Vision, Mission & Values2022-06-21T07:11:52+00:00

Our Vision, Mission, and Values

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A world in which biological and cultural diversity are valued, celebrated, and flourishing.


We bring conservation to life through our work, championing effective approaches and increasing funding for Earth’s overlooked species and ecosystems and the communities working to protect them.

Our Values

Our values underpin everything we do:


Our relationships are based on trust, listening to, and respecting the views of others, whilst recognising the limitations of our own knowledge and world views. We nurture trusting relationships with our partners to understand their needs, and provide flexible, long-term support to help them achieve impact.


In all the work we do, we aim to be collaborative and open to sharing ideas, resources, and knowledge, working closely with others to amplify impact. We are constantly learning, reflecting on what works and what does not, and we are not afraid to change direction if we believe that by doing so, we can have greater impact.

Equity, Diversity, and Inclusion

Much of the conservation we support and promote is inseparable from the needs of Indigenous Peoples and local communities. We recognise that conservation needs to be inclusive, rather than imposed from outside. Ecosystems derive much of their resilience and strength from their diversity: in a similar way, the practice of conservation itself becomes stronger and more resilient when it embraces diverse peoples, ideas, voices, and approaches. We are committed to building a more equitable and inclusive conservation sector, creating opportunities for nature champions from all walks of life.


Central to our work is the simple act of caring. We care for our environment, for the intrinsic value of nature, for the relationships we nurture and the people we grow close to in our work: our colleagues, partners, supporters and the communities we serve. Connected as we all are to nature – whether we realise it or not – and the people around us, we have a duty of care, both to future generations, and to our only home, the natural world that sustains us.

In all our work, we strive to be:


Our programmes are based on robust science and rigorous research and analysis to understand where the need for conservation is greatest, but they are also rooted in the local knowledge, cultures, and contexts of the communities we work with. To amplify our impact, we promote collaboration and support existing and emerging networks and alliances, bridging between small, local initiatives and the wider conservation community, helping to bring stakeholders and funders together to empower the sector.


The complexity of the challenges we face calls for creative and imaginative responses. We innovate, constantly exploring new areas and spaces in which we can build support for a stronger movement in favour of biological and cultural diversity. We connect cultural champions, forward-thinking businesses and philanthropists to help address the challenges of conservation in the world’s most biodiverse but threatened regions. We collaborate with filmmakers and storytellers to harness the power of narrative to promote awareness and positive action, offering alternatives to the dangerous paradigms that facilitate environmental destruction.


Conservation does not take place in a vacuum. Recognising how nature, climate, and human health and wellbeing are intertwined means looking beyond the conservation sector to explore systemic solutions to the ecological crises we are living. We aspire to be part of a movement, understanding where the best opportunities for impact lie, and collaborating with others across sectors and disciplines to explore responses to tackle the systemic roots of the ecological crises we are facing.