WWF at 50: A golden anniversary?
As WWF marks half a century of conservation work, it faces growing criticism that it is losing sight of its founding principles
If you are an NGO trying to change corporate behaviour, is it better to partner with business, leading managers by increments to better practice, or is it more effective to confront companies through direct action, media blitzes, and public appeals?
Most NGOs say it is necessary to do both – and that both can be effective. But it is also true that an individual NGO will tend to do more of one than the other, reflecting its beliefs, history, and positioning.
Greenpeace, for example, is known for its confrontational approach, epitomised by its escapades at sea. WWF – celebrating its 50th anniversary this year – is, meanwhile, more “white shoe”: business-friendly, solutions-oriented, consensual.
WWF’s view is that NGOs have to collaborate with companies if they are serious about changing them. “We’re only going to arrive at sustainable solutions if we work with some of the most powerful entities on the planet,” says...
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