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WWF works to sustain the natural world for the benefit of people and wildlife, collaborating with partners from local to global levels in nearly 100 countries.
A global “eco-wakening” is underway. That’s the headline of a WWF-commissioned analysis of online searches and social media conversations released in May. Researchers at The Economist Intelligence Unit examined data from 54 countries covering 80% of the world’s population and found a striking rise in Twitter posts, Google searches, and media reports related to biodiversity and nature loss over the period 2016–20. Google searches alone increased by 16%.
That online engagement appears to be driving real-world action: Since 2016, more than 159 million people have signed online petitions supporting biodiversity campaigns, and numerous governments have proposed more forceful policies to protect nature. Concern for nature has measurably shifted consumer behavior, too. Researchers found a 71% increase in searches for sustainable goods, with the rise especially marked in developed nations.
Companies are responding: Among manufacturers of natural pharmaceuticals and cosmetics, the number of companies committed to practices that protect biodiversity grew 45%. And in the fashion sector, 65% of businesses surveyed have committed to sourcing sustainably produced raw materials.
Increasing rates of environmental awareness and engagement are especially evident in emerging markets. Tweets related to biodiversity and nature loss increased globally 65% from 2016 to 2020, but in India they soared 550%.