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
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:

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!

Find out how WWF
  • Increases the supply of certified products through Multi-Stakeholder Engagements such as Roundtables and Dialogues that involve businesses, trade and industry as well as producers and other NGOs;
  • Establishes Company Partnerships to improve the sustainability of supply chains and promote sector-wide action in this field;
  • Promotes sustainable Commodity Investment with the financial sector


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.
Certified Amazonian rainforest. / ©: WWF-Canon / Edward Parker
Certified Amazonian rainforest.
© WWF-Canon / Edward Parker
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
 / ©: Paul Sunters
Cod Fish shop
© Paul Sunters

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