Cartier, one of the world’s most esteemed Maisons in the luxury industry, joins The Lion’s Share Fund. The Fund is an initiative that brings together brands, conservationists, and consumers in taking effective action in addressing issues related to conservation efforts, biodiversity, and climate change.
The Lion’s Share Fund is led by the United Nations Development Programme (UNDP) and a coalition of businesses and UN partners. The Fund hopes to raise over $100 million per year inside the next five years to curb biodiversity loss and to protect habitats. Brands engaged in The Fund are requested to contribute 0.5% of their media allowance each time an animal features in their advertisements.
“Wildlife and biodiversity underpin the well-being, safety, and resilience of all societies. Yet, one million animal and plant species are at risk of extinction in the coming decades due to human activity. The COVID-19 crisis is a stark reminder that we ignore our disruption of nature at our peril. But the crisis showed the potential of humans to act collectively to address a shared global challenge. Leveraging the power of creativity and partnerships, The Lion’s Share idea is as fascinating as the far-reaching impact it will have. The revenue generated and the new audiences reached by this ambitious and unique initiative will make a real and lasting effect on the future of our planet and the animals we share it with,” says Achim Steiner, UNDP Administrator.
The wonder of nature has long been a source of inspiration for Cartier’s pursuit of timeless and creative pieces. “As citizens of the world, we believe it is our duty to protect its biodiversity and make an impact on wildlife conservation. This means enhancing Cartier’s support for innovative partnerships such as ‘The Lion’s Share Fund’ and joining forces to preserve the world’s natural heritage for future generations,” says Cyrille Vigneron, President and Chief Executive Officer, Cartier International.
The Lion’s Share Fund
An example of the impact The Fund has had on conservation efforts is seen in an effort launched in September 2018. The Fund has given assistance to the Niassa National Reserve in Mozambique to eliminate elephant poaching, by improving essential radio systems for law enforcement officers tasked with protecting wildlife.
The Fund has also co-financed the purchase of land for endangered orangutans, elephants and tigers in North Sumatra, Indonesia. Efforts are ongoing to establish an all-female team of forest rangers and forge the island’s first rhino sanctuary.
In Australia, following the devastation of bushfires seen in February, The Lion’s Share Fund offered two small grants to support wildlife conservation, including efforts to rehabilitate and treat injured wildlife throughout New South Wales and to protect the Kangaroo Island Dunnart from facing extinction.
In response to the pandemic, The Lion’s Share supports initiatives in communities reliant on wildlife-based tourism. According to the World Travel and Tourism Council, the wildlife tourism sector supported over 21.8million jobs in 2018. Many of these jobs persist in rural communities, adversely impacted by the global crisis.
Animals feature in 20 per cent of all global advertisements, and yet, animals seldom receive the support they deserve. The Lion’s Share offers brands the chance to take urgent and impactful action to play their part in protecting our green planet.
For more information, visit TheLionsShareFund.com.
