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A Roadmap
 for a Living
      Planet
“We have only this generation to get
sustainability and the environment right.
We all need to work together as never
before to get there.”
James P. Leape
Director General, WWF International




1. Saving biodiversity                04   2. Reducing humanity’s
   Conserving the                             ecological footprint      08
   Earth’s most                            3. Tackling threats
   outstanding places                 05      and drivers               10
   Conserving some of                      4. Pulling it all together   12
   the Earth’s most
   important species                  06     WWF’s global
                                             conservation
                                             framework                  13

© Martin HARVEY / WWF-Canon
Beautiful. Essential. But threatened.
                              What do you see when you think of             The diversity of life on Earth is not simply   Millions of people are already feeling the
                              nature? A rainforest of towering green,       something to marvel over – it’s also vital     consequences. Around the word, in rich
                              inhabited by whooping monkeys,                for our own health and livelihoods. Plants,    and poor countries alike, people are facing
                              flamboyant birds, and bustling beetles?       animals, fungi, and microorganisms form        uncertainties over food security and water
                              A vast savannah where lions stalk, giraffes   a complex, interconnected web of               availability, and increased vulnerability to
                              browse, and elephants trumpet? A coral        ecosystems and habitats that provides          natural disasters and diseases.
                              reef with darting fish, colourful starfish,   our life support system. They give us
                              and waving sea anemones? Or perhaps           clean water, breathable air, food, medicine,   Things will get much worse if we keep
                              your local pond, where dragonflies zip,       energy, and more. We cannot easily             going the same way. Under a ‘business-
                              frogs croak, and reeds sway?                  survive without them.                          as-usual’ scenario, by 2050 people are
                                                                                                                           predicted to be using twice as many
                              There are countless other stunning            There’s a problem though. People are           natural resources than the Earth can
                              examples – and all are unique to one          already using nearly 30 per cent more          replenish. If this happens, exhaustion
                              planet. Ours.                                 natural resources than the Earth can           of natural resources and large-scale
                                                                            replenish and our activities are drastically   ecosystem collapse become increasingly
                                                                            changing the planet’s climate. As a result,    likely. ‘Business-as-usual’ will also lead
                                                                            biodiversity is under threat – and the life    to dangerous climate change, further
                                                                            support system is starting to break down.      threatening biodiversity as well as people.
                              Left: African elephant, Etosha
                              National Park, Namibia
                              Below: Fynbos flowers, South Africa
© Martin HARVEY / WWF-Canon
02




                                                                                                    The challenge
                                                                                                    The Earth is at a critical point
                                                                                                    where the decisions and
                                                                                                    actions taken by one species –
                                                                                                    ours – will determine the future
                                                                                                    of all life. In order to survive
                                                                                                    and prosper, we must urgently
                                                                                                    change our course towards a
                                                                                                    healthy planet where people
                                                                                                    and nature thrive in a stable
                                                                                                    environment, now and for
                                                                                                    generations to come.

                                                                                                    The only way to ensure this
                                                                                                    is to preserve biodiversity
                                                                                                    and lighten humanity’s impact
                                                                                                    on natural habitats – starting
 © Martin HARVEY / WWF-Canon




                                                                                                    right now.




                                                                                                    Bengal tiger




What will the future be?
Two indicators developed by WWF clearly show the challenge        The Ecological Footprint is a monitor of human demand on
we face – the Living Planet Index and the Ecological Footprint.   ecosystems (see page 8). Humanity’s ecological footprint
                                                                  has steadily increased over the past few decades, and since
The Living Planet Index measures trends in biodiversity and is    the late 1980s has exceeded the capacity of ecosystems to
a monitor of ecosystem health. This index has fallen by about     replenish natural resources. This is equivalent to a business
30 per cent since 1970, indicating that natural ecosystems are    spending more than it earns – clearly not sustainable.
being degraded at a rate unprecedented in human history.
03




WWF’s response
WWF has embarked on a               It also taps into the enormous
bold and innovative approach        power we all have – as
to achieve this enormous            consumers, local community
challenge in cooperation with       members, landowners,
our many diverse partners.          politicians, policy makers,
                                    business and industry leaders,
Our global conservation             development and conservation
framework is a science-             workers, farmers, and fishers
based plan, a detailed              – to protect biodiversity and
way forward for catalyzing          steer the world towards
change on a large scale. It         sustainability.
uniquely combines traditional
conservation with work to           This brochure outlines our
address the global dynamics         framework, and explains
driving biodiversity loss and       how we plan to achieve it in
humanity’s unsustainable use        cooperation with our many
                                                                     © Michel ROGGO / WWF-Canon
of natural resources. It focuses    vital partners. We invite you
efforts on the most important       to join us on our mission of
places, species, and issues,        building a future where people
and integrates this work from       live in harmony with nature –
the local level to the global.      a Living Planet.




Flooded forest, Rio Negro, Brazil




The choices we make now will decide the future. Whether we
go on as usual – and see ecosystems collapse and the planet’s
ability to support people crumble. Or whether we make bold
changes to reverse the declining Living Planet Index and our
growing ecological footprint – and live in sustainable societies
in harmony with nature.

For more information see WWF’s Living Planet Report 2008
04 / Saving biodiversity

1. Saving biodiversity

                                                                                                 2050
                                                                                                 Biodiversity Goal
                                                                                                 By 2050, the integrity of the
                                                                                                 most outstanding natural
                                                                                                 places on Earth is conserved,
                                                                                                 contributing to a more secure
                                                                                                 and sustainable future for all

                                                                                                 WWF has two approaches
                                                                                                 for conserving biodiversity:
                                                                                                 conserving the Earth’s most
                                                                                                 outstanding places and
                                                                                                 conserving species that are
                                                                                                 particularly important for
                                                                                                 their habitat or for people.
 © Martin HARVEY / WWF-Canon




                                                                                                 Strategically focusing efforts
                                                                                                 on these global priority places
                                                                                                 and species will also help
                                                                                                 conserve the many other
                                                                                                 species which share these
                                                                                                 habitats and/or are vulnerable
                                                                                                 to the same threats.
                                                                                                 Fishers on the Dzanga River,
                                                                                                 Central African Republic




Haven’t lots of national parks
been created already?

Over the last 130 years, more than 100,000 protected areas    Several long-term global threats also affect protected areas,
(national parks, sanctuaries, reserves, and the like) have    like climate change, continued conversion of natural habitat,
been established. They cover around 12 per cent of the        and over-extraction and diversion of water from rivers.
Earth’s surface – an area larger than India and China put
together.                                                     And there’s not always enough support from governments,
                                                              development agencies, business and industry, and
So why are the world’s natural places still under threat?     sometimes local communities to ensure the long-term
There are several reasons.                                    success of protected areas.

