Natural capital is everywhere. It’s the fresh air we breathe, the clean water we drink, the beautiful coral reefs we visit that protect coastal communities from storms and support fisheries around the world.
Some of these benefits that our lands, waters and biodiversity provide are not fully appreciated, often because they don’t have a price tag like products in a store. Yet without them our well-being, even our survival, would be threatened.
Through the Natural Capital Project—where WWF is a founding partner—we seek to improve the state of human wellbeing by motivating greater and more cost-effective investments in natural capital. Valuing nature helps ensure that the benefits people enjoy today will be available to support their health and livelihoods well into the future.