This paper reflects on the continued persistence of the idea in conservation research and practice that poverty drives biodiversity loss (the poverty-biodiversity loss association [PBLA]). We draw on evidence to show how the PBLA has proven resistant to counter-evidence and is particularly visible at local-level implementation, and is often implicit in conservation strategies. We untangle three underlying reasons that help to explain why the PBLA has persisted under a verisimilitude (seeming truth) that can leave it hiding in plain sight. In doing so, we offer conservation science and practice the means to recognise and thereby remedy this thinking where it exists, and in so doing, advance conservation towards its aims of equitable and effective delivery. We outline how the Connected Conservation model may be better equipped to challenge the disproportionate role of wealth in biodiversity decline whilst empowering biodiversity stewards and their plural knowledge, values and governance systems.