One is that many protected areas are not well managed.        So while we’ve come a long way, there’s still more to do to
Another is that many habitats are not well represented        ensure that enough of our planet’s ecosystems and habitats
in the current network of protected areas, such as marine     are properly conserved.
areas, marshes and swamps, mangroves, grasslands, and
temperate forests. Less than 1 per cent of marine areas are
protected, for example.
05




Conserving the Earth’s most outstanding places

2020                                                      We are focusing efforts on 35 global                                                        n   The most unique and diverse deserts:
Biodiversity Goal - Places                                priority places around the world –                                                              Namib-Karoo-Kaokoveld Deserts,
By 2020, biodiversity is                                  terrestrial, freshwater, and marine                                                             Chihuahuan Desert
protected and well managed in                             ecoregions scientifically identified as                                                     n   The most diverse tropical grasslands,
the world’s most outstanding                              either being home to irreplaceable and                                                          savannas and woodlands: central and
natural places                                            threatened biodiversity, or representing                                                        eastern Africa, central and eastern South
                                                          an opportunity to conserve the largest                                                          America, North America
We can conserve most of life                              and most intact representative of their                                                     n   The tallest grasslands filled with the
on Earth by conserving the                                ecosystem. They include:                                                                        highest densities of tigers and rhinos:
most exceptional ecosystems                               n The most intact remaining rainforests:                                                        Eastern Himalayas
and habitats – places that are                               Amazon, Congo Basin, New Guinea                                                          n   The most outstanding montane areas:
particularly rich in biodiversity,                        n The most species-rich rainforests:                                                            Himalayas, Albertine Rift
places with unique animals                                   western Amazon, northwest South                                                          n   The most diverse coral reefs: Coral
and plants, places like no                                   America                                                                                      Triangle, Great Barrier Reef, New
other.                                                    n The richest places for rare endemic                                                           Caledonia, Fiji, East Africa
                                                             plants and animals: New Caledonia,                                                       n   The most productive seas: Arctic,
                                                             Fiji, Vanuatu, South Africa, southwest                                                       Southern Oceans, West Africa
                                                             Australia, Madagascar
                                                          n The richest large river systems and the                                                   We will also continue to work in a limited
                                                             world’s oldest river: Amazon, Orinoco,                                                   number of regional priority areas that are
                                                             Congo, Mekong, Yangtze, and the New                                                      locally important and have a long history
                                                             River in southeast USA                                                                   of WWF conservation success: the Alps,
                                                                                                                                                      Baltic, Gulf of California, Indus Delta,
                                                                                                                                                      Mesoamerican Reef, and Yellow Sea.




WWF global priority places
                                                                                                                       5


                                                                                                                                                                                 18
                                                                                                                                                                             2                    4
                                                              25
                                                                                                                                             17
                                                                                                                                    20
                                                                     27
                                                         9                                                                                                                                  35
                                                                                                                                                                                 14
                                                                                                                                                                                           21
                                                                                                              33                                                     34
                                                                          10
                                                                               26                                                                                                     32
                                                                16                                                                                                                                7
                                                                                                                               12                 1                                                    13
                                                                                    3
                                                                                                                                                                                                               24
                                                                                                                                           22             19                                                               31
                                                                                         8    6                                                                                                                     31          31
                                                                                                                                    23                                                                                     31
                                                                                                                                                11
                                                                                                                                                                                                  30
                                                                                                                                    15                                                                  29
                                                                               28
                                                                                        29
                                                                                                                                                                                                                29



                                                                                                29




                                                                               9. Chihuahuan Deserts & Freshwater                        18. Lake Baikal                                         27. Southeastern Rivers and Streams
               1. African Rift Lakes Region                                    10. Choco-Darien                                          19. Madagascar                                          28. Southern Chile
               2. Altai-Sayan Montane Forests                                  11. Coastal East Africa                                   20. Mediterranean                                       29. Southern Ocean
               3. Amazon Guianas                                               12. Congo Basin                                           21. Mekong Complex                                      30. Southwest Australia
               4. Amur-Heilong                                                 13. Coral Triangle                                        22. Miombo Woodlands                                    31. Southwest Pacific
               5. Artic Seas & Associated Boreal/Tundra                        14. Eastern Himalayas                                     23. Namib-Karoo-Kaokoveld                               32. Sumatra
               6. Atlantic Forests                                             15. Fynbos                                                24. New Guinea & Offshore Islands                       33. West Africa Marine
               7. Borneo                                                       16. Galapagos                                             25. Northern Great Plains                               34. Western Ghats
               8. Cerrado-Pantanal                                             17. Greater Black Sea Basin                               26. Orinoco River & Flooded Forests                     35. Yangtze Basin


         Places shown are an illustrative guide to WWF’s priority places and do not imply definitive boundaries. Created July 2008 by Conservation Science Program. WWF-US
06 / Saving biodiversity                continued




                             Conserving some of the Earth’s most important species

                             2020                             Conservation efforts are also needed for             bears, sharks, tunas, dolphins, porpoises
                             Biodiversity Goal - Species      threatened species whose survival cannot         n   Species that symbolize key global threats to
                             By 2020, populations             be guaranteed by conserving their habitat            biodiversity: e.g., marine turtles, dolphins, porpoises,
                             of the most ecologically,        alone. WWF is focusing such efforts on               sharks, and albatross (bycatch); polar bear (climate
                             economically and culturally      species that are of special importance –             change); tigers, elephants, rhinos, marine turtles
                             important species are            either for their ecosystem (e.g., species            (illegal wildlife trade)
                             restored and thriving in         forming a key element of the food chain,         n   Some of the world’s most-threatened large mammals:
                             the wild                         species which help the stability or                  e.g., mountain gorilla, Cross River gorilla, snow
                                                              regeneration of habitats, or species that            leopard, Amur leopard, Javan rhino, Sumatran rhino,
                                                              demonstrate broader conservation needs)              Irrawaddy river dolphin, North Atlantic right whale
                                                              or for people (e.g., species important for the   n   National emblems and global icons: e.g., tigers, giant
                                                              health and livelihoods of local communities,         pandas, elephants, gorillas, orangutans, whales,
                                                              species exploited commercially, or species           marine turtles, kangaroos
                                                              that are important cultural icons).              n   Humankind’s closest relatives: great apes, especially
                                                                                                                   the bonobo
                                                              We have identified 36 such priority species      n   Species that are critical for the health, livelihoods,
                                                              or species clusters, which fall into two             and economic security of local communities: e.g.,
                                                              groups: flagship species and footprint-              ginseng, Korean cedar pine, humphead wrasse
                                                              impacted species. They include:                  n   Species that form the basis of, and are threatened
                                                              n Species which help ensure the long-term            by, significant commercial activity and inadequately
                                                                survival and health of many threatened             regulated or unsustainable global trade: e.g.,
                                                                habitats and their associated species:             threatened fish species like cod, tuna, salmon, and
                             Right: African elephant, Kenya     e.g., elephants, reef-building corals              sturgeon; threatened hardwood timber species like
                             Below: Coral reef, Fiji          n Top predators: e.g., Asian big cats, polar         bigleaf mahogany and ramin
© Cat HOLLOWAT / WWF-Canon
07
 © Martin HARVEY / WWF-Canon




