Traditional economies rely on "consumption-driven growth", an approach which modern phenomena like natural resource depletion and climate change have shown to be unsustainable. WWF's Trade and Investment Programme (TIP) seeks to promote the objectives of sustainable development and environmental awareness as guiding principles in the development of trade, investment and industrial policies, rather than just economic growth.

Through TIP, WWF interacts with role players in both the public and private sectors to produce solutions and approaches to economic activity and its regulation which serve to both alleviate poverty and conserve the environment.

Four major aims of TIP are to promote sustainability in:
· investment
· production
· consumption
· trade governance