The Conservation of Hope

Through The Lion’s Share, the corporate world can now make a contribution each time an animal appears in their ads, raising money for wildlife conservation, habitats, and animal welfare. A simple way to make a powerful difference.

Be involved

Earth is facing its sixth mass extinction: One million species could soon be wiped out. This is reversible. But it feels insurmountable. With optimism in short supply, it’s as if hope itself is endangered. That’s why there’s The Lion’s Share. A simple way to involve the biggest corporations. With your help, we can rewrite the future. Protect the animal kingdom. And give the world that glimmer of hope.

What is The Lion’s Share?

Sir David Attenborough introduces The Lion’s Share


  • To be successful in the long-term, companies need to take sustainability seriously. One, because supply chains depend on it. Two, because consumers will vote with their feet. And three, because companies are really just collections of individuals. As members of the human race, we need to start dealing with the challenges we face. But governments, companies or NGOs alone are not powerful enough to drive the kind of change that we need to see. The Lion’s Share is a simple easy way to take action in a way that motivates change and brings all of us together. Andy Pharoah

    Mars, Incorporated, Vice President of Corporate Affairs, Strategic Initiatives Sustainability

  • Each year, we lose 10,000 species to extinction – a staggering 1,000 times the natural rate. The Lion’s Share idea is as fascinating as the far-reaching impact it will have. The revenue generated from this ambitious and innovative partnership will make a real and lasting effect on the future of our planet and the animals we share it with. Achim Steiner

    UNDP Administrator

  • Conservatism and consumerism rarely mix. The Lion’s Share is abundant with hope acting as the nexus between the two. It feels like compassion and imagination are sorely missing in the world, and The Lion’s Share is a great example of both working together. Rob Galluzzo

    FINCH Founder

  • Featured News

    Australian Made and The Lion’s Share Fund partner to mobilize business support for biodiversity

    The Australian Made Campaign, the organization that administers the famous Australian Made logo, today announced a strategic partnership with The Lion’s Share Fund, an initiative co-founded by the United Nations Development Programme (UNDP) to harness private sector support for biodiversity and nature conservation.

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    ICC joins The Lion’s Share Fund to harness private sector leadership to protect wildlife habitats

    The International Chamber of Commerce (ICC) will help advance the aims of The Lion’s Share Fund, an initiative co-founded by the United Nations Development Programme (UNDP), to encourage greater private sector investment in biodiversity conservation.

    Read More
    Cartier joins The Lion’s Share Fund to tackle global nature crisis

    Cartier, one of the world’s leading luxury brands, has joined The Lion’s Share Fund, an award-winning and groundbreaking initiative that unites brands, conservationists and consumers to tackle the crisis in nature, biodiversity and climate.

    Read More
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    Become part of the Sustainable Development Goals

    By partnering with The Lion’s Share, each company will also be helping to reach the SDGs by 2030.


    A core focus on impacting nature, wildlife and the planet:

    • Goal 13
    • Goal 14
    • Goal 15

    Jointly benefiting communities around the world:

    • Goal 1
    • Goal 2
    • Goal 3
    • Goal 6
    • Goal 8
    • Goal 16
    • Goal 17

    Be involved

    The Lion’s Share is changing the future of the advertising industry through one simple solution.

    Help us raise $100 million per year into conservation efforts by spreading the word and following @TheLionsShare on Instagram and @LionsShareFund on Twitter. Every new follow gives us power to influence brands to join and help protect the planet.

    Tag the brands you want to see join the initiative and lead the way towards a better planet.Simple. Powerful. Vital. 

    Whether you’re a brand, advertiser, or media, get in touch to learn more about how you can be part of the solution.

    Contact us at [email protected] .