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We introduced a multilevel model of value shift to describe the changing social context of wildlife conservation. Our model depicts how cultural‐level processes driven by modernization (e.g., increased wealth, education, and urbanization) affect changes in individual‐level cognition that prompt a shift from domination to mutualism wildlife values. Domination values promote beliefs that wildlife should be used primarily to benefit humans, whereas mutualism values adopt a view that wildlife are part of one's social network and worthy of care and compassion. Such shifts create emergent effects (e.g., new interest groups) and challenges to wildlife management organizations (e.g., increased conflict) and dramatically alter the sociopolitical context of conservation decisions. Although this model is likely applicable to many modernized countries, we tested it with data from a 2017–2018 nationwide survey (mail and email …