The culture we ‘swim in’2026-06-08T13:55:05+00:00
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The culture we ‘swim in’

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Blue ring angelfish Pomacanthus annularis

The big picture

Every organisation operates within a wider cultural context: the background of assumptions, stories, norms, and relationships that shape what seems possible, whose knowledge is valued, and the causes and beliefs that people choose to prioritise. But we do not always give these elements the attention they deserve; cultural norms, beliefs, and practices become so ingrained as to be invisible to us.

“There are these two young fish swimming along and they happen to meet an older fish swimming the other way, who nods at them and says ‘Morning, boys. How’s the water?’ And the two young fish swim on for a bit, and then eventually one of them looks over at the other and goes ‘What the hell is water?’”

– David Foster Wallace*

* This quote is from a college commencement speech made by the late novelist David Foster Wallace, and is based on a proverb of Ewe origin (the Ewe people live in parts of West Africa including areas of Ghana, Benin, Nigeria, and Togo).

Cultural context

We are committed to exploring how cultural norms and beliefs drive nature loss and weaken our sense of connection to the natural world. In many so-called ‘developed’ societies, the underlying culture and dominant narratives support economic and political systems that treat nature as a commodity or externality rather than as something we are all part of and rely on. While we recognise the deep roots of these systemic issues, we believe there are different and better ways to do things which deserve to be explored and that over time, a cultural shift is needed.

We fund organisations, participate in dialogues, and collaborate with others in the sector to make the culture we ‘swim in’ more visible and to question prevailing ways of doing things in areas such as finance, law, and our relationship to nature.

A red fox next to a turned over food bin on a street in London at night

Red fox on a London street. Image: Neil Aldridge, iStock

Stories from the ‘field’

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