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

Led by the United Nations Development Programme (UNDP) and a coalition of businesses and UN partners, the innovative Fund aims to raise over $100 million per year within the next five years to halt biodiversity loss and protect habitats by asking brands to contribute 0.5% of their media spend every time an animal is featured in their advertisements.

Achim Steiner, UNDP Administrator, said: “Wildlife and biodiversity underpin the well-being, safety, and resilience of all societies. Yet, one million animal and plant species are at risk of extinction in the coming decades due to human activity. The COVID-19 crisis is a stark reminder that we ignore our disruption of nature at our peril. But the crisis showed the potential of humans to act collectively to address a shared global challenge. Leveraging the power of creativity and partnerships, The Lion’s Share idea is as fascinating as the far-reaching impact it will have. The revenue generated and the new audiences reached by this ambitious and unique initiative will make a real and lasting effect on the future of our planet and the animals we share it with."

"The beauty of the natural world has always been a source of inspiration and creativity for Cartier’s timeless pieces,” said Cyrille Vigneron, President and Chief Executive Officer, Cartier International. “As citizens of the world, we believe it is our duty to protect its biodiversity and make an impact on wildlife conservation. This means enhancing Cartier’s support for innovative partnerships such as ‘The Lion’s Share Fund’ and joining forces to preserve the world’s natural heritage for future generations.”