Global support is growing for the 30 × 30 movement — a goal to conserve 30% of the planet by 2030. In May, the G7 group of wealthy nations endorsed the commitment to this target that had been made by more than 50 countries in January. It is likely to be the headline goal when parties to the Convention on Biological Diversity (CBD) meet to discuss the latest global conservation agreement in May 2022 in Kunming, China. So where do the sacred forests of Estonia or shipwrecks in North America’s Great Lakes come in? What do these share with managed fishing grounds in Fiji and bighorn-sheep hunting areas in Mexico? All have the potential to be recognized using a conservation policy tool called other effective area-based conservation measures, or OECMs. Together with protected areas — from Malaysia’s Taman Negara National Park to the Cerbère-Banyuls Marine Reserve in southern France — OECMs could help to achieve the 30% target.