The World Wide Fund for Nature (WWF) is a Swiss-based international nonprofit group that was created in 1961. It works to protect natural areas and reduce harm caused by humans to the environment. It was previously called the World Wildlife Fund, which is still its official name in Canada and the United States. WWF is the largest conservation group in the world, with more than 5 million supporters globally. It operates in over 100 countries and supports about 3,000 projects that help protect the environment. Since 1995, WWF has spent over $1 billion on more than 12,000 conservation efforts. In 2020, 65% of its funding came from individuals and gifts from wills, 17% from government sources like the World Bank, Foreign Office, and USAID, and 8% from companies.

WWF’s goal is to "stop the damage to the planet’s natural environment and help people live in harmony with nature." It publishes the Living Planet Report every two years, starting in 1998. This report uses data from the Living Planet Index and calculations about how much nature is used. WWF has also started several global campaigns, such as Earth Hour and the debt-for-nature swap. Its current work focuses on six areas: food, climate, freshwater, wildlife, forests, and oceans.

WWF has been criticized for its connections to companies and for supporting conservation efforts that sometimes cause conflicts with local people. It is part of the Steering Group of the Foundations Platform F20, a global network of foundations and organizations that support charitable causes.

History

The idea for a fund to help endangered animals was officially suggested by Victor Stolan to Sir Julian Huxley after reading articles in The Observer, a British newspaper. This idea led Huxley to connect Stolan with Edward Max Nicholson, who had spent 30 years working with a group called the Political and Economic Planning think tank to link progressive thinkers with business leaders. Nicholson suggested the name of the organization, and Sir Peter Scott designed the original panda logo. WWF was created on April 29, 1961, and was first called the World Wildlife Fund. Its first office opened on September 11 in Morges, Switzerland, at the headquarters of the International Union for Conservation of Nature (IUCN).

WWF was formed to raise money internationally to support the work of existing conservation groups, especially IUCN. Its creation was marked by the signing of the Morges Manifesto, a document that outlined the fund’s goal to help organizations working to protect wildlife. Prince Bernhard of Lippe-Biesterfeld helped start WWF and became its first president in 1961. In 1963, the foundation held a conference and published a report about human-caused global warming. The report was written by Noel Eichhorn, based on research by scientists including Frank Fraser Darling, Edward Deevey, Erik Eriksson, Charles Keeling, Gilbert Plass, Lionel Walford, and William Garnett.

In 1970, Prince Bernhard, along with Prince Philip, Duke of Edinburgh, and others, created a financial fund called The 1001: A Nature Trust to manage WWF’s operations and fundraising. Each of the 1001 members contributed $10,000 to the trust. Prince Bernhard later resigned after being involved in the Lockheed bribery scandals.

WWF established offices and operations worldwide. Initially, it raised money and gave grants to existing non-governmental organizations focused on protecting endangered species. As resources grew, its work expanded to include protecting biodiversity, using natural resources sustainably, reducing pollution, and addressing climate change. The organization also began running its own conservation projects and campaigns. In 1986, WWF changed its name to World Wide Fund for Nature while keeping the WWF initials. However, it continued using the original name in the United States and Canada.

The year 1986 marked the 25th anniversary of WWF’s founding. This event was celebrated in Assisi, Italy, where Prince Philip, the Duke of Edinburgh, invited religious leaders from Buddhism, Christianity, Hinduism, Islam, and Judaism. These leaders created the Assisi Declarations, which expressed the spiritual connection between their followers and nature. This event increased the involvement of these religions in global conservation efforts.

In the 1990s, WWF revised its mission to focus on protecting ecosystems and species. Researchers identified 238 ecoregions—areas with the most biologically important habitats—based on a global biodiversity analysis, which WWF claims was the first of its kind. In the early 2000s, its work focused on conserving forests, freshwater, and marine habitats, protecting endangered species, addressing climate change, and eliminating harmful chemicals.

Harvard University published a case study titled "Negotiating Toward the Paris Accords: WWF & the Role of Forests in the 2015 Climate Agreement." In 2023, Adil Najam, a climate scientist and policy expert from Pakistan, was appointed president of WWF International, highlighting the growing focus on climate change and human well-being in the organization’s goals.

Conservation Foundation

In 1947, the Conservation Foundation was created in New York City by Fairfield Osborn. The organization helped fund scientific research on global conservation issues. It did not advocate for policies or take part in political activities. In 1985, it became an affiliate of the World Wildlife Fund (WWF). In 1990, it merged completely with WWF.

The organization currently known as the Conservation Foundation in the United States was previously called the Forest Foundation of DuPage County. In 1996, the organization received general consultative status from UNESCO.

Panda symbol

The logo of the World Wildlife Fund (WWF) came from a panda named Chi Chi. She was moved from the Beijing Zoo to the London Zoo in 1958, three years before the WWF was created. At that time, Chi Chi was the only panda living in the Western world. Her clear physical traits and the fact that her species was in danger made her a good choice for the organization’s need for a strong, easily recognized symbol that could be understood by people everywhere. The logo also needed to look good in black and white printing. It was designed by Sir Peter Scott, based on early drawings by Gerald Watterson, a Scottish naturalist.

