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.

image description image description

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 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

    image description
    The Lion's Share Fund partners with JCDecaux, the number one outdoor advertising company worldwide.

    JCDecaux, the number one outdoor advertising company worldwide, is to join The Lion’s Share Fund, a unique initiative raising much-needed funds to support wildlife conservation across the globe.

    Read more
    image description
    UNDP, FINCH, Mars, Nielsen, BBDO launch The Lion’s Share

    The UN Development Programme, FINCH and founding partner Mars, Incorporated today launched an innovative and unique initiative to support wildlife conservation and animal welfare across the globe.

    Read more
    image description
    UNDP announces The Lion's Share fund with founder FINCH and founding partner Mars to tackle crisis in wildlife conservation and animal welfare

    The UN Development Programme, FINCH and founding partner Mars, Incorporated today announced an initiative aimed at transforming the lives of animals across the world by asking advertisers to contribute a percentage of their media spend to conservation and animal welfare projects.

    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:

    Indirectly impacting people, prosperity and partnerships:

    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