Priority species                                                Why cactus and cod?
Flagship species                                                The plight of polar bears, great apes, pandas, and other large
Provide a focus for raising awareness and stimulating           mammals is generally well known, at least in industrialized
action and funding for broader conservation efforts             countries. They are often viewed as charismatic species, and
n African elephant          n Marine cetaceans                  form icons or symbols for a defined habitat or environmental
n African great apes        n Marine turtles                    cause.
n African rhinos            n Orangutans
n Asian big cats            n Polar bear                        But most people don’t stop to consider whether the fish they
n Asian elephant            n River dolphins                    eat, the ornamental plants they buy, or the herbal tea they drink
n Asian rhinos              n Threatened kangaroos              comes from a threatened or endangered species, or whether
n Giant panda                                                   taking it from the wild harmed its habitat or another species.

Footprint-impacted species                                      Most people also don’t realise just how many plants and
Threatened primarily by overexploitation (e.g., unsustainable   animals are harvested from the wild each year: it adds up
hunting, fishing, or logging), either directly or through the   to hundreds of millions from thousands of species.
exploitation of another species
n African teak               n Ginseng                          Most of this trade is legal. But clearly, the huge numbers of
n Alaskan pollock            n Humphead wrasse                  plants and animals involved means this trade has the potential
n Argali wild sheep          n Korean cedar pine                to be very damaging if it is not regulated to ensure it is kept
n Asian tortoises            n Pelagic sharks                   at sustainable levels. And illegal wildlife trade is a major threat
  and freshwater turtles n Ramin                                to many species so it is essential to put more effort into
n Bigleaf mahogany           n Reef sharks                      enforcement.
n Cacti                      n Saiga antelope
n Cod                        n Southern Ocean albatrosses       So that’s why we’re also focusing on cacti and cod, and other
n Corals                     n Sturgeon and paddlefish          species impacted by exploitation – to make sure that these,
n Cork oak                   n Swordfish and other bill-fish    and all other species involved in wildlife trade, are harvested
n East African cichlids      n Tibetan antelope                 sustainably and in a way that doesn’t affect other species or
n European                   n Tunas                            damage the wider ecosystem.
  and Pacific salmon
08 / Reducing ecological footprint

2. Reducing humanity’s
   ecological footprint
                                                                                                      2050
                                                                                                      Footprint Goal
                                                                                                      By 2050, humanity’s global
                                                                                                      footprint stays within the
                                                                                                      Earth’s capacity to sustain life
                                                                                                      and the natural resources of
                                                                                                      our planet are shared equitably


                                                                                                      2020
                                                                                                      Footprint Goal
                                                                                                      By 2020, humanity’s global
                                                                                                      footprint falls below its
                                                                                                      2000 level and continues its
                                                                                                      downward trend, specifically
                                                                                                      in the areas of:
                                                                                                      n Energy/carbon
 © Jo BENN / WWF -Canon




                                                                                                      n Commodities
                                                                                                        (crops, meat, fish and wood)
                                                                                                      n Water



                                                                                                      Artisanal pirogue with local fishers
                                                                                                      passing European trawler in their
                                                                                                      fishing grounds, Senegal




Calculating humanity’s
ecological footprint

The ecological footprint is a way to monitor our impact on         infrastructure. Leaving aside a 10 per cent allowance for
natural habitats and ecosystems. It measures how much land         wilderness and wildlife, this gives about 2 hectares for every
and water is needed to provide the resources people use and        man, woman, and child.
to absorb all the waste we produce.
                                                                   The footprint of people in some countries is far less than this.
For example, for every tonne of fish we consume, we need           But in the industrialized world, it’s much higher. The footprint of
25 hectares of fishing grounds. For every cubic metre of timber,   the average American is nearly 10 hectares, while that for the
we need 1.3 hectares of forest. And for every tonne of CO2 we      average EU citizen is around 6. The only way everyone could
release by burning fossil fuels, we need 0.35 hectares of forest   consume this high level of natural resources is if we had an
to absorb it.                                                      extra two, three, or even four Earths. Clearly, we don’t.

The Earth has about 12 billion hectares of bioproductive           That’s why we need to find ways to maintain a high standard
land and water – cropland, pasture, forest, fisheries, and         of living while using far fewer natural resources – getting our
land to build on – that can supply us with food, fibre (like       footprint down to ‘One Planet Living’.
wool and wood pulp), and timber; absorb our CO2 emissions;
and provide space for houses, roads, factories, and other




We are already using nearly 30 per cent more natural resources than the Earth
can replenish and releasing far more CO2 into the atmosphere than ecosystems
can immediately reabsorb – leading to degraded ecosystems
and the very real possibility of dangerous climate change.
09




People have changed the Earth’s             WWF is therefore working to reduce               It’s not about turning back the clock for
ecosystems more rapidly and extensively     humanity’s ecological footprint – the            how we live or preventing countries or
in the past 50 years than in any other      amount of land and natural resources             communities from developing. Instead,
period of human history. These changes      needed to supply our food, water, fibre,         it is about implementing new ways of
have already degraded almost two-thirds     and timber and to absorb our CO2                 growing crops, managing fisheries and
of the ecosystems on which we depend        emissions. We are specifically focusing          forests, generating energy, and dealing
for everything from food to building        on six footprint areas that we believe           with waste. The aim is that everyone lives
materials, and caused the irreversible      need addressing most urgently:                   within the Earth’s capacity to sustain
loss of many habitats and species.          n Carbon                                         people and nature, and has equitable
                                            n Cropland (for food, fibre,                     access to, and use of, natural resources.
The main drivers of this are our huge         and biofuel crops)
population increase over this time          n Grazing land
and, with it, our vastly increased use      n Fishing
of land and natural resources. We are       n Forest (for timber, paper, pulp,
already using nearly 30 per cent more          and fuel wood)
natural resources than the Earth can        n Water
replenish and releasing far more CO2
into the atmosphere than ecosystems
can immediately reabsorb – leading to
degraded ecosystems and the very real
possibility of dangerous climate change.
And both our population and
our consumption continue to grow.




Already a reality
It might seem impossible to reduce the huge footprint
of industrialized countries without sacrificing the comforts
and advantages of a modern, mobile lifestyle. But this is not
the case.

One London housing development has halved the ecological
footprint of an average Londoner – and the people living there
didn’t need to change a thing. The homes were built with
reclaimed steel and timber from responsibly managed forests.
They are also energy efficient, needing only 10 per cent of the
heating of regular houses. Rainwater is harvested and sewage
water is recycled. Hot water and electricity are provided by
solar panels and an onsite combined heat and power plant
running on tree surgery waste.

