What would you like to search for?

Our culture & people

We learn through doing.


As part of the ‘’panda family’’ we are committed, passionate and wanting to make a positive difference in the world – for people and the planet! We believe in a hopeful future. We lead by example. We tread lightly. Much like the unique paw print of the panda, each of us makes our mark on what we do, collectively and individually.

Our values

We bear witness to the accelerating decline of nature and our climate, with serious consequences for life on Earth, including our own.

Because people are part of nature and our fate is intertwined, WWF’s mission is to build a future in which people and nature thrive. As a science-based, nonpartisan, civil society organisation, we work to conserve and restore biodiversity, the web that supports all life on Earth; to reduce humanity’s environmental footprint; and to ensure the sustainable use of natural resources to support current and future generations. 

We celebrate and respect diversity in nature and among the people, partners, and communities with whom we work. Across the many cultures and individuals that represent WWF, we are unified by one mission, one brand, and one common set of values:

• Courage: We demonstrate courage through our actions, we work for change where it is needed, and we inspire people and institutions to tackle the greatest threats to nature and the future of the planet, which is our home.

• Integrity: We live the principles we call on others to meet. We act with integrity, accountability, and transparency, and we rely on facts and science to guide us and to ensure we learn and evolve.

• Respect: We honour the voices and knowledge of the people and communities that we serve, and we work to secure their rights to a sustainable future.

• Collaboration: We deliver impact at the scale of the challenges we face through the power of collective action and innovation.

• Inclusion: We strive to include the perspectives and interests of all stakeholders in shaping the way in which we work. We embrace diversity of culture, gender, race, opinion, skills and strengthen ourselves by drawing on it where and whenever we can.

If you feel we, as WWF, have failed in upholding our values in executing our duties, you may submit a concern via a confidential service – whether you are a WWF staff member or stakeholder, e.g. someone working with WWF or someone in a community where WWF works.

Did you know?

WWF’s vision is to build an equitable and sustainable future, in which both people and nature thrive.

Our leaders

Our team consists of passionate individuals who are experts in their fields.

Our supporters

With over six million people from all walks of life worldwide supporting WWF and the cause of people and the planet, we must grow this until everyone realises the intricate connection between us and nature.

We cannot do this alone, together we must invest in our shared future.

Join the movement

Join the WWF family and be part of the movement

© ReWild Photography / Alistair Daynes