Better products start with you

Everything you buy—from frozen fish to lipstick—is the end product of a complex production chain.

Often, this chain starts in some of the world’s most fragile and exceptional natural places. Think of the Heart of Borneo, the Amazon, or the Mediterranean’s high seas.

Choosing better produced products, identified through ecolabels that make a difference can help conserve these places and our natural resources.

It will also help us transform multi-billion dollar industries to become better stewards of our Earth - which is one of WWF's conservation strategies.

How can we switch production to more sustainable practices? Find out in this 2-minute video.

Earth cannot afford our current lifestyle

In order to bring our lifestyle back to what our planet can provide, we need to make sure we only buy what we really need. And what we buy should be produced without putting at risk our home—the natural environment we all depend on.

Find out more about humanity's ecological footprint in WWF's Living Planet Report 

Towards a new ‘normal’

Imagine a world where the 'normal' way of producing palm oil leaves rainforests standing and keeps orang-utans out of harm’s way; where growing cotton does not dry up local freshwater reserves; and where catching tuna does not bring them closer to extinction.

When enough businesses produce, buy and sell this way, this approach to producing will become the new ‘normal'. And you won't have to check for ecolabels anymore to make sure what you are buying is not part of the problem.

What WWF is doing

WWF engages with major companies and their supply chain actors to change the way global commodities from soy or sugarcane to wild-caught and farmed fish are produced (or caught), processed, consumed and financed worldwide.
Timber and paper Palm oil Cotton Biofuels Aquaculture
Whitefish Tuna Sugarcane Soy Beef

Our work to transform markets and make them more sustainable is one of our conservation strategies. We focus our efforts on reducing the impact of production for those commodities that are leaving a considerable "footprint" on the world’s most ecologically important regions.

What are the solutions? ►

Just like you don’t need to check that your device has passed the electrical safety test (because it is done on all electrical appliances anyway), one day, you won’t have to look for a label to assure you that the paper you just bought has not contributed to deforestation, the seafood on your plate has not added to overfishing and the cotton for the shirt you are wearing was grown using as little water as needed.

Some of the Earth’s most beautiful and biologically important ecosystems are being degraded by our growing demand for crops, seafood and forest products.
85% Global fisheries are fished at, or beyond, their natural capacity. Projected increase in demand will worsen this figure (FAO).
13 million ha Area of natural forest lost each year, partly as a result of expanding agriculture, that is roughly equivalent to the size of Greece (FAO).

This trend pushes more and more wildlife to the brink of extinction, while some of the world's poorest people, who depend heavily on what nature has to offer, are finding it increasingly hard to make a living. What are the issues? ►



  • Stop and ultimately reverse the loss of natural areas of high conservation value as a resulf of commodity production (agriculture, forestry, aquaculture and fisheries).
  • Make sure that companies' production and purchases of global commodities such as palm oil and cotton, among others, meet internationally accepted environmental & social standards (including sustainability certification schemes).
  • Financial institutions convince their clients to apply credible standards in their lending and investing, to reduce the environmental impact of soft commodities sectors.


WWF´s Jason Clay about sustainability standards at the global ISEAL conference 2015

5 reasons why we should transform markets for commodities:

  1. ► We need to grow more with less

    We live as if we had 1.5 planets. ... read more »

  2. Endangered wildlife does not only live in protected areas

    70% of orang-utans in Kalimantan... read more »

  3. Nature’s contribution to economy is not free

    Our economy is literally subsidized... read more »

  4. Common sense for business sustainability

    Incorporating sustainability into businesses... read more »

  5. Producing better means better lives for farmers and the world's poor

    Improving how we harvest or grow materials ... read more »

How you can help us

  1. When you shop for seafood, timber products, and products that contain palm oil and soy, look for ecolabels that make a difference.
  2. Whenever you cannot find certified sustainable options, make your voice heard and ask your retailer or brand owner for it.
  3. Support the work of WWF – there are many ways you can get involved – from donating money to becoming a member to joining one of the volunteer groups WWF has in many countries.
  4. Check out our Live Green guide.

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