Brand
strategy

Our brand strategy defines who we are, why we exist, what we want to achieve and how we aim to do it.

Our brand is founded on a brand idea, a philosophy which our tone, values and personality as well as our look and feel are all based on. That philosophy also provides the benchmark against which we can test everything WWF-UK does as we work towards our ambitions and goals.

You’ll find all the elements of our strategy explained in this section.

Strategy Summary

We're WWF.
We do it for the planet.

The WWF
Story

W W F is n o t j u s t a b o u t s a v i n g w h a l e s a n d t i g e r s a n d r a i n f o r e s t s , a n d p r e v e n t i n g p o l l u t i o n a n d w a s t e , b u t is i n e s c a p a b l y c o n c e r n ed w i t h t h e f u t u r e c o n d u c t , we l f a r e a n d h a p p i n e ss a n d i n d eed s u r v i v a l o f m a n k i n d o n t h is p l a n e t . M a x N i c h o l s o n , W W F f o u n d e r

The decisions, actions and inactions of one species – ours – over the next decade will determine the fate of all life on Earth.

WWF is the world’s leading independent conservation organisation.

We’re here to stop the decline of our planet’s natural environment and to build a future where people live in harmony with nature.

P L A N E T P E O P L E P R O S PE R

We’ve reached a critical point in human history where we must effect change. It’s up to our generation to save our planet for the future.

It’s the biggest challenge we’ve ever faced, but only we can ensure that future generations will prosper.

WWF is acting now to find the right balance between our lifestyle, our economic, industrial and technological development and the planet’s environment, so that we can safely share the Earth’s resources and sustain life for the future.

It’s not about keeping people out of nature, turning back the clock, or preventing countries and communities from developing. It’s about finding practical, effective solutions for a healthy planet.

We’re determined to ensure that people and nature can thrive together, for generations to come.

We’re acting now to make this happen. But we can’t do it alone. We need help from our supporters and partners, together it will be possible.

We are WWF.
We do it for the planet.