What is 30x30?
30% of
land & sea
for nature by 2030
It is the UK’s biggest nature recovery movement, and it’s happening right on our doorstep. We are calling all purposeful businesses to join in and be part of the 30x30 movement that’s bringing hope and beauty back to our islands.
WHY SUPPORT 30X30?
1
Local impact you can see
Adopt a project, volunteer days for the team, or just make some noise for places that matter to you.
2
Action not pledges
This exciting goal is one that is close enough to ensure we are delivering results from Day 1.
3
Support with confidence
Each project is science-backed and follows the new government criteria for 30x30.
Be at the leading edge of a powerful and positive movement for transforming our islands back into one of beauty and resilience.
THE TEAM BEHIND 30X30 UK
Nicky O’Malley,
cofounding trustee
Nicky led world-changing collaborations at RSPB, is an impact entrepreneur and partnerships advisor.
Elliot Coad,
cofounding trustee
Elliot founded the UK’s largest platform for climate action, Ecologi, advises climate startups and rewilding non-profits.
Andreea Sapunaru,
trustee
Andreea is a regenerative business advisor, led sustainability strategy at Unilever, and is fellow at Regenintel and ZINC.
Gemma Butler,
advisor
Gemma is a leading authority on purposeful comms, with her book and podcast Can Marketing Save the Planet?
Bradford M. Willis,
advisor
Expert in systems change and regenerative finance at Amwell Street, senior associate at Columbia Center and advisor at UN.
OUR STORY
It was on the way back from a local nature reserve last year with Elliot’s family that it became day 1 for this campaign.
Our binoculars had not spotted much more than a few swans in two hours, with the bygone animals only to be reminded of in the gift shop.
You would hardly know the UK used to play host to dolphins in the Thames, macaque monkeys swinging between oak trees, herds of hippos in our vast wetlands. Even just 30 years ago it was a markedly richer picture.
Skip over the Channel and the story is different - diverse wildernesses thriving alongside bustling cities.
Yet, as the UK’s Butterfly Conservation recorded grave numbers in 2024, our government quietly set out a viable roadmap and framework for 30x30 - a goal that answers so many of our pressing issues, yet so widely unknown.
Nicky and Elliot have been crossing paths for years, and when they got on a call to ponder the 30x30 funding gap, a thought arose: Businesses are already investing £36 billion a year in ways to connect with people. What if just 1.5% was spent on purposeful campaigns that backed restoring nature on our doorsteps and filled the finance hole?
Our campaign is of course standing on the shoulders of giants. Decades in the making, the UK is finding a way to reverse the loss of nature. 30x30 UK aspires to be one of the final missing links in an ecosystem that’s ready to bloom.
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