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
Wildlife Friendly® believes that environmental claims should be supported by transparent standards, independent verification and credible governance. The evolving European regulatory framework reinforces principles that have long underpinned the Certified Wildlife Friendly® certification program.
From 27 September 2026, new European Union legislation will strengthen the requirements for environmental claims made to consumers. Wildlife Friendly® welcomes this development as an important step towards improving transparency, reducing greenwashing, and strengthening confidence in credible certification schemes.
Wildlife Friendly® has reviewed the requirements of the evolving European framework and is updating its governance, certification, and claims procedures to align with these expectations and to support the continued use of Certified Wildlife Friendly® as a robust certification-based claim within consumer-facing markets.
Whenever used in consumer-facing communications, the Wildlife Friendly® and Certified Wildlife Friendly® marks will continue to be governed through independent certification, verification, transparent standards, and claims controls designed to provide credible assurance for buyers, brands, retailers, and consumers.
The Certified Wildlife Friendly® certification system already incorporates many of the governance elements reflected in the European framework, including publicly available standards, independent verification, Certification Committee oversight, chain-of-custody controls, and claims governance. Wildlife Friendly® will continue to strengthen these systems through periodic review of its policies, licensing agreements, brand guidance, and certification procedures.
Certified Wildlife Friendly® is not simply a trademark. It is the visible outcome of an independent certification process.
Wildlife Friendly® believes that consumer confidence depends not simply on environmental claims, but on the integrity of the systems that underpin those claims. Certification must be transparent, independently verified, consistently governed and subject to ongoing oversight.
Our Certification System
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.
Every Certified Wildlife Friendly® claim is supported by a certification system that includes:
· publicly available standards together with species-, product-, or sector-specific criteria, where applicable;
· application and self-assessment requirements covering habitat stewardship, wildlife conservation, production practices, risk mitigation, and community engagement;
· independent verification by qualified external experts;
· Certification Committee review, analysis, and assessment prior to any certification decisions;
· chain-of-custody registration where certified products are marketed with a Certified Wildlife Friendly® claim;
· logo licensing, brand use controls, and approval of consumer-facing claims; and
· recertification and ongoing monitoring.
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 governance structure aligns closely with the principles reflected in the European framework by providing transparent criteria, independent verification, ongoing oversight, and fair access to certification for enterprises willing and able to comply with the Wildlife Friendly® Standards.
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 should 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 information explaining the certification program.
Looking Ahead
Wildlife Friendly® will continue to review its certification program in light of evolving regulatory expectations and international best practice. Our objective is not merely regulatory compliance, but maintaining a certification system that provides credible, transparent and independently verified assurance that certified production contributes to wildlife conservation, habitat stewardship and responsible production.
Future Supporting Guidance
Wildlife Friendly® will publish a companion Frequently Asked Questions (FAQ) document to assist certified enterprises, brand partners and retailers in applying these requirements consistently.