As relationships between people and nature are being reassessed, not least as concerns about climate change gather increasing momentum, so a range of environmental and conservation themes are moving up public and political agendas. Rewilding, simply defined as increasing the role of natural processes within landscapes, is one such theme. This commentary paper outlines the variety of definitions and origins of the concept of rewilding, illustrates some of the elements of rewilding within Europe, and offers some general reflections on the rewilding process. The paper suggests that although many benefits have been claimed for moves to increase the role of natural processes within landscapes and environments, rewilding faces several challenges, in that it means different things to different people, public perceptions of rewilding can generate unease, hostility, and concern and it has only limited scientific support. At the same time, there is no clear statutory policies to guide the rewilding process. As such, rewilding organisations may increasingly look to communication and public relations to garner public and financial support for their cause.