Abstract Plant conservation initiatives lag behind and receive considerably less funding than animal conservation projects. We explored a potential reason for this bias: a tendency among humans to neither notice nor value plants in the environment. Experimental research and surveys have demonstrated higher preference for, superior recall of, and better visual detection of animals compared with plants. This bias has been attributed to perceptual factors such as lack of motion by plants and the tendency of plants to visually blend together but also to cultural factors such as a greater focus on animals in formal biological education. In contrast, ethnographic research reveals that many social groups have strong bonds with plants, including nonhierarchical kinship relationships. We argue that plant blindness is common, but not inevitable. If immersed in a plant‐affiliated culture, the individual will experience language and practices that enhance capacity to detect, recall, and value plants, something less likely to occur in zoocentric societies. Therefore, conservation programs can contribute to reducing this bias. We considered strategies that might reduce this bias and encourage plant conservation behavior. Psychological research demonstrates that people are more likely to support conservation of species that have human‐like characteristics and that support for conservation can be increased by encouraging people to practice empathy and anthropomorphism of nonhuman species. We argue that support for plant conservation may be garnered through strategies that promote identification and empathy with plants.