Our Annual Report

In our 2024-2025 annual report you can read about some of the many breakthroughs and results we achieved during our latest financial year.

Read the full report

Read the summary

It was a year when we saw concerning backward steps from political and business leaders on their environmental commitments. But we’re so grateful that in the face of these and other huge challenges, you have supported us to help bring nature and the climate back from the brink.

You’ll see in our annual report that we achieved many breakthroughs. For example, we successfully made the case for businesses to consider their impact on nature in their plans to transition to net zero. And we successfully called for new UK legislation to protect forests, which will require companies to ensure they avoid products from illegally deforested land.

Our support resulted in a new national park being announced in Colombia to protect some of the world’s richest biodiversity. And we helped with work that’s led to Kenya announcing its black rhino population has more than doubled since the 1980s, to more than 1,000.

We also continued to encourage people to get involved and help nature. We joined more than 200 organisations and 60,000 supporters at the Restore Nature Now march, to show the UK public wants urgent action. And working with partners, we supported 20,000 people in nearly 250 grassroots community projects for nature.

As well as our many successes, you’ll find our full financial review and an outline of our new strategy to keep us on track to see signs of nature’s recovery by 2030.

Our achievements and performance

Stop deforestation

Strategic goal: Food production is the single biggest cause of deforestation. By 2027, we'll have helped slow deforestation and demonstrated solutions that can contribute to halting it by 2030.

2024-2025 targets:
- We’ll publish the Living Planet Report 2024 to build the case for action on climate and nature.
- We’ll work with governments and WWF regional and national offices to influence food systems and supply chain agreements at UN conferences on nature and climate.
- We’ll increase our work in support of WWF’s global ‘Amazon Push’, which urges collaboration to stop deforestation, illegal gold mining and mercury use and to conserve 80% of the Amazon by 2030.
- We’ll influence incentives for financial institutions to shift towards supply chains that are free from deforestation.
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Deliver a sustainable future in the UK

Strategic goal: By 2027, we’ll have ensured the UK’s largest businesses are delivering robust plans that support nature and the climate, and new legislation will compel our governments to keep their environmental promises.

2024-2025 targets:
- We’ll influence the UK government to mandate plans for the business transition to net zero that are also beneficial for nature recovery.
- We’ll influence the UK government to start applying the net zero test to policy and spending decisions and implementing a plan to reach net zero.
- We’ll generate parliamentary support for UK legislation that benefits people, climate and nature (a Living Planet Act) and equivalent policy and legislation in Scotland and Wales.
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Bring nature back from the brink

Strategic goal: By 2027, we’ll have ensured priority habitats and species are protected through conservation work that’s increasingly led by and benefiting Indigenous peoples and local communities.

2024-2025 targets:
- We’ll provide funding and support to our partners to strengthen conservation work in a range of critical landscapes and river basins, including in east Africa, the Himalayas and central India.
- We’ll influence the UK government and international stakeholders to adopt our priorities for the polar regions.
- We’ll secure funding to continue our longstanding work to increase populations of key species.
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Inspire public action for nature

Strategic goal: By 2027, our campaigns and programmes will encourage the UK public to care more about nature loss and climate change and take action to help achieve positive change.

2024-2025 target: We’ll launch a public engagement campaign to encourage people to take action for nature.

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Our highlights

A calendar of successes from the year under review.

© Andrew Parkinson

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Inspiring connection with nature

We launched Prescription for Nature, a campaign encouraging everyone to connect with nature and help restore it. Through it, we’ve already inspired more than 168,000 people to take action - walking, running or swimming in nature, using our school and business resources, and sharing their ‘daily dose of nature’ experiences.
A prescription for nature
© Andrew Parkinson / WWF-UK

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Restoring a rural haven

Our work with Yorkshire Wildlife Trust to restore Wild Ingleborough has planted 31,591 native trees and created 75 hectares of woodland in the past year. The landscape-scale project is powered by the knowledge and support of local people. During the year, volunteers gave more than 4,000 hours to grow saplings and plant 2,900 trees. This is helping to restore Ingleborough and creating a natural haven for wildlife and people.
© Callum Bennetts / Maverick Photo Agency / WWF-UK

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Returning oysters and seagrass

Our Restoration Forth project helped return native oysters and seagrass meadows to the Firth of Forth in Scotland, thanks to local community support. The project trained more than 500 volunteers in surveying, harvesting and planting seagrass seeds. It’s the first time in 100 years European flat oysters have been in the Firth of Forth. They will improve water quality and help prevent coastal erosion.
© Emmanuel Rondeau/WWF-UK

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Partnering to protect people and nature

We celebrated 15 years of support from players of People’s Postcode Lottery, who have raised more than £30 million. They’ve helped fund successes including boosting black rhino numbers in Kenya, our Walrus from Space project, and lion counts in Kenya and Tanzania.
We also joined forces with the British Red Cross to start restoring 900 hectares of mangroves and freshwater habitats in Kenya’s Lamu County.
People's Postcode Lottery
© Lewis Jefferies / WWF-UK

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Recovering seagrass in Wales