In 1978, the logo was simplified and made more geometric. In 1986, the organization changed its name, and the logo was redesigned to be less detailed, with solid black shapes for the eyes. In 2000, the font used for the letters "WWF" in the logo was updated.

Organization and operation

WWF's policies are created by board members who are elected to serve three-year terms. An executive team helps plan and develop strategies for the organization. A national council acts as an advisory group to the board, and a team of scientists and conservation experts conduct research for WWF.

National and international laws are important in how habitats and resources are managed and used. These laws and regulations are a major focus for the organization globally.

WWF has opposed the extraction of oil from the Canadian tar sands and has worked to stop this activity. Between 2008 and 2010, WWF partnered with The Co-operative Group, the UK's largest consumer co-operative, to publish reports that concluded: (1) fully exploiting the Canadian tar sands could lead to severe climate change; (2) carbon capture and storage (CCS) technology cannot reduce carbon dioxide emissions to levels similar to other oil extraction methods; (3) the $379 billion planned for tar sands oil extraction could be better used for renewable energy research; and (4) expanding tar sands extraction threatens caribou populations in Alberta.

WWF works to persuade and assist governments and political groups to create, enforce, improve, or change policies, guidelines, and laws that impact biodiversity and natural resource use. It also ensures that governments agree to and follow international agreements about protecting biodiversity and natural resources.

In 2012, David Nussbaum, chief executive of WWF-UK, criticized the use of shale gas in the UK, stating that the government should focus on reducing climate change and prioritize renewable energy and energy efficiency.

The organization addresses global issues that harm biodiversity and lead to the unsustainable use of natural resources, such as species conservation, finance, business practices, laws, and consumer choices. Local offices also focus on national or regional issues.

WWF collaborates with many groups, including other NGOs, governments, businesses, investment banks, scientists, fishermen, farmers, and local communities, to achieve its goals. It runs public campaigns to influence decision-makers and educates people on living in an environmentally friendly way. It also encourages donations to protect the environment, and donors may receive gifts in return.

In October 2020, WWF was named an alliance partner of Prince William's Earthshot Prize, which aims to find solutions to environmental problems.

In March 2021, WWF announced an extension of its partnership with H&M to improve sustainable supply chain practices.

Notable initiatives and programs

WWF works with the Zoological Society of London to publish the Living Planet Index. This index is used with ecological footprint calculations to create a report every two years called the Living Planet Report. The report shows how human activities affect the planet. In 2019, WWF and Knorr published the Future 50 Foods report, which highlighted 50 foods that can help people and the planet stay healthy. In 2018, WWF, TRAFFIC, and IFAW started the Coalition to End Wildlife Trafficking Online with 21 technology companies. In 2017, Sal Lavallo and Jessica Nabongo ate an endangered pangolin at a hotel in Gabon. Often, social media accounts that show cruelty to animals face no consequences.

WWF regularly releases reports, fact sheets, and other documents about its work. These materials help raise awareness and provide information to leaders and decision-makers.

• No One's Gonna Change Our World was a charity album released in 1969 to support WWF.
• Peter Rose and Anne Conlon are music theater writers who created environmental musicals for children. They were hired by WWF-UK to write several musicals as part of an education plan. Some of these musicals were narrated by David Attenborough and shown on television in many countries.
• The British pop group S Club 7 were ambassadors for WWF-UK from 1999 to 2003. Each member sponsored an endangered animal and traveled to the habitats of these animals in 2000 for a seven-part BBC documentary series called S Club 7 Go Wild.
• Environmentally Sound: A Select Anthology of Songs Inspired by the Earth was a benefit album released in 2006 for WWF-Philippines. It featured artists such as Up Dharma Down, Radioactive Sago Project, Kala, Johnny Alegre Affinity, Cynthia Alexander, and Joey Ayala.
• In June 2012, WWF launched an online music download store with fairsharemusic. Half of the profits from the store go to the charity.
• In April 2015, Hailey Gardiner released her solo EP, The Woods. Fifteen percent of the earnings from the EP were donated to WWF in honor of Earth Day.

In February 2026, WWF announced a snow leopard conservation project in Mongolia that will run from 2026 to 2030. The project aims to protect about 650 snow leopards in four regions of Mongolia. It continues the work of the 2018–2023 Future of the Land of Snow Leopard project.

From 1997 to 2007, WWF's office in China ran the Environmental Educators' Initiative. This program trained thousands of teachers, created environmental education training centers at teacher universities, and helped shape the Ministry of Education's 2003 guidelines for public school environmental education.

Controversies and disputes

The World Wide Fund for Nature (WWF) has faced disagreement about its stance on trading polar bear skins. This includes its opposition to proposals to list the species under a special category in an international agreement called CITES. Polar bears (Ursus maritimus) are currently listed under a different category, which allows controlled international trade.

Proposals to move polar bears to a stricter category were made by the United States and Russia during CITES meetings in 2010 and 2013. These proposals were based on concerns about melting Arctic sea ice, predicted drops in polar bear numbers, and ongoing trade in polar bear skins. A stricter listing would have banned all international trade in polar bear parts.

