About Nature Needs More

Nature Needs More works on tackling the key systemic enablers of the illegal wildlife trade, including consumer demand for wildlife products and the deficiencies in the legal trade system under CITES.

We pioneered demand reduction campaigns for rhino horn based on the insights of behavioural science, anti-smoking campaigns and road safety campaigns. However, our observations and analysis of the complete supply chain highlighted that demand reduction is only one of several factors that need to work in unison to collapse the illegal wildlife trade. On the demand side, the final stage is to redirect the desire to consume endangered species to other ways of gaining status.

Additionally, we don’t believe the illegal trade can be tackled without dealing with the deficiencies of the legal trade system, which includes properly resourcing the system that facilitates and monitors the legal trade. In the last 12 months we have worked extensively to understand how CITES needs to be modernised and resourced to close the loopholes in the legal wildlife trade system which are exploited by the illegal trade. This work has led us to propose changes to the CITES convention including the transition to a reverse-listing model, an import levy to be applied to the legal trade which as a first step can cover the cost of implementing a traceable, transparent and secure trade and monitoring system.

Companies benefiting from the legal trade in endangered species need to address the destructive pseudo-luxury market, which drives the desire for endangered species. Nature Needs More suggests the first step is to ensure wildlife is factored in to the evolving sustainable (luxury) fashion strategy; currently it is not.

We encourage alternative solutions be tested to tackle the supply side issues, for example how to support communities bordering key wildlife populations when the sustainable use model is not a valid approach. Nature Needs More has developed a basic income linked to conservation model for this purpose and we have designed a pilot project for which we are currently seeking funding.

Tackling the Illegal Wildlife Trade

In order to successfully tackle the rampant illegal wildlife trade, all aspects of the trade system need to be challenged.

This means tackling supply side issues such as poverty and the sustainable use model, tackling the desire and demand for legal and illegal wildlife products and tackling the systemic faults and loopholes in the legal trade system under CITES.

Demand Reduction

In the first instance, it must be understood that demand reduction is not the same as awareness-raising or education. Demand reduction campaigns need to he highly targeted and in a currency that resonates with the group whose behaviour needs to change. Find out more.

Redirecting Desire 

Redirecting desire is the final stage of demand reduction. To ensure that desire is redirected away from consumption Nature Needs More has been researching the historical concept of Magnificence and gaining status from contribution to the natural world. Find out more.

Legal Trade In Species  

Nature Needs More believes it is impossible to decisively tackle the illegal trade until the legal trade in species is regulated effectively. And, industries that drive desire, e.g. luxury fashion, need to be more conscious of their impact on wildlife. Find out why.

Basic Income Linked To Conservation 

Nature Needs More recommends a Basic Income linked to conservation be tested. Stage 1 has been designed to disrupted poaching channels. Stage 2 is tiered basic income linked to the new 3Rs (Rehabilitation, Revegetation and Rewilding). Find out more.


Nature Needs More creates mainstream media and social media campaigns to drive change across a range of industry and consumer groups. These are primarily awareness raising campaign to consider wildlife in purchasing and sustainability decisions. Find out more.