New Campaign will Inspire Business to Value Nature

The European Commission has provided over €2 million over the next three years to support a new collaborative campaign, We Value Nature.

The campaign has been launched during natural capital week in Paris by: The Institute of Chartered Accountants in England and Wales (ICAEW), World Business Council for Sustainable Development (WBCSD), The International Union for Conservation of Nature (IUCN) and Oppla.

All businesses depend on and impact natural capital. Through understanding and considering the risks and opportunities created by nature, businesses can make better decisions that benefit themselves, society and the planet as a whole.

Many businesses already value nature through approaches such as: Natural Capital Assessment, Natural Capital Accounting, Nature Based Solutions, green infrastructure and related ecosystem-based solutions. We Value Nature seeks to change business perceptions and make valuing nature the new normal for businesses across Europe.
"We Value Nature ambitions to be a movement leveraging on all existing networks and coalitions overcoming the current barriers leading to a wider uptake by business to value nature and integrate this in their decision making. IUCN is proud to accompany and facilitate this effort in partnership with many others" said Gerard Bos, Director Business and Biodiversity at IUCN.

We Value Nature will encourage businesses to embed the value of nature into their decision making and adopt the Natural Capital Protocol, the internationally standardised framework for the identification, measurement and valuation of natural capital impacts and dependencies to inform private sector decision making.

We Value Nature will work with the Natural Capital Coalition to ensure that leading organisations, practitioners, academics and experts avoid the duplication of activities, benefit from one another’s best practice, plug knowledge gaps, share data and IP where possible, and work collaboratively to achieve a shared vision.

We Value Nature has launched an initial website at

Interested parties can register and complete a survey, which will help shape the direction of the project by mapping existing stakeholders and activities.

Source: Press Release IUCN, 26.11.2018

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