It doesn’t stop there. Residential, business, and tourist
developments in Europe, North America, China and South
Africa – and even the London 2012 Olympics and a whole new
city in Abu Dhabi – have similarly embraced WWF’s One Planet
Living concept for a more sustainable future.
                                                                    © KLEIN & HUBERT / WWF




Solar power station, Australia
10 / Tackling drivers

3. Tackling threats and drivers
                                                                   WWF’s priority places and species face a
                                                                   range of direct and indirect threats. These
                                                                   include clearing of land for agriculture,
                                                                   building of roads and houses, introduction
                                                                   of invasive species, mass tourism, wildlife
                                                                   trade, pollution, and climate change.

                                                                   Our conservation work addresses these
                                                                   threats directly. However, this is not
                                                                   enough to conserve biodiversity and
                                                                   reduce humanity’s ecological footprint.
                                                                   We also need to tackle the drivers behind
                                                                   these threats – the social, economic, and
                                                                   political reasons why these threats exist in
                                                                   the first place.

                                                                   There are many such drivers, and they
                                                                   are complex and interlinked. However,
 © John E. NEWBY / WWF-Canon




                                                                   five are particularly relevant at the global
                                                                   level to natural resource overexploitation,
                                                                   pollution, and climate change – and
                                                                   hence to WWF’s twin goals of conserving
                                                                   biodiversity and reducing humanity’s
                                                                   ecological footprint.


                                                                   WWF Game Guard, Namibia




How drivers work
It’s easy to see how, for example, a huge tourism resort could
threaten an as yet undeveloped coastline, or how poaching is
a threat to tigers. WWF and many other groups have had much
success in conserving particular places and species by fighting
inappropriate and even illegal developments and activities
such as these.

But to ensure long-term biodiversity conservation and
sustainable footprints, we need to go to the root of the
threat: the factors that currently favour or allow damaging
or unsustainable activities.

In the case of the resort, for example, is the local or national
government prioritizing short-term economic development
at the expense of long-term, sustainable development? Will
tomorrow’s tourists prefer mass tourism over more eco-friendly
options? Are investors supporting the resort for short-term
profits? Are national laws not strong enough to protect
important natural areas? Do tour operators not have adequate
                                                                    © Martin HARVEY / WWF-Canon




standards to ensure their activities are not damaging the
environment?

These are the ultimate drivers which need to be addressed so
that developments and activities are routinely carried out in a
sustainable manner in appropriate places – and we no longer
need to fight individual battles.
11




These global priority drivers are:

n   Public sector finance: Funding to            n   Business practices: The standards,         n   Consumption choices & beliefs and
    environmental and development issues             guidelines, and ethics of businesses           attitudes towards nature: For example
    that is under governmental control, e.g.,        working in sectors that affect the             whether people choose sustainably
    through government budgets, multilateral         environment, such as agriculture,              sourced products, environmentally friendly
    banks, national and regional development         fisheries, timber, pulp and paper,             transport options, and green energy; the
    banks, international aid, subsidy and            water, mining, and energy. Without             effect of cultural food preferences on the
    sector support. Such funding influences          environmentally-appropriate standards,         environment; the way people treat natural
    where and how resources are committed            businesses and industries working              places; and attitudes to human-wildlife
    and the degree to which environmental            in these sectors are likely to increase        conflict.
    concerns are considered.                         biodiversity loss and humanity’s
                                                     ecological footprint.                      By understanding and engaging with the
n   Private sector finance: Funding to                                                          key actors – organizations, businesses,
    environmental and development issues         n   Laws and regulations: National             communities, and individuals – behind
    that is under private control, e.g.,             and international laws, policies, and      these drivers, we will be able to better
    through private banks, superannuation            frameworks relating to, e.g., water,       target our strategies and actions, our
    funds, insurance funds, and investors            wildlife, forestry, fisheries, land use,   investment, and our expertise. Constant
    in business and industry. Such funding           poverty, development, agriculture,         analysis of the global priority drivers will
    influences development, business and             energy, and CO2 emissions. Such laws,      also help us to anticipate future trends
    industry, technology transfer, and a range       policies, and frameworks have a great      and changes, and so enable us to be
    of other sectors that can have an adverse        deal of influence on the chance of         proactive.
    environmental impact.                            conservation success.



                                                                                                White rhinoceros, Lake Nakuru
                                                                                                National Park, Kenya
12

4. Pulling it all together
                                                             Identifying priority places, species,
                                                             footprint areas, and global drivers is
                                                             relatively easy – the hard, and most
                                                             important, part is achieving concrete
                                                             results.

                                                             But with our partners – you – we can do it.

                                                             Building on half a century of experience
                                                             and with an impressive track record
                                                             around the world1 – ranging from on-
                                                             the-ground conservation to high-level
                                                             international policy and private sector
                                                             engagement – WWF has the unique ability
                                                             to drive large-scale changes from the local
                                                             level to the global.
 © Elizabeth KEMF / WWF-Canon




                                                             Working in a worldwide network covering
                                                             over 100 countries, dedicated, passionate
                                                             people are taking a science-based,
                                                             collaborative approach to implement
                                                             our global conservation framework. We
                                                             are tackling specific threats to priority
                                                             places, species, and footprint areas, and
                                                             integrating this with systematic work
                                                             to address the global priority drivers.
                                                             We routinely monitor and measure our
Young boy, Serepok River, Vietnam                            progress to make sure we’re on track and
                                                             to adapt our approaches as necessary.
                                                             And we are bound by an overarching set
                                                             of guiding principles that ensures our work
WWF’s guiding principles                                     is ethical and transparent.


We will:                                                     We also have tremendous help. Our
                                                             equally dedicated, passionate partners
n be global, independent, multicultural and non-party        include local governments, national
  political                                                  governments, international conventions,
n use the best available scientific information to address   other conservation groups, development
                                                             groups, scientists, businesses, industry,
  issues and critically evaluate all our endeavours          investment banks, farmers, fishers,
n seek dialogue and avoid unnecessary confrontation          foresters, indigenous people, local
n build concrete conservation solutions through a            communities, park managers, landowners,
                                                             and consumers. Everyone, in fact, who
  combination of field-based projects, policy initiatives,   has a stake in the health of our planet.
  capacity building, and education work
n involve local communities and indigenous peoples           Together we are developing and
                                                             implementing innovative, lasting solutions
  in the planning and execution of field programmes,         for conserving biodiversity and reducing
  respecting their cultural as well as economic needs        humanity’s ecological footprint. Together
n strive to build partnerships with other organizations,     we are building a future in which people
                                                             live in harmony with nature.
  governments, business, and local communities to
  enhance our effectiveness
n run our operations in a cost effective manner and          Together we are working
  apply donors’ funds according to the highest               for a Living Planet.
  standards of accountability.
                                                             1
                                                                 see WWF: Building a Sustainable Future
Call to action / 13

