© Shutterstock wo business colleagues discussing business matters.


Our cooperation with partners is based on a common understanding of issues and a shared ambition to work together for change.

Advancing Conservation Through Partnerships

WWF seeks to work with companies that have the greatest potential to reduce the most pressing threats to the diversity of life on Earth, and together we find solutions to conservation challenges such as freshwater health, climate change and nature loss. For example, in the early 2000s, WWF helped transform Canada’s forestry industry by engaging corporate supply chains and fostering demand for sustainably sourced wood and paper. WWF also worked with the fishing industry and Canadian retailers to encourage a transition to sustainable seafood, using market influence to drive the supply and demand of more responsible seafood products. More recently, WWF is bringing together corporate partners and local conservation efforts to improve Canada’s freshwater health and create a future where people and nature thrive.

© Frank PARHIZGAR / WWF-Canada Forest and lake

Why does WWF-Canada Work with Business?

By working with business, we can change behaviour and drive conservation results that would not be possible otherwise. We aim to:

  1. Support the equitable sharing of natural resources.
  2. Secure financial support to advance conservation and sustainable ecosystem management.
  3. Raise awareness of the need to consume more wisely.
  4. Protect some of the most ecologically important places in Canada and around the world.
  5. Engage jointly on public policy.

How We Work with Business

Our cooperation with partners is based on a common understanding of issues, shared ambitions or activities, and a willingness to speak out in public. In general, we distinguish four types of partnerships with companies:

© Shutterstock recycling

Driving Sustainable Business Practices

We work with businesses to deliver direct conservation impacts for the places, species, and issues we care about by changing practices throughout a company’s operations and value chain.

© Antonella Lombardi woman speaking at event

Communications and Awareness Raising

WWF-Canada partners with businesses to raise awareness of key environmental issues and mobilize consumer action. These partnerships can include cause-marketing campaigns, product licensing and event and program sponsorship.

©J.D. / Taylor_WWF-Canada Monarch butterfly (Danaus plexippus) on a yellow flower, Canada

Philanthropic Relationships

Companies can provide funding to help support WWF-Canada’s conservation work through philanthropic giving. Whether funding an initiative related to their core business or an issue the company and its employees find meaningful, philanthropic relationships help support lasting conservation solutions.

© Shutterstock Employee engagement

Employee Engagement

Engaging employees is integral as workplaces look for more sustainable ways to do business, and increasingly employees are looking for meaningful ways to make a positive environmental impact at work, too. WWF-Canada’s Living Planet @ Work program provides strategic guidance, resources and support to employees to run workplace sustainability campaigns, change business practices, take hands-on action for nature and raise funds for conservation.

This innovative program provides the strategic guidance, resources, and support to rally employees around more sustainable ways of doing business, to activate WWF campaigns, and to volunteer and fundraise for WWF’s critical conservation priorities.

WWF Guiding Principles of Engagement

WWF is one of the world’s largest and most influential environmental NGOs. WWF is ambitious and sets high standards for itself and its partners. Our work with business is based upon the following Guiding Principles:

Strategic icon

1. Transparency

The relationship is predicated on trust and transparency. WWF aims to communicate publicly on the contribution of its corporate partnerships to its conservation mission.

Collaborative icon.

2. Partnership of Equals

Our engagements are based on the equality of partners. Each partner retains independence within a partnership of equals. Both parties retain the right to disagree publicly.

Resilient icon

3. Resources

Sufficient resources are planned and budgeted into the relationship budget to allow for delivery of the partnership commitments and objectives, and recognition of the communications value of the WWF brand and logo.

4. Exclusivity

Is not granted by WWF to the Partner or by the Partner to WWF. There is no exclusivity on conservation.

telephone icon

5. Communication

Principles and rights of communication are clearly defined at the outset and managed throughout the relationship.

7. Endorsement

No certification or product endorsement: A partnership does not provide any blanket endorsement, either explicit or implied, to a company and/or its products.

Our Corporate Partners

Botanica Logo
Bullfrog logo
H&M logo
Loblaw Companies Logo
Lowes Logo
Maple Leaf Foods logo
Microsoft logo
Nissan logo
Proctor and Gamble logo
telephone icon

Contact Us about Corporate Partnership Opportunities

Kathrin Majic

Director, Corporate Partnerships

Corporate Partnership Reports

2022 Report

2021 Report

2020 Report

2019 Report

2018 Report