In this editorial, I intend to point out how development is threatening the survival of traditional cultures and ethnic groups. I also intend to present its effects on traditional environmental knowledge and then focus on the possible role today’s ethnobotanists can play to stop or slow down this disturbing cultural phenomenon. It is important to understand that stopping development or tourism is not the answer to these issues but rather finding common goals in these enterprises. In this regard, I propose that these ideas be used as starting points for further discussion.