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Global targets for the percentage area of land protected, such as 30% by 2030, have gained increasing prominence, but both their scientific basis and likely effectiveness have been questioned. As with emissions-reduction targets based on desired climate outcomes, percentage-protected targets combine values and science by estimating the area over which conservation actions are required to help achieve desired biodiversity outcomes. Protected areas are essential for achieving many biodiversity targets, in part because many species are highly sensitive to human-associated disturbance. However, because the contribution of protected areas to biodiversity outcomes is contingent on their location, management, governance, threats, and what occurs across the broader landscape matrix, global percentage-protected targets are unavoidably empirical generalizations of ecological patterns and processes across diverse geographies. Percentage-protected targets are insufficient in isolation but can complement other actions and contribute to biodiversity outcomes within a framework that balances accuracy and pragmatism in a global context characterized by imperfect biodiversity data. Ideally, percentage-protected targets serve as anchors that strengthen comprehensive national biodiversity strategies by communicating the level of ambition necessary to reverse current trends of biodiversity loss. If such targets are to fulfill this role within the complex societal process by which both values and science impel conservation actions, conservation scientists must clearly communicate the nature of the evidence base supporting percentage-protected targets and how protected areas can function within a broader landscape managed for sustainable coexistence between people and nature. A new paradigm for protected and conserved areas recognizes that national coordination, incentives, and monitoring should support rather than undermine diverse locally led conservation initiatives. However, the definition of a conserved area must retain a strong focus on biodiversity to remain consistent with the evidence base from which percentage-protected targets were originally derived.