Understanding the social and cultural consequences of climate change is a vital consideration for resource managers as they plan for climate adaptation. However,many resource management agencies do not explicitly prioritise the integration of social science into decision-making processes. Incorporating the human dimension into the management of iconic ecosystems threatened by climate change may result in decisions that better reflect their place within the community. Using the Great Barrier Reef as a case study, a World Heritage Area especially vulnerable to the effects of climate change, we present baseline data from the first nationally representative survey (n = 2,002) to explore Australian attitudes about the Great Barrier Reef. Results indicate that the Great Barrier Reef inspires Australians, promotes pride, and instills a sense of individual identity and collective responsibility. These results provide powerful and symbolic levers to enhance public support for policies and behaviours that conserve Reef values. Here we discuss how such high levels of concern and personal connection to an international environmental icon may provide confidence to political leaders, reduce the uncertainty about the importance of iconic ecosystems and provide clarity and guidance to better manage climate-sensitive systems both within Australia and around the world.