How WWF wants to transform markets

Increasing pressure on resources is linked to rising global demand for food, fiber and fuel, and equally to where and how global industries obtain vital commodities.

Although more than a billion people are involved in producing, growing or extracting natural resources for global markets, the route to those markets is often controlled by just a ‘handful’ of companies.

WWF's Market Transformation Initiative

Changing markets so that conservation makes business sense.
WWF´s Market Transformation Initiative contributes substantially to reducing our global human Footprint.

By showing that commodities can be produced at affordable costs with measurably reduced environmental impacts, and by creating a significant demand for such products, entire commodity markets can be moved towards greater sustainability, and deliver large-scale environmental outcomes.
/ ©: Edward Parker/WWF-Canon
Langoustines (aka Norway lobsters, Dublin Bay lobsters, or Scottish prawns) sustainably caught by the MSC certified Loch Torridon Nephrops Creel Fishery. Sheldaig, West coast of Scotland.
© Edward Parker/WWF-Canon
/ ©: Paul Sunters
Cod Fish shop
© Paul Sunters
Certified Amazonian rainforest. / ©: WWF-Canon / Edward Parker
Certified Amazonian rainforest.
© WWF-Canon / Edward Parker
Working in close collaboration with other WWF Initiatives, WWF´s Market Transformation Initiative centres its activities on companies in sectors, such as commodity traders, manufacturers, retailers and banks that relate to the following suite of commodities:

  • Timber
  • Pulp and paper
  • Palm oil
  • Sugarcane
  • Soy
  • Bio-energy
  • Cotton
  • Beef and dairy (livestock)
  • Wild-caught tuna and whitefish
  • Farmed salmon and shrimp

Engaging with the private sector is nothing new for WWF. We have a long history of working on certain commodities and markets, particularly in the areas of forestry and fisheries.

The key challenge is how to change more markets faster!

WWF's place-based initiatives to transform commodity markets

Vision

Our commodity footprint is in step with a living planet because business and markets offer products that safeguard the Earth’s biodiversity wealth and contribute to sustainable economic and social development.
/ ©: Hartmut Jungius WWF-Canon
Timber, legally harvested by the Samatex company which participates in WWF's Global Forest Trade Network (GFTN) programme, Samreboi, western Ghana.
© Hartmut Jungius WWF-Canon

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