Over time, our work has evolved from protecting particular wildlife species and habitats to protecting life on Earth – including our own. Today, our work is about life, because everything we do is about securing the future of healthy, thriving ecosystems. And living, because the choices we make will decide that future—for us and for all species.
Our guiding principles are what drives WWF's work in Canada and around the globe to create lasting results. Click on the wedges of the circle to learn more about each guiding principle.
We believe good science is the foundation for sound conservation practice and policy
We aim to be at the forefront of thoughtful and pragmatic approaches to tough conservation problems, dare to take risks, try new ideas, and challenge our own and others’ thinking.
We extend our reach and magnify our impact by working with key players in all sectors, including governments, businesses, other non-profits, and academic institutions to solve conservation challenges.
Each project we undertake in Canada draws on – and contributes to – the combined expertise of our international network.
We design our conservation initiatives to be workable, robust, adaptive, and resilient to changing circumstances.
Everything WWF does is grounded in science. We use the best available data and sophisticated modelling tools to understand ecological connections, identify pressing issues and develop effective conservation strategies.