WWF’s global conservation framework
   Challenge      Conserve biodiversity
                  Reduce humanity’s global footprint



   Focus          35 priority places
   efforts        36 priority species
                  6 priority footprint areas


                  Threats                         Drivers behind
   Tackle         Agriculture                     threats
   both drivers   Wildlife trade
                  Urbanization
                                                  Public sector finance
                                                  Private sector finance
   and threats    Energy production               Business practices
                  Infrastructure                  Laws
                  Climate change                  Consumption choices
                  Pollution



   By 2020        Biodiversity is protected and well-managed in the
                  world’s most outstanding natural places

                  Populations of the most ecologically, economically and
                  culturally important species are restored and thriving in
                  the wild

                  Humanity’s global footprint falls below its 2000 level and
                  continues its downward trend, specifically in the areas
                  of energy/carbon, commodities (crops, meat, fish and
                  wood), and water



   By 2050        The integrity of the most outstanding natural places on
                  Earth is conserved, contributing to a more secure and
                  sustainable future for all

                  Humanity’s global footprint is within the Earth’s capacity
                  to sustain life and natural resources are shared equitably




   Forever        People living in
                  harmony with nature
WWF’s mission is to stop the degradation of the      © WWF International 2008
                                                     The geographical designations given
planet’s natural environment and to build a future   here do not imply the expression of
                                                     any opinion whatsoever on the part of
in which humans live in harmony with nature, by:     WWF concerning the legal status of any
                                                     country, territory, or area, or concerning
                                                     the delimitation of its frontiers or
                                                     boundaries.

n conserving the world’s biological diversity        Cover credits ©: Aerial view of flooded
                                                     forest, Rio Negro, Brazil. Michel ROGGO
n ensuring that the use of renewable natural         / WWF-Canon. Polar bear, Norway.
                                                     Wim VAN PASSEL / WWF-Canon
  resources is sustainable                           Prepared and edited by Emma Duncan
                                                     Designed by millerdesign.co.uk
n promoting the reduction of pollution and           Printed on FSC Revive 75 silk


  wasteful consumption.                              WWF International,
                                                     Avenue du Mont-Blanc,
                                                     1196 Gland, Switzerland
                                                     Tel. + 41 22 364 9111
                                                     Fax + 41 22 364 8836
                                                     www.panda.org

                                                     © 1986 Panda symbol WWF – World Wide Fund
                                                     For Nature (Also known as World Wildlife Fund
                                                     in the USA and Canada) ® ‘WWF’ & ‘Living
                                                     Planet’ are WWF Registered Trademarks




 We need your help!
 WWF’s conservation framework shows
 the way forward – but we can only get
 there with continued help and support from
 donors, local communities, governments,
 NGO partners, businesses, scientists, aid
 agencies, fisheries and forestry
 organizations, consumer groups, and other
 essential partners.

 Find out how you can work with us:
 www.panda.org

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A Roadmap for a Living Planet

