Fifty years have elapsed since the first publication of Ambio. Throughout this period, fundamental changes have occurred in societal attitudes to biodiversity conservation. Ambio has published numerous papers that have aligned with these new approaches. High citations numbers suggest that Ambio papers have had a significant impact on conservation strategies. We review these publications and find that they align well with changed societal perspectives on biodiversity. Ambio papers have called for greater contributions of local and indigenous peoples and for conservation in multi-functional landscapes. The 1992 Convention on Biological Diversity built on these principles. Negotiations are now underway for a post-2020 framework for biodiversity. Ambio papers have argued for a stronger scientific basis for conservation and for the need to adapt to changing conditions and to the rich diversity of societal preferences for conservation. International processes favor simple, generalizable approaches to conservation but we call for recognition of the diversity of ecological and human conditions in which conservation occurs. There is a need to build capacity to support a diversity of conservation approaches that are adapted to changing local conditions and to the priorities of diverse human societies.