Our ambition | WWF
© Georgina Goodwin / Shoot The Earth / WWF-UK

Our ambition

© Robert Delfs / WWF

The world has changed.

Together we will turn the tide

Wildlife has halved in less than a generation. Natural habitats are being put under increasing pressure. And climate change is leading us into uncharted territory.

But people have changed too.

They’re more aware of the threat to essentials like food, water and clean air. They’re more ambitious, more innovative. And they’re backed by a growing number of corporations.

Together we will change the way the world works

We can’t turn back time. But if we work together, we can prevent more environmental damage and help restore nature.

We already work with local communities, global corporations, governments and non-governmental organisations.

But we want to do more. So we’re building on the partnerships we currently have – and looking for new ones along the way.


To stop the degradation of the planet's natural environment and to build a future in which people live in harmony with nature, by:

  • Conserving the world's biological diversity
  • Ensuring that the use of renewable natural resources is sustainable
  • Promoting the reduction of pollution and wasteful consumption.

© © Richard Barret /WWF-UK

© WWF / Hunt

And together we will transform three root causes of environmental damage

We will:
  1. Ensure financial institutions consider the environment in every decision.
  2. Transform international markets so they sustainably produce goods and services (and encourage the public to be sustainable consumers).
  3. Reset the balance of power to make sure the voices of those most affected by environmental change are no longer the most ignored.