  • 1. A Roadmap for a Living Planet
  • 2. “We have only this generation to get sustainability and the environment right. We all need to work together as never before to get there.” James P. Leape Director General, WWF International 1. Saving biodiversity 04 2. Reducing humanity’s Conserving the ecological footprint 08 Earth’s most 3. Tackling threats outstanding places 05 and drivers 10 Conserving some of 4. Pulling it all together 12 the Earth’s most important species 06 WWF’s global conservation framework 13 © Martin HARVEY / WWF-Canon
  • 3. Beautiful. Essential. But threatened. What do you see when you think of The diversity of life on Earth is not simply Millions of people are already feeling the nature? A rainforest of towering green, something to marvel over – it’s also vital consequences. Around the word, in rich inhabited by whooping monkeys, for our own health and livelihoods. Plants, and poor countries alike, people are facing flamboyant birds, and bustling beetles? animals, fungi, and microorganisms form uncertainties over food security and water A vast savannah where lions stalk, giraffes a complex, interconnected web of availability, and increased vulnerability to browse, and elephants trumpet? A coral ecosystems and habitats that provides natural disasters and diseases. reef with darting fish, colourful starfish, our life support system. They give us and waving sea anemones? Or perhaps clean water, breathable air, food, medicine, Things will get much worse if we keep your local pond, where dragonflies zip, energy, and more. We cannot easily going the same way. Under a ‘business- frogs croak, and reeds sway? survive without them. as-usual’ scenario, by 2050 people are predicted to be using twice as many There are countless other stunning There’s a problem though. People are natural resources than the Earth can examples – and all are unique to one already using nearly 30 per cent more replenish. If this happens, exhaustion planet. Ours. natural resources than the Earth can of natural resources and large-scale replenish and our activities are drastically ecosystem collapse become increasingly changing the planet’s climate. As a result, likely. ‘Business-as-usual’ will also lead biodiversity is under threat – and the life to dangerous climate change, further support system is starting to break down. threatening biodiversity as well as people. Left: African elephant, Etosha National Park, Namibia Below: Fynbos flowers, South Africa © Martin HARVEY / WWF-Canon
  • 4. 02 The challenge The Earth is at a critical point where the decisions and actions taken by one species – ours – will determine the future of all life. In order to survive and prosper, we must urgently change our course towards a healthy planet where people and nature thrive in a stable environment, now and for generations to come. The only way to ensure this is to preserve biodiversity and lighten humanity’s impact on natural habitats – starting © Martin HARVEY / WWF-Canon right now. Bengal tiger What will the future be? Two indicators developed by WWF clearly show the challenge The Ecological Footprint is a monitor of human demand on we face – the Living Planet Index and the Ecological Footprint. ecosystems (see page 8). Humanity’s ecological footprint has steadily increased over the past few decades, and since The Living Planet Index measures trends in biodiversity and is the late 1980s has exceeded the capacity of ecosystems to a monitor of ecosystem health. This index has fallen by about replenish natural resources. This is equivalent to a business 30 per cent since 1970, indicating that natural ecosystems are spending more than it earns – clearly not sustainable. being degraded at a rate unprecedented in human history.
  • 5. 03 WWF’s response WWF has embarked on a It also taps into the enormous bold and innovative approach power we all have – as to achieve this enormous consumers, local community challenge in cooperation with members, landowners, our many diverse partners. politicians, policy makers, business and industry leaders, Our global conservation development and conservation framework is a science- workers, farmers, and fishers based plan, a detailed – to protect biodiversity and way forward for catalyzing steer the world towards change on a large scale. It sustainability. uniquely combines traditional conservation with work to This brochure outlines our address the global dynamics framework, and explains driving biodiversity loss and how we plan to achieve it in humanity’s unsustainable use cooperation with our many © Michel ROGGO / WWF-Canon of natural resources. It focuses vital partners. We invite you efforts on the most important to join us on our mission of places, species, and issues, building a future where people and integrates this work from live in harmony with nature – the local level to the global. a Living Planet. Flooded forest, Rio Negro, Brazil The choices we make now will decide the future. Whether we go on as usual – and see ecosystems collapse and the planet’s ability to support people crumble. Or whether we make bold changes to reverse the declining Living Planet Index and our growing ecological footprint – and live in sustainable societies in harmony with nature. For more information see WWF’s Living Planet Report 2008
  • 6. 04 / Saving biodiversity 1. Saving biodiversity 2050 Biodiversity Goal By 2050, the integrity of the most outstanding natural places on Earth is conserved, contributing to a more secure and sustainable future for all WWF has two approaches for conserving biodiversity: conserving the Earth’s most outstanding places and conserving species that are particularly important for their habitat or for people. © Martin HARVEY / WWF-Canon Strategically focusing efforts on these global priority places and species will also help conserve the many other species which share these habitats and/or are vulnerable to the same threats. Fishers on the Dzanga River, Central African Republic Haven’t lots of national parks been created already? Over the last 130 years, more than 100,000 protected areas Several long-term global threats also affect protected areas, (national parks, sanctuaries, reserves, and the like) have like climate change, continued conversion of natural habitat, been established. They cover around 12 per cent of the and over-extraction and diversion of water from rivers. Earth’s surface – an area larger than India and China put together. And there’s not always enough support from governments, development agencies, business and industry, and So why are the world’s natural places still under threat? sometimes local communities to ensure the long-term There are several reasons. success of protected areas. One is that many protected areas are not well managed. So while we’ve come a long way, there’s still more to do to Another is that many habitats are not well represented ensure that enough of our planet’s ecosystems and habitats in the current network of protected areas, such as marine are properly conserved. areas, marshes and swamps, mangroves, grasslands, and temperate forests. Less than 1 per cent of marine areas are protected, for example.
  • 7. 05 Conserving the Earth’s most outstanding places 2020 We are focusing efforts on 35 global n The most unique and diverse deserts: Biodiversity Goal - Places priority places around the world – Namib-Karoo-Kaokoveld Deserts, By 2020, biodiversity is terrestrial, freshwater, and marine Chihuahuan Desert protected and well managed in ecoregions scientifically identified as n The most diverse tropical grasslands, the world’s most outstanding either being home to irreplaceable and savannas and woodlands: central and natural places threatened biodiversity, or representing eastern Africa, central and eastern South an opportunity to conserve the largest America, North America We can conserve most of life and most intact representative of their n The tallest grasslands filled with the on Earth by conserving the ecosystem. They include: highest densities of tigers and rhinos: most exceptional ecosystems n The most intact remaining rainforests: Eastern Himalayas and habitats – places that are Amazon, Congo Basin, New Guinea n The most outstanding montane areas: particularly rich in biodiversity, n The most species-rich rainforests: Himalayas, Albertine Rift places with unique animals western Amazon, northwest South n The most diverse coral reefs: Coral and plants, places like no America Triangle, Great Barrier Reef, New other. n The richest places for rare endemic Caledonia, Fiji, East Africa plants and animals: New Caledonia, n The most productive seas: Arctic, Fiji, Vanuatu, South Africa, southwest Southern Oceans, West Africa Australia, Madagascar n The richest large river systems and the We will also continue to work in a limited world’s oldest river: Amazon, Orinoco, number of regional priority areas that are Congo, Mekong, Yangtze, and the New locally important and have a long history River in southeast USA of WWF conservation success: the Alps, Baltic, Gulf of California, Indus Delta, Mesoamerican Reef, and Yellow Sea. WWF global priority places 5 18 2 4 25 17 20 27 9 35 14 21 33 34 10 26 32 16 7 12 1 13 3 24 22 19 31 8 6 31 31 23 31 11 30 15 29 28 29 29 29 9. Chihuahuan Deserts & Freshwater 18. Lake Baikal 27. Southeastern Rivers and Streams 1. African Rift Lakes Region 10. Choco-Darien 19. Madagascar 28. Southern Chile 2. Altai-Sayan Montane Forests 11. Coastal East Africa 20. Mediterranean 29. Southern Ocean 3. Amazon Guianas 12. Congo Basin 21. Mekong Complex 30. Southwest Australia 4. Amur-Heilong 13. Coral Triangle 22. Miombo Woodlands 31. Southwest Pacific 5. Artic Seas & Associated Boreal/Tundra 14. Eastern Himalayas 23. Namib-Karoo-Kaokoveld 32. Sumatra 6. Atlantic Forests 15. Fynbos 24. New Guinea & Offshore Islands 33. West Africa Marine 7. Borneo 16. Galapagos 25. Northern Great Plains 34. Western Ghats 8. Cerrado-Pantanal 17. Greater Black Sea Basin 26. Orinoco River & Flooded Forests 35. Yangtze Basin Places shown are an illustrative guide to WWF’s priority places and do not imply definitive boundaries. Created July 2008 by Conservation Science Program. WWF-US
