Our Impact
Biodiversity is being lost at an accelerating rate, with global wildlife abundance declining by approximately 70% since the 70s. This rapid decline has intensified demands from consumers for greater transparency around how supply chains affect ecosystems and local communities.
Within this context, Wildlife Friendly occupies a critical intermediary role between conservation science and global markets. We certify small and medium enterprises (SMEs) that implement Wildlife Friendly practices, while also providing advisory support to help producers meet certification standards and improve performance over time.
By combining verification, capacity-building, and market recognition, Wildlife Friendly embeds ecological value into market systems where it is typically externalised, enabling biodiversity protection to be credibly recognised, rewarded, and scaled through trade.
Our Impact in Numbers
48
Certified Enterprises
2.4m ha+
Land under wildlife friendly management
26
Countries globally
1.7m ha+
Forests protected
5
Sectors
100+
Key species protected
Our Extended Impact
UN Sustainable Development Goals
Wildlife Friendly® practices advance the SDGs by linking biodiversity conservation with resilient livelihoods. Through nature-positive land management, these restore soils, protect critical habitats, and support deforestation-free supply chains — contributing to SDG 15 (Life on Land) and global biodiversity targets. By ensuring fair market access, decent work, and inclusive participation for producers, they also advances SDG 8 (Decent Work and Economic Growth).
1% for the Planet
Wildlife Friendly® is a long-standing member of 1% for the Planet. Support from the 1% community helps advance nature-positive enterprises that protect wildlife habitats while strengthening local livelihoods. Through collaboration with responsible businesses, we continue scaling regenerative and Wildlife Friendly® practices across landscapes and supply chains.
Retail4Impact
We recognise the importance of clear, credible communication with customers across supply chains. Through Retail4Impact, supported by UNEP, Wildlife Friendly® helps strengthen accountability and transparency in sustainability claims, enabling more informed, conservation-aligned choices. During 2025, we affirmed our commitment to the initiative, with a particular focus on the food and fashion sectors.
How Certified Wildlife Friendly® Meets the Expectations of the
EU Green Claims Framework
From 27 September 2026, new European Union legislation will strengthen the requirements for environmental claims made to consumers. Certification marks and sustainability labels will be expected to demonstrate robust governance, independent verification, transparency, and clear substantiation.
Wildlife Friendly® has reviewed the requirements of the EU Green Claims framework and is updating its governance and claims procedures to ensure that Certified Wildlife Friendly® continues to operate as a certification-based claim within consumer-facing markets. When used in consumer-facing communications, the Wildlife Friendly® and Certified Wildlife Friendly® marks will continue to be governed through certification, verification, and claims controls that are consistent with the expectations of the new EU framework.
The Certified Wildlife Friendly® certification system already incorporates many of the governance elements expected under the new EU framework, including publicly available standards, independent verification, Certification Committee oversight, chain-of-custody controls, and claims governance. The forthcoming updates will further strengthen the clarity and consistency of how the mark is used within the European market.
Ahead of September 2026, Wildlife Friendly® will update its label use rules, licensing agreements, and partner guidance to ensure that the mark continues to provide trusted assurance that products have been independently assessed against publicly available standards for wildlife conservation, habitat stewardship, and responsible production.
Our Procedure
Certified Wildlife Friendly® is not simply a trademark. It is the visible outcome of an independent certification process.
For Wildlife Friendly®, credible environmental claims are not simply about regulatory compliance; they are about ensuring that products carrying the mark genuinely contribute to wildlife conservation, habitat stewardship, and the communities that live alongside and care for these landscapes.
The Certified Wildlife Friendly® mark is supported by a certification architecture that includes:
Publicly available standards and species/product specific criteria
Application and self-assessment requirements covering species, habitat, production practices, risk mitigation and community engagement
Verification by competent external parties or expert reviewers
Certification Committee review and approval
Chain-of-custody registration where certified products are sold with a Wildlife Friendly® claim
Logo licensing, brand use controls and claims approval requirements
Recertification and monitoring processes
This structure aligns closely with the Directive’s expectations for credible sustainability labels through transparency, publicly available criteria, independent verification, ongoing monitoring, and fair access for traders that are willing and able to comply.
Packaging Requirements for the EU
For products marketed in the European Union, the words "Certified Wildlife Friendly®"
shall always accompany the certification seal or certification claim.
Wherever reasonably practicable, packaging shall also include one of the following: (i) the Wildlife Friendly® website, (ii) a brief explanatory statement describing the certification, or (iii) a QR code linking directly to an explanation of the certification explanation.