Five Extraordinary Years
For Nature
The UK is amongst nearly 200 other countries that have committed to protecting 30% of land and sea for nature, by 2030.
This is known as 30x30.
Economic times are hard and businesses are looking for new ways to connect with their audiences.
And new research shows the public strongly supports businesses who get behind 30x30.
We may not need to find new money to achieve this, by diverting just 1.5% of the UK business’ marketing budget.
This is nature’s moonshot.
And we're here to help you deliver it
Get started.
Is your company just getting started with nature? Or is it already a force for good?
We have two membership tiers to support everyone.
For most businesses that have an acorn of ambition about how they can one day be aligned with nature. Pathway is about fostering engagement that leads to ever greater circles of impact.
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Simple, highly credible and wonderfully engaging journey through five carefully curated stages.
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Create a strong attachment to restoration through team volunteering events.
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Inspire your team with our flagship quarterly seasonal webinars led by our expert speakers.
Pricing is pay-what-you-can from £20/mth upwards for SMEs, for Enterprise please get in touch. All funds used to support our non-profit.
Pathway Member
Pathway Member
For businesses that are taking significant nature-aligned action and are actively funding the 30x30 goal. Gain recognition for your impact and operational achievements, independently verified.
Comms support
Confidently share the impact you make with our expert advice.
Reporting
Bespoke annual impact report compatible with major standards.
Priority volunteering
Memorable volunteer rewilding days with your team and clients.
Audited impact
Annual review of evidence and published to the public registry.
Certified Member
To become a Certified Member, your business must satisfy three core requirements (funding 30x30 must be in addition to and never a substitute for reducing environmental harm; meet a minimum threshold for 30x30 funding; be approved by our Integrity Committee), and evidence at least three accepted environmental leadership actions, as outlined in the full criteria.
Project spotlight
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.
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 spark a movement of companies ready to take their next steps, with our guidance and support.
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,
cofounding director
Former Head of Strategic Partnerships at the RSPB and founder of Nature’s Voice, with experience of establishing impactful conservation collaborations.
Elliot Coad,
cofounding director
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,
cofounding director
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 30by30 lead, the UK’s leading biodiversity researchers, and Green Claims Code advisors.
Ecosystem Partners
Our selected partners help our enterprise members deliver tailored opportunities for the 30x30 goal in the UK.
FAQS
Is there enough space in the UK for these projects?
Yes. Only about 3% of Britain is currently in strictly protected nature reserves, yet low-productivity farmland, disused quarry land, road verges, urban greenspace and large estates offer a huge combined restoration potential. 30×30 doesn’t mean ring-fencing one giant wilderness; it uses a mosaic of sites - national parks, local nature reserves, community woodlands, restored peatlands and even corporate campuses - to add up to the 30% target without squeezing food production or housing. Further clarity will be shared on the publication of the England’s first Land Use Framework.
How do we avoid helping companies greenwash?
By clearly partitioning two separate memberships: "Pathway" is for for those who are at working towards nature alignment, and "Certified", for those can evidence environmental leadership and having met a minimum threshold for funding 30x30 projects. See the full business eligibility criteria.
What are the sources used on this page?
1) The UK public would strongly support businesses that back 30x30
Third-party research carried out by Savanta in March 2025, asked 2,228 UK adults responded that they supported businesses that target the 30x30 goal, with more than double the support of net-zero by 2050. [awaiting Savanta to publish on their platform]
2) 1.5% of UK business marketing budget could pay for this:
£46b spent by UK businesses on marketing and advertising in 2024 [source]
In the Environmental Improvement Plan 2023, Defra set a goal to raise £500m per year of private finance for nature recovery from 2027, rising to £1b per year by 2030. [source]. An updated Environmental Improvement Plan is expected later in 2025.
Exact figures are unlikely to exist due to differences in UK-wide and England specific reporting.
The purpose is to show that that this goal could be supported by leveraging existing private sector spending.
3) Almost 200 countries including the UK commit to delivering 30x30 [source]
4) The UK among the most nature depleted [source]
What counts towards 30x30 in the UK?
In England on land, just 7.1% is currently counting towards 30x30, this is largely Special Sites of Scientific Interest, with other projects set to be counted against the criteria later this year. Wales, Scotland and Northern Ireland each take their own approach to 30by30. 30x30 UK is asking all these devolved nations to publish their criteria. See Defra’s published criteria.
