© naturepl.com / Andy Rouse / WWF
Our forests, rivers and oceans are worth so much to us
We're valuing nature before we pay the price
Our work on sustainable living
Why we're valuing nature How we value nature Where we're working What we're doing
© James Morgan / WWF-US
Why it's important that we value nature
The natural world is an incredible wonder that inspires us all. It underpins our economy, our society, indeed our very existence. Our forests, rivers, oceans and soils provide us with the food we eat, the air we breathe, the water we irrigate our crops with. We also rely on them for numerous other goods and services we depend on for our health, happiness and prosperity.
These natural assets are often called the world's 'natural capital'. These benefits are also hugely important to the economy – from farming and forestry to leisure and tourism. If you add them all up, the total value of these benefits is phenomenal – at least US$125 trillion every year.
Because nature is free, we often take it for granted and overexploit it. We clear forests, overfish oceans, pollute rivers and build over wetlands without taking account of the impact this will have. By not taking into account the benefits we get from nature, we create huge social and economic costs for ourselves.
We need to look at the value of nature in economic and social terms to help us better understand the full implications of the choices we make. Instead of making decisions based on short-term financial interests, we can look at the longer-term benefits for people and the economy – and of course nature itself. Using this argument, we're persuading governments and businesses to take better care of the natural world, so that it can continue to sustain us all into the future.
Karen Ellis Chief Advisor, Economics and Development WWF-UK
"If we start to understand the value of nature to our society and economy, we will recognise the importance of living in harmony with nature, rather than destroying it for short term gain. So many governments and businesses around the world are now realising this, and starting to act – it gives me real hope for the future."
© Richard Barratt
How we value nature
We're working with government, business and other organisations to ensure that the value of nature is brought into the heart of decision making, both in the UK and around the world.
We use the value of natural capital to advocate for better conservation outcomes. For example, by showing that key areas of tiger habitat in Sumatra are important for storing carbon and retaining soil, we can help the government plan in ways that benefit people directly and improve protection of tiger habitat.
Our 'Draw the Line' Virunga campaign
In 2013 we launched a successful international drive to stop UK oil company Soco from exploring for oil in Virunga National Park in central Africa. As a result, Soco committed to end its oil operations in the park and other UNESCO World Heritage Sites. But for Virunga National Park to be safe in the long term we need the government in the Democratic Republic of the Congo to cancel all oil exploration permits (as requested by UNESCO), and to focus on sustainable development. We still need your help to secure a sustainable future for this special place and its communities and wildlife.
The Sustainable Blue Economy Finance Principles Read More
WWF-SIGHT: Conservation Intelligence Read More
Our reaction to the 25 Year Environment Plan Read More
Climate Guide for Asset Owners - Aligning Investment Portfolios with the Paris Agreement Read More
WWF comments on the publication of the post-Brexit trade bill Read More
Ymateb WWF Read More
WWF response to comments made today by Mike Plaut, Chairman of CBI Wales. Read More
Sustainable Banking in ASEAN Read More
Valuing Belize's barrier reef
The beauty and diversity of Belize's coastal ecosystems draw tourists from around the globe. More than 40% of the country's population lives and works along the coast and depends on these ecosystems for their livelihoods.
Influencing policy in Brazil and Colombia and tackling climate change
We are constantly working with partners and governments to keep forests standing, and halt climate change.
Transforming lives through community banks
Many people in east Africa are living in poverty with little access to banks or savings schemes. We're helping change that by establishing village-based savings and loans associations where local people – often women – can pool their savings and lend money to others.
Pantanal: from pilot to pact
We're not prepared to stand by and do nothing so we've been working to preserve the waters that feed the Pantanal.
Holding the line in Virunga
We're calling for all oil companies to stay out of Virunga National Park, and for the government to cancel all permits to explore for oil in the area.
Developing the Natural Capital Protocol
All businesses depend on natural capital.
One Planet Economy
Unsustainable patterns of consumption and production have accompanied economic growth to date. This is one of the biggest drivers of environmental degradation, and biggest threats to our conservation goals.
BUSINESSES UNITE FOR FORESTS
Back in 2014, we launched a Forest Campaign aimed at making responsible forest trade the norm in the UK market. By working alongside businesses we set out to transform timber markets in the UK and Europe. The campaign was a huge success, with over 100,000 supporters, 50 influential businesses and two major trade associations signing up to show their support.
Building sustainable and participatory landscapes in the Amazon
We are working in Colombia and in Acre and Amazonas States in Brazil to foster landscape approaches and improve governance.