Gucci, one of the world鈥檚 leading luxury fashion brands, has joined The Lion鈥檚 Share Fund, a unique initiative raising much-needed funds to tackle the crisis in nature, biodiversity and climate across the globe.听
Led by the United Nations Development Programme (UNDP) and a coalition of businesses and 缅北禁地partners, the Fund aims to raise over $100 million per year within the next five years for animal conservation, biodiversity and climate by asking brands to contribute 0.5% of their media spend every time an animal is featured in their advertisements.
Achim Steiner, UNDP Administrator, said: 鈥淭his听partnership with Gucci marks the continuing evolution of this听innovative听fund,听which听provides听a unique opportunity for听brands听across all industries to join forces and help preserve and protect biodiversity across听the globe. Wildlife populations are half the size they were just 50 years ago, and听their听habitats听and ecosystems are destroyed at an unprecedented rate听due to human activity. The Lion鈥檚 Share is an idea that is as innovative as it is simple 鈥� and it makes a real impact on wildlife conservation."
Marco Bizzarri, President and CEO of Gucci, said: 鈥淭he Lion鈥檚 Share Fund is an important听addition to our conservation strategy.听Nature and wildlife provide Gucci with inspired creation that is an integral part of our narrative through our collections and campaigns. With the increasing threats to the planet鈥檚 biodiversity, groundbreaking initiatives like The Lion鈥檚 Share Fund have the potential to be transformative by organically connecting the business community with direct action to听protect our natural habitats and most threatened species.鈥澨鼴izzarri continued听鈥淚n a similar way, since 2018, Gucci has been totally carbon neutral across our supply chain and we offset our remaining emissions every year through REDD+, which protects critical forests and biodiversity around the world.鈥�
Launched in September 2018, the Fund is already having an impact, providing a grant to improve critical radio systems for law enforcement officers protecting wildlife in Mozambique鈥檚 Niassa Nature Reserve and helping reduce the elephant poaching rate to zero, and providing a grant to help secure land for endangered orangutans, elephants and tigers in North Sumatra in Indonesia.
Animals appear in approximately 20 per cent of all advertisements in the world, yet despite this, animals do not always receive the support they deserve. The Lion鈥檚 Share gives brands the opportunity to take urgent and significant action and play their part in protecting our planet.
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