  • 8. 06 / Saving biodiversity continued Conserving some of the Earth’s most important species 2020 Conservation efforts are also needed for bears, sharks, tunas, dolphins, porpoises Biodiversity Goal - Species threatened species whose survival cannot n Species that symbolize key global threats to By 2020, populations be guaranteed by conserving their habitat biodiversity: e.g., marine turtles, dolphins, porpoises, of the most ecologically, alone. WWF is focusing such efforts on sharks, and albatross (bycatch); polar bear (climate economically and culturally species that are of special importance – change); tigers, elephants, rhinos, marine turtles important species are either for their ecosystem (e.g., species (illegal wildlife trade) restored and thriving in forming a key element of the food chain, n Some of the world’s most-threatened large mammals: the wild species which help the stability or e.g., mountain gorilla, Cross River gorilla, snow regeneration of habitats, or species that leopard, Amur leopard, Javan rhino, Sumatran rhino, demonstrate broader conservation needs) Irrawaddy river dolphin, North Atlantic right whale or for people (e.g., species important for the n National emblems and global icons: e.g., tigers, giant health and livelihoods of local communities, pandas, elephants, gorillas, orangutans, whales, species exploited commercially, or species marine turtles, kangaroos that are important cultural icons). n Humankind’s closest relatives: great apes, especially the bonobo We have identified 36 such priority species n Species that are critical for the health, livelihoods, or species clusters, which fall into two and economic security of local communities: e.g., groups: flagship species and footprint- ginseng, Korean cedar pine, humphead wrasse impacted species. They include: n Species that form the basis of, and are threatened n Species which help ensure the long-term by, significant commercial activity and inadequately survival and health of many threatened regulated or unsustainable global trade: e.g., habitats and their associated species: threatened fish species like cod, tuna, salmon, and Right: African elephant, Kenya e.g., elephants, reef-building corals sturgeon; threatened hardwood timber species like Below: Coral reef, Fiji n Top predators: e.g., Asian big cats, polar bigleaf mahogany and ramin © Cat HOLLOWAT / WWF-Canon
  • 9. 07 © Martin HARVEY / WWF-Canon Priority species Why cactus and cod? Flagship species The plight of polar bears, great apes, pandas, and other large Provide a focus for raising awareness and stimulating mammals is generally well known, at least in industrialized action and funding for broader conservation efforts countries. They are often viewed as charismatic species, and n African elephant n Marine cetaceans form icons or symbols for a defined habitat or environmental n African great apes n Marine turtles cause. n African rhinos n Orangutans n Asian big cats n Polar bear But most people don’t stop to consider whether the fish they n Asian elephant n River dolphins eat, the ornamental plants they buy, or the herbal tea they drink n Asian rhinos n Threatened kangaroos comes from a threatened or endangered species, or whether n Giant panda taking it from the wild harmed its habitat or another species. Footprint-impacted species Most people also don’t realise just how many plants and Threatened primarily by overexploitation (e.g., unsustainable animals are harvested from the wild each year: it adds up hunting, fishing, or logging), either directly or through the to hundreds of millions from thousands of species. exploitation of another species n African teak n Ginseng Most of this trade is legal. But clearly, the huge numbers of n Alaskan pollock n Humphead wrasse plants and animals involved means this trade has the potential n Argali wild sheep n Korean cedar pine to be very damaging if it is not regulated to ensure it is kept n Asian tortoises n Pelagic sharks at sustainable levels. And illegal wildlife trade is a major threat and freshwater turtles n Ramin to many species so it is essential to put more effort into n Bigleaf mahogany n Reef sharks enforcement. n Cacti n Saiga antelope n Cod n Southern Ocean albatrosses So that’s why we’re also focusing on cacti and cod, and other n Corals n Sturgeon and paddlefish species impacted by exploitation – to make sure that these, n Cork oak n Swordfish and other bill-fish and all other species involved in wildlife trade, are harvested n East African cichlids n Tibetan antelope sustainably and in a way that doesn’t affect other species or n European n Tunas damage the wider ecosystem. and Pacific salmon
  • 10. 08 / Reducing ecological footprint 2. Reducing humanity’s ecological footprint 2050 Footprint Goal By 2050, humanity’s global footprint stays within the Earth’s capacity to sustain life and the natural resources of our planet are shared equitably 2020 Footprint Goal By 2020, humanity’s global footprint falls below its 2000 level and continues its downward trend, specifically in the areas of: n Energy/carbon © Jo BENN / WWF -Canon n Commodities (crops, meat, fish and wood) n Water Artisanal pirogue with local fishers passing European trawler in their fishing grounds, Senegal Calculating humanity’s ecological footprint The ecological footprint is a way to monitor our impact on infrastructure. Leaving aside a 10 per cent allowance for natural habitats and ecosystems. It measures how much land wilderness and wildlife, this gives about 2 hectares for every and water is needed to provide the resources people use and man, woman, and child. to absorb all the waste we produce. The footprint of people in some countries is far less than this. For example, for every tonne of fish we consume, we need But in the industrialized world, it’s much higher. The footprint of 25 hectares of fishing grounds. For every cubic metre of timber, the average American is nearly 10 hectares, while that for the we need 1.3 hectares of forest. And for every tonne of CO2 we average EU citizen is around 6. The only way everyone could release by burning fossil fuels, we need 0.35 hectares of forest consume this high level of natural resources is if we had an to absorb it. extra two, three, or even four Earths. Clearly, we don’t. The Earth has about 12 billion hectares of bioproductive That’s why we need to find ways to maintain a high standard land and water – cropland, pasture, forest, fisheries, and of living while using far fewer natural resources – getting our land to build on – that can supply us with food, fibre (like footprint down to ‘One Planet Living’. wool and wood pulp), and timber; absorb our CO2 emissions; and provide space for houses, roads, factories, and other We are already using nearly 30 per cent more natural resources than the Earth can replenish and releasing far more CO2 into the atmosphere than ecosystems can immediately reabsorb – leading to degraded ecosystems and the very real possibility of dangerous climate change.
  • 11. 09 People have changed the Earth’s WWF is therefore working to reduce It’s not about turning back the clock for ecosystems more rapidly and extensively humanity’s ecological footprint – the how we live or preventing countries or in the past 50 years than in any other amount of land and natural resources communities from developing. Instead, period of human history. These changes needed to supply our food, water, fibre, it is about implementing new ways of have already degraded almost two-thirds and timber and to absorb our CO2 growing crops, managing fisheries and of the ecosystems on which we depend emissions. We are specifically focusing forests, generating energy, and dealing for everything from food to building on six footprint areas that we believe with waste. The aim is that everyone lives materials, and caused the irreversible need addressing most urgently: within the Earth’s capacity to sustain loss of many habitats and species. n Carbon people and nature, and has equitable n Cropland (for food, fibre, access to, and use of, natural resources. The main drivers of this are our huge and biofuel crops) population increase over this time n Grazing land and, with it, our vastly increased use n Fishing of land and natural resources. We are n Forest (for timber, paper, pulp, already using nearly 30 per cent more and fuel wood) natural resources than the Earth can n Water replenish and releasing far more CO2 into the atmosphere than ecosystems can immediately reabsorb – leading to degraded ecosystems and the very real possibility of dangerous climate change. And both our population and our consumption continue to grow. Already a reality It might seem impossible to reduce the huge footprint of industrialized countries without sacrificing the comforts and advantages of a modern, mobile lifestyle. But this is not the case. One London housing development has halved the ecological footprint of an average Londoner – and the people living there didn’t need to change a thing. The homes were built with reclaimed steel and timber from responsibly managed forests. They are also energy efficient, needing only 10 per cent of the heating of regular houses. Rainwater is harvested and sewage water is recycled. Hot water and electricity are provided by solar panels and an onsite combined heat and power plant running on tree surgery waste. It doesn’t stop there. Residential, business, and tourist developments in Europe, North America, China and South Africa – and even the London 2012 Olympics and a whole new city in Abu Dhabi – have similarly embraced WWF’s One Planet Living concept for a more sustainable future. © KLEIN & HUBERT / WWF Solar power station, Australia
