HELP US TO BUILD A BETTER FUTURE FOR PEOPLE AND NATURE
Our ambitious mission cannot be realised without gaining the trust and support of people around the world.
We all know WWF and what it stands for – a trustworthy, credible organization doing amazing work for people and planet. But we cannot rely on others to automatically feel the same.
That’s why we need a strong reputation, with people thinking positively about our brand and our values – the sum total of what we do, how we do it and how we present ourselves. Only by striving hard to deliver our mission, behaving in the right way at all times, and explaining our true selves to others can we hope to gain their trust and support.
The following guidelines focus on how we can represent our values and reputation through our communications – from the way our materials look to how we write and speak.
WWF MISSION STATEMENT
WWF’s mission is to stop the degradation of the planet’s natural environment and to build a future in which people live in harmony with nature, by: conserving the world’s biological diversity, ensuring that the use of renewable natural resources is sustainable and promoting the reduction of pollution and wasteful consumption.