WWF Annual Review 2021 - 43

BEHAVIOURAL SCIENCE SUPPORTS
ACTIONS AGAINST IVORY
Driving down demand for ivory is critical
to ending the poaching of elephants - and
our work in this area is paying off in China,
the world's largest ivory market. Demand in
China is now at its lowest level since sales were
banned in 2017, according to our fourth annual
consumer survey. The proportion of people
saying they intend to buy ivory in the future has
more than halved, and the number admitting
to buying ivory over the past year has also
fallen to a record low. This success is in part
down to the use of targeted behaviour change
strategies informed by behavioural science.
To support the use of more effective behaviour
change interventions in conservation, we
developed a new three-step framework called
Save Nature Please. The practical three-step
process will help WWF and other conservation
organizations to apply insights from behavioural
science in campaigns, communications and
engagement strategies.
PREVENTING PLASTIC POLLUTION
We produced a report outlining the business
case for a treaty to end plastic pollution,
in partnership with the Ellen MacArthur
Foundation and Boston Consulting Group.
Based on this and following engagement
with businesses, 89 companies and financial
institutions signed a business call for a
plastic pollution treaty.
SCIENCE-BASED TARGETS
Following in the footsteps of the Science-Based
Targets initiative's work on corporate climate
action, we've been helping to develop sciencebased
targets for nature. We've been actively
engaging with companies on the concept, as well
as running pilot projects to test methodologies
for setting targets.
BUSINESS FOR NATURE
We worked with Business for Nature - a global
coalition of businesses and conservation
organizations - to develop its position paper
ahead of the UN Convention on Biological
Diversity COP15 summit. The paper includes
nine specific amendments to strengthen
the proposed post-2020 Global
Biodiversity Framework.
WATCH GLOBAL MARKETS
PRACTICE LEADER CRISTIANNE CLOSE
DISCUSS OUR MARKETS WORK
IN 2021
Making cacao production
more sustainable through
agroforestry is a critical part of
efforts to tackle deforestation.
43
© Sebastian Castañeda / WWF-Peru

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WWF Annual Review 2021

Table of Contents for the Digital Edition of WWF Annual Review 2021