  • 12. 10 / Tackling drivers 3. Tackling threats and drivers WWF’s priority places and species face a range of direct and indirect threats. These include clearing of land for agriculture, building of roads and houses, introduction of invasive species, mass tourism, wildlife trade, pollution, and climate change. Our conservation work addresses these threats directly. However, this is not enough to conserve biodiversity and reduce humanity’s ecological footprint. We also need to tackle the drivers behind these threats – the social, economic, and political reasons why these threats exist in the first place. There are many such drivers, and they are complex and interlinked. However, © John E. NEWBY / WWF-Canon five are particularly relevant at the global level to natural resource overexploitation, pollution, and climate change – and hence to WWF’s twin goals of conserving biodiversity and reducing humanity’s ecological footprint. WWF Game Guard, Namibia How drivers work It’s easy to see how, for example, a huge tourism resort could threaten an as yet undeveloped coastline, or how poaching is a threat to tigers. WWF and many other groups have had much success in conserving particular places and species by fighting inappropriate and even illegal developments and activities such as these. But to ensure long-term biodiversity conservation and sustainable footprints, we need to go to the root of the threat: the factors that currently favour or allow damaging or unsustainable activities. In the case of the resort, for example, is the local or national government prioritizing short-term economic development at the expense of long-term, sustainable development? Will tomorrow’s tourists prefer mass tourism over more eco-friendly options? Are investors supporting the resort for short-term profits? Are national laws not strong enough to protect important natural areas? Do tour operators not have adequate © Martin HARVEY / WWF-Canon standards to ensure their activities are not damaging the environment? These are the ultimate drivers which need to be addressed so that developments and activities are routinely carried out in a sustainable manner in appropriate places – and we no longer need to fight individual battles.
  • 13. 11 These global priority drivers are: n Public sector finance: Funding to n Business practices: The standards, n Consumption choices & beliefs and environmental and development issues guidelines, and ethics of businesses attitudes towards nature: For example that is under governmental control, e.g., working in sectors that affect the whether people choose sustainably through government budgets, multilateral environment, such as agriculture, sourced products, environmentally friendly banks, national and regional development fisheries, timber, pulp and paper, transport options, and green energy; the banks, international aid, subsidy and water, mining, and energy. Without effect of cultural food preferences on the sector support. Such funding influences environmentally-appropriate standards, environment; the way people treat natural where and how resources are committed businesses and industries working places; and attitudes to human-wildlife and the degree to which environmental in these sectors are likely to increase conflict. concerns are considered. biodiversity loss and humanity’s ecological footprint. By understanding and engaging with the n Private sector finance: Funding to key actors – organizations, businesses, environmental and development issues n Laws and regulations: National communities, and individuals – behind that is under private control, e.g., and international laws, policies, and these drivers, we will be able to better through private banks, superannuation frameworks relating to, e.g., water, target our strategies and actions, our funds, insurance funds, and investors wildlife, forestry, fisheries, land use, investment, and our expertise. Constant in business and industry. Such funding poverty, development, agriculture, analysis of the global priority drivers will influences development, business and energy, and CO2 emissions. Such laws, also help us to anticipate future trends industry, technology transfer, and a range policies, and frameworks have a great and changes, and so enable us to be of other sectors that can have an adverse deal of influence on the chance of proactive. environmental impact. conservation success. White rhinoceros, Lake Nakuru National Park, Kenya
  • 14. 12 4. Pulling it all together Identifying priority places, species, footprint areas, and global drivers is relatively easy – the hard, and most important, part is achieving concrete results. But with our partners – you – we can do it. Building on half a century of experience and with an impressive track record around the world1 – ranging from on- the-ground conservation to high-level international policy and private sector engagement – WWF has the unique ability to drive large-scale changes from the local level to the global. © Elizabeth KEMF / WWF-Canon Working in a worldwide network covering over 100 countries, dedicated, passionate people are taking a science-based, collaborative approach to implement our global conservation framework. We are tackling specific threats to priority places, species, and footprint areas, and integrating this with systematic work to address the global priority drivers. We routinely monitor and measure our Young boy, Serepok River, Vietnam progress to make sure we’re on track and to adapt our approaches as necessary. And we are bound by an overarching set of guiding principles that ensures our work WWF’s guiding principles is ethical and transparent. We will: We also have tremendous help. Our equally dedicated, passionate partners n be global, independent, multicultural and non-party include local governments, national political governments, international conventions, n use the best available scientific information to address other conservation groups, development groups, scientists, businesses, industry, issues and critically evaluate all our endeavours investment banks, farmers, fishers, n seek dialogue and avoid unnecessary confrontation foresters, indigenous people, local n build concrete conservation solutions through a communities, park managers, landowners, and consumers. Everyone, in fact, who combination of field-based projects, policy initiatives, has a stake in the health of our planet. capacity building, and education work n involve local communities and indigenous peoples Together we are developing and implementing innovative, lasting solutions in the planning and execution of field programmes, for conserving biodiversity and reducing respecting their cultural as well as economic needs humanity’s ecological footprint. Together n strive to build partnerships with other organizations, we are building a future in which people live in harmony with nature. governments, business, and local communities to enhance our effectiveness n run our operations in a cost effective manner and Together we are working apply donors’ funds according to the highest for a Living Planet. standards of accountability. 1 see WWF: Building a Sustainable Future
  • 15. Call to action / 13 WWF’s global conservation framework Challenge Conserve biodiversity Reduce humanity’s global footprint Focus 35 priority places efforts 36 priority species 6 priority footprint areas Threats Drivers behind Tackle Agriculture threats both drivers Wildlife trade Urbanization Public sector finance Private sector finance and threats Energy production Business practices Infrastructure Laws Climate change Consumption choices Pollution By 2020 Biodiversity is protected and well-managed in the world’s most outstanding natural places Populations of the most ecologically, economically and culturally important species are restored and thriving in the wild Humanity’s global footprint falls below its 2000 level and continues its downward trend, specifically in the areas of energy/carbon, commodities (crops, meat, fish and wood), and water By 2050 The integrity of the most outstanding natural places on Earth is conserved, contributing to a more secure and sustainable future for all Humanity’s global footprint is within the Earth’s capacity to sustain life and natural resources are shared equitably Forever People living in harmony with nature
  • 16. WWF’s mission is to stop the degradation of the © WWF International 2008 The geographical designations given planet’s natural environment and to build a future here do not imply the expression of any opinion whatsoever on the part of in which humans live in harmony with nature, by: WWF concerning the legal status of any country, territory, or area, or concerning the delimitation of its frontiers or boundaries. n conserving the world’s biological diversity Cover credits ©: Aerial view of flooded forest, Rio Negro, Brazil. Michel ROGGO n ensuring that the use of renewable natural / WWF-Canon. Polar bear, Norway. Wim VAN PASSEL / WWF-Canon resources is sustainable Prepared and edited by Emma Duncan Designed by millerdesign.co.uk n promoting the reduction of pollution and Printed on FSC Revive 75 silk wasteful consumption. WWF International, Avenue du Mont-Blanc, 1196 Gland, Switzerland Tel. + 41 22 364 9111 Fax + 41 22 364 8836 www.panda.org © 1986 Panda symbol WWF – World Wide Fund For Nature (Also known as World Wildlife Fund in the USA and Canada) ® ‘WWF’ & ‘Living Planet’ are WWF Registered Trademarks We need your help! WWF’s conservation framework shows the way forward – but we can only get there with continued help and support from donors, local communities, governments, NGO partners, businesses, scientists, aid agencies, fisheries and forestry organizations, consumer groups, and other essential partners. Find out how you can work with us: www.panda.org