Conservation biology emerged as a crisis discipline in the 20th century amongst an increasing awareness of pollution and habitat loss. Since the early 2000s, societal and monetary benefits of nature were added to the narrative for biodiversity conservation. Using text mining, we show that authors now favour an ecosystem-services over a crisis framing in scientific publications on coastal habitats. This may signal a shift in conservation science from a crisis to a services discipline despite continuing habitat loss. We discuss whether authors should more critically assess what conservation narrative they deploy and what consequences this may have for conservation action.