WWF advised against supporting the proposals, stating that scientific rules for the stricter category had not been met and that polar bears should stay in the current category. WWF argued that conservation efforts should focus on climate change and habitat loss, which it said are the main threats to the species. These views were shared in reports sent to CITES meetings.

The issue received more attention after a 2025 report by journalist Adam Cruise in The Guardian, which said WWF had opposed the stricter listing during CITES talks and supported less strict trade rules for polar bear parts.

A Swedish magazine, Fokus, also covered the topic in an article titled “WWF – The hidden supporters of polar bear hunting.” The article discussed WWF’s role in debates about polar bear trade and noted criticism that the organization’s fundraising campaigns highlight polar bear conservation while opposing stricter trade bans.

An English-language analysis by journalist Arvid Grange later examined WWF’s positions during CITES negotiations and its support for regulated wildlife trade under certain conditions.

Critics have pointed to statements by WWF representatives, noting that while the organization says it does not support the polar bear fur trade, its opposition to stricter CITES rules has helped keep the legal international market for polar bear skins. In a 2017 statement, WWF’s Arctic Lead Specialist, Brandon Laforest, said the organization had defended international trade in polar bear parts during CITES talks.

WWF explains its position as part of a broader goal to support the “sustainable use” of wildlife, which allows regulated hunting and trade if it is scientifically managed and benefits conservation or local communities.

Critics say this approach has allowed the continued sale of polar bear skins, which mostly come from legally hunted bears in Canada. Records show polar bear skins were exported internationally during the 2010s and early 2020s.

Public figures and conservation groups have also criticized WWF’s stance. In February 2025, British naturalist Chris Packham wrote an open letter questioning WWF’s position on the polar bear skin trade and shared a video urging closer examination of the organization’s policies.

The debate has also involved scientific discussions about polar bear conservation. In Canada’s Nunavut region, which holds a large share of the global polar bear population, wildlife officials set a rule in 2019 to hunt equal numbers of male and female bears. Scientists later warned that killing too many female bears could harm population stability, as females are vital for population growth.

WWF has denied supporting the polar bear fur trade. It said its policies are based on scientific evidence and conservation goals, and that the current category listing remains appropriate.

In March 2024, The Observer reported that WWF-UK had postponed an internal report about pollution in the River Wye, raising questions about its relationship with corporate partners. The report, titled Feeling the Bite, had been planned for 2022 and studied environmental impacts of food systems, including pollution from poultry farming in the river’s area.

The report said poultry farm waste contributed to pollution in the river. Sources in the article claimed the report was delayed and canceled due to concerns that it might reveal WWF’s partnership with Tesco, a supermarket chain that buys poultry from the region. WWF-UK received over £6 million from Tesco between 2018 and 2023 as part of a sustainability partnership.

WWF-UK said the report was not published because it did not meet its standards and that the decision was unrelated to its partnership with Tesco. Tesco also said it had no role in the report’s creation or publication.

A German TV program, ARD, aired a documentary in 2011 that claimed WWF worked with companies like Monsanto, offering environmental certifications in exchange for donations. WWF denied these claims. The program also said WWF’s promotion of eco-tourism harms habitats and species it claims to protect and affects indigenous people.

The filmmaker Wilfried Huismann was sued by WWF over a documentary and a book titled Schwarzbuch WWF published in 2012, which criticized WWF’s ties to environmentally harmful companies. Huismann revised his book in 2014, and it was later released in Britain under the title PandaLeaks – The Dark Side of the WWF. The book criticized WWF for its connections to companies like Coca-Cola and described a secret group called the 1001 Club, which Huismann claimed influences WWF’s policies. WWF denied these claims.

Campaigners like Corporate Watch have accused WWF of being too close to businesses, which may affect its ability to advocate objectively. WWF says its partnerships with companies are part of efforts to address environmental issues.

Regional organisations

The Australian branch of WWF was created on June 29, 1978, in an old factory in Sydney. It started with three employees and a budget of about A$80,000 for the first year. This included a A$50,000 grant from the Commonwealth Government and A$20,500 in donations from companies. As of 2020, WWF-Australia is the largest conservation group in the country. It works on projects across Australia and the wider Oceania region. Between 2019 and 2024, WWF-Australia reported an average yearly revenue of $57 million. In 2024, the organization reported revenue of $52.2 million (AUD) and had 138.9 full-time equivalent staff.

In 1990, WWF-Australia helped create the national Threatened Species Network (TSN) with the federal government. This program operated until 2009. In 1999, the organization took part in developing the Environment Protection and Biodiversity Conservation Act, which was the most comprehensive biodiversity law in the world at that time. In 2003 and 2004, WWF-Australia contributed to efforts that increased protection for the Great Barrier Reef and the Ningaloo Reef. Since then, the organization has been involved in or managed many conservation projects, such as reintroducing black-flanked rock-wallabies to Kalbarri National Park in Western Australia.

In Argentina, WWF is represented by Fundación Vida Silvestre Argentina, an independent organization that is also part of the WWF global network.