This chapter is written by Drs. Yufang Gao and Susan G. Clark. Between 2011 and 2016, the global elephant ivory trade garnered significant attention from the conservation and media communities. While international conservationists and the media often singled out China as the primary destination for illegal ivory, diverse groups within China held varying viewpoints. This highlights the imperative of reconciling these perspectives to develop targeted interventions that enhance effective elephant conservation. Utilizing problem-oriented and social process tools, this chapter delves into these complex social dynamics to identify and establish consensus on actionable solutions to combat illegal ivory trade and protect elephant populations. Our findings contrast these differing perspectives while emphasizing shared interests, offering recommendations with the potential to rejuvenate elephant conservation efforts at both strategic and tactical levels. Furthermore, these recommendations pave the way for increased international cooperation on the issue of elephants and other pressing conservation challenges.