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The fundamental properties of organisms—what they are, how and where they live, and the biotic and abiotic interactions that link them to communities and ecosystems—are the domain of natural history. We provide examples illustrating the vital importance of natural history knowledge to many disciplines, from human health and food security to conservation, management, and recreation. We then present several lines of evidence showing that traditional approaches to and support for natural history in developed economies has declined significantly over the past 40 years. Finally, we argue that a revitalization of the practice of natural history—one that is focused on new frontiers in a rapidly changing world and that incorporates new technologies—would provide significant benefits for both science and society.