Together with partners in Seagrass Network Cymru, we launched the Seagrass Action Plan – the UK’s first nationwide strategic, long-term plan for seagrass recovery. Up to 92% of the UK’s seagrass meadows have been lost, but restoring them captures carbon, reduces coastal erosion and flooding and provides a habitat for countless marine species.
The Welsh government has backed the plan, committing £100,000 in extra funding to help vital seagrass habitats recover at sites from Holyhead to Pembrokeshire.
Planting hope
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Putting Arctic whales on the map

We’ve created the first-ever map of migration superhighways to help keep whales safe. Arctic whales need to migrate vast distances between their summer and winter habitats. ‘Blue corridors’ connect the entire ocean, across national waters and into the high seas.
But sea ice loss is resulting in more human activity in these remote waters, putting whales at risk of being struck by ships or disturbed by underwater noise. Our large-scale map highlights where important migration routes overlap with shipping lanes. This will help Arctic countries protect the vital routes.
Whale superhighways
© Callum Bennetts / Maverick Photo Agency / WWF-UK

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Flourishing Forth

Restoration Forth has continued to make waves, winning the Coasts and Waters category of the prestigious Nature of Scotland Awards. This year, through the project we returned a further 10,000 European flat oysters to the Firth of Forth. Alongside the oysters, we planted 64,000 more seagrass seeds, meaning we’ve now planted 210,000 seeds to restore vital seagrass meadows here.
Oysters and seagrass both help to clean the water and stabilise the seabed. We’re working with local communities and organisations to help this important area flourish for the future.
Restoration Forth
© WWF/ naturepl.com Inaki Relanzon WWF

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Tagging turtles in Fiji

We fitted critically endangered hawksbill turtles with satellite tags for the first time, at sites on three islands off the northern coast of Fiji.
We worked with a network of community turtle guardians who combine traditional knowledge of turtles with the training and skills needed to monitor their status and health. The new satellite tags will give us vital data to build a picture of the turtles’ migration routes and feeding areas so we can better protect them, their food and their habitats.
Tagging turtles
© Shutterstock / Ondrej Prosicky / WWF-Sweden

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Returning tigers to Central Asia

The return of tigers to the wild in central Asia came a step closer when two captive Amur tigers were moved from the Netherlands to Ile-Balkhash Nature Reserve in Kazakhstan.
Tigers have been extinct in Kazakhstan for more than 70 years, but WWF is supporting an ambitious project to bring them back. Working with local communities, the country’s government and others, WWF has helped to reintroduce prey and restore forests. If the pair breed successfully, their offspring should be released into the wild. The goal is about 50 wild tigers here by 2035.
Our work on tigers
© Gita Defoe

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Taking the planets pulse

We published our latest Living Planet Report, which revealed the average size of monitored wildlife populations has plummeted by 73% since 1970.
Our flagship publication warns that the world is dangerously close to irreversible tipping points such as the decline of the Amazon rainforest and melting polar ice sheets. However, we can still put the world on a path to reverse nature loss by 2030. The scientific evidence strengthened our call at UN summits on biodiversity and climate for leaders to implement their commitments with much greater urgency.
The Living Planet Report
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Learning from a new generation

We’re committed to supporting young people to use their vital voices for our world. This year we recruited two under-25s, Agno Kachappilly Shaiju and Aarushi Verma, to our Impact Committee – a diverse team of volunteers who help us shape and evaluate our science, communication and public engagement programmes.
Agno and Aarushi have great experience in conservation and sustainability. They’ll engage with young people including our Youth Ambassadors – so they’ll help us reflect the views of young people across the UK.
© WWF-UK

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Monitoring krill from space

We launched Krill from Space, a groundbreaking project, with the University of Strathclyde and British Antarctic Survey.
Krill are central to the Antarctic food chain, and transfer vast quantities of carbon to the seabed. But as temperatures rise and krill nurseries lose protective sea ice, their populations are shrinking and shifting. Krill from Space uses satellite and remote sensing data, and compares light patterns, to monitor changes and improve understanding about krill numbers and distribution. This information could help us advocate for more sustainable krill fisheries.
Krill from space

Financial review

Here’s a summary of our income and expenditure for the year ending 30 June 2024, along with equivalent figures for the previous year.

Read more detail in our full Financial Statements.

Pie chart of WWF-UKs income 2023-24. Membership and donations £39.5m, Corporate donations and income 18.2m, Legacies £16.4m, Charitable trusts £7.2m, Aid agencies and Government grants £4.3m, WWF Network and other charities £2.2m, Investment income £1.5m, Gifts in kind £0.9m, Lottery promotions £0.9m, Other £0.9m, Total £92.5m.

Pie chart of WWF-UKs expenditure 2023-24. Charitable activities £70.8m, Cost of raising funds £24.6m, Other £0.0m, Total £95.4m.

Messages from our Chief Executive and Chair

“WWF is in the best possible shape to achieve the impact we need in our urgent, renewed mission to bring our world back to life.” - Dave Lewis, chair

“The indomitable spirit I see every day – from volunteers, partners, supporters and staff – gives me hope that while humanity may cause the problems, we can also be the solution.” - Tanya Steele, chief executive

Read our messages

Strategy and priorities