The World Wildlife Fund (WWF) 2014 Living Planet Report found wildlife populations of vertebrate species—mammals, birds, reptiles, amphibians, and fish—have declined by 52 percent over the last 40 years. And the impacts will reach far beyond the potential cultural loss of iconic species like tigers, rhinos and whales. The wildlife needs to be protected for many reasons. It is a source of inspiration. It nurtures a sense of wonder. It is integral to the balance of nature.
The Solution Offered by World Wildlife Fund
From elephants and polar bears to the Amazon, your purchase will help World Wildlife Foundation to secure a future for animals, habitats and people on the planet we all share. WWF’s unique way of working combines global reach with a foundation in science, involves action at every level from local to global, and ensures the delivery of innovative solutions that meet the needs of both people and nature. Ultimately, by protecting species and their habitats, we can help this beautiful, vulnerable and utterly irreplaceable planet we call home.