World Wildlife Fund

To stop the degradation of the planet’s natural environment and to build a future in which humans 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.

Our vision for the future


We seek to save a planet, a world of life. Reconciling the needs of human beings and the needs of others that share the Earth, we seek to practice conservation that is humane in the broadest sense. We seek to instill in people everywhere a discriminating, yet unabashed, reverence for nature and to balance that reverence with a profound belief in human possibilities. From the smallest community to the largest multinational organization, we seek to inspire others who can advance the cause of conservation.

We seek to be the voice for those creatures who have no voice. We speak for their future. We seek to apply the wealth of our talents, knowledge, and passion to making the world wealthier in life, in spirit, and in living wonder of nature.

Goals and strategies


By 2020, WWF will conserve 15 of the world’s most ecologically important regions by working in partnership with others to:

  • Protect and restore species and their habitats
  • Strengthen local communities’ ability to conserve the natural resources they depend upon
  • Transform markets and policies to reduce the impact of the production and consumption of commodities
  • Ensure that the value of nature is reflected in decisions made by individuals, communities, governments and businesses
  • Mobilize hundreds of millions of people to support conservation

Guiding principles


To guide WWF in its task of achieving the mission, the following principles have been adopted. WWF will:

  • be global, independent, multicultural and non party political
  • use the best available scientific information to address issues and critically evaluate all its endeavours
  • seek dialogue and avoid unnecessary confrontation
  • build concrete conservation solutions through a combination of field based projects, policy initiatives, capacity building and education work
  • involve local communities and indigenous peoples in the planning and execution of its field programmes, respecting their cultural as well as economic needs
  • strive to build partnerships with other organizations, governments, business and local communities to enhance WWF’s effectiveness
  • run its operations in a cost effective manner and apply donors’ funds according to the highest standards of accountability.

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For more information, visit www.worldwildlife.org.

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