 – Is announced as the winner of the Templeton Prize, an award worth over $1.5 million, that honors “outstanding individuals who have devoted their talents to expanding our vision of human purpose and ultimate reality.”
LOS ANGELES, April 18, 2023 (Newswire.com)
– 11-year-old environmentalist Mason Blomberg, star of the Apple TV+ series JANE, has received the invitation of a lifetime. Mason has been personally chosen by world renowned environmentalist Jane Goodall to be an ambassador for the Jane Goodall Institute‘s Roots & Shoots Program.
Mason Blomberg is a born conservationist. Since he was very young, he has looked up to Dr. Jane Goodall, and at the age of seven, he became a vegetarian himself because he “didn’t want to be the reason animals die.” A talented actor as well, it was no surprise when he was offered a starring role in the Jane Goodall inspired series JANE now streaming on Apple TV+ just in time for Earth Day.
“I really care about the environment and saving animals, so to be part of a show that is sharing this message was a dream come true. Jane Goodall has always been an idol of mine so being on this show not only allowed me to do my favorite thing, which is acting, but also share a message I believe in – what more could a kid ask for?”
On the series JANE, two best friends, Jane and David (Blomberg) set out on imaginative adventures to help protect wild animals all around the world. It was a dream come true for Mason Blomberg who was able to travel to amazing places while learning firsthand about the importance of conservation and protection for the Earth.
The Jane Goodall Institute was founded in 1977 to ensure that her life’s work and vision will “continue to mobilize the collective power of individual action to save the natural world we all share”. In 1991, The Roots & Shoots Program was created for preschool to university age participants to “identify the problems in their communities while becoming the compassionate citizens our planet needs”.
Through the series and his ambassadorship, Mason will be working and interacting with children from around the world to spread the message of Dr. Jane Goodall: “Only if we understand, will we care. Only if we care, will we help. Only if we help, can they be saved.”