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: 100,000 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

    UNDP, FINCH, Mars, Nielsen, BBDO, The Economist Group and JCDecaux celebrate first anniversary of The Lion’s Share as insurance giant IAG joins innovative fund to support animals and conservation

    The United Nations Development Programme (UNDP), founders FINCH and founding partner Mars, Incorporated today celebrated the first year of The Lion’s Share, an innovative and unique initiative to support wildlife conservation and animal welfare across the globe. ollowing a first-anniversary event held earlier this week at this year’s General Assembly, The Lion’s Share announced its latest partner, Sydney-based insurance giant IAG.

    Read More
    The Lion's Share Fund wins Grand Prix at Cannes Festival

    The Lion’s Share Fund, a unique initiative which asks advertisers to contribute much-needed funds to support wildlife conservation and animal welfare across the globe, has won a Grand Prix at this year’s Cannes Lions Festival of Creativity.

    Read More
    At Cannes, The Lion’s Share Fund issues audacious challenge to give your #LIONFORLIONS

    The Lion’s Share Fund, a unique initiative which raises much-needed funds to support wildlife conservation and animal welfare across the globe, is taking the fight to preserve the future of biodiversity and wildlife online. At Cannes, the Fund is making an audacious ask to individuals, creative teams and brands to pledge their support by dedicating their Cannes Lion using the hashtag #LionforLions.

    Read More
    View All

    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.


    Directly impacting nature, wildlife and the planet:

    • Goal 13
    • Goal 14
    • Goal 15

    Indirectly impacting people, prosperity and partnerships:

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

    Be involved

    Whether you’re a brand, advertiser, or concerned consumer, get in touch to learn more about how you can be involved.

    Contact us at [email protected]