Protect 30% of land & sea for nature by 2030
30x30 is the biggest conservation commitment the world has seen. With your help we’ll turn ambition into impact.
Five Extraordinary Years
For Nature
The UK is among nearly 200 countries that have committed to this goal.
It is known as 30x30.
“The ambition to secure 30% of our land and sea for nature’s recovery by 2030 offers us the bold vision needed to reverse wildlife decline and improve all our lives.”
— Sir David Attenborough
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This is nature’s moonshot.
And we're here to help us all deliver it.
Progress is being made, but now it needs to come out of the shadows.
We all play a vital role — as people, businesses, and landowners.
30x30 for the
Business Community
Mitigate impacts from extreme weather with nature-based solutions
Nationwide locations for volunteering driving staff & client engagement
Being on the right side of history through action for nature
RESILIENCE
GROUNDWORK
REPUTATION
It’s time to rethink how businesses can drive the movement to transform nature.
Ecosystem Partners
We bring together selected partners ensuring we have expert support to deliver our mission
Our story
2025 might seem an unlikely moment for extraordinary progress on nature - but here we are. We have government backing to protect 30% for nature, overwhelming public support for businesses that champion it, and brands actively seeking fresh ways to connect with their audiences.
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Businesses have had a hard time knowing how to engage and successfully seize these moments and this is why we exist. We're here to go beyond today’s small circle of nature-aligned brands and build a business community ready to take their next steps, with our guidance and support.
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The UK ranks among the most nature-depleted nations on Earth. But these islands were alive with lush wetlands of cranes and beavers, a mighty Atlantic rainforest ringing with songbirds, and our coastal waters tranquil and clear thanks in part to thriving oyster beds. 30x30 is our opportunity to be inspired and rewarded from every small action that takes us closer to achieving nature’s moonshot.
Nicky O’Malley,
CEO & cofounder
Former Head of Strategic Partnerships at the RSPB and founder of Nature’s Voice, with experience of establishing impactful conservation collaborations.
Elliot Coad,
COO & cofounder
Founder of Ecologi, which helped over 25,000 businesses take climate action through scalable digital solutions, and advisor to climate and nature startups.
Andreea Sapunaru,
CSO & cofounder
Former Head of Sustainability Strategy and Innovations at Unilever, with deep expertise in embedding environmental purpose into global brands.
Meet the 30x30 UK Advisory Board with expertise that includes Defra’s 30x30 lead, the UK’s leading biodiversity researchers, and Green Claims Code advisors.
