Through Forests Forward, WWF’s flagship programme for corporate leadership on forests, WWF projects financed by private sector partners are helping conserve a total forest area of 1.3 million hectares in some of the world’s most vital and vulnerable landscapes through actions such as forest restoration. 
 
An additional 2.67 million hectares of tropical forest are benefiting from improved forest management measures implemented by forest management companies participating in Forests Forward. Responsible sourcing efforts being implemented by partner companies are also translating to additional hectares of improved forest management across the globe.
 
Companies participating in WWF’s Forests Forward programme have a considerable reliance on forests and the services and products they provide. They act upon voluntary ambitions related to:

Dr Kirsten Schuijt, Director General, WWF International, said: “WWF’s Forests Forward partners are demonstrating that the private sector can be a force for nature. Together, our innovative approaches and positive impacts are proving that conserving forests is not only beneficial for the planet, but also a wise and sustainable business strategy.”
 
Scaling action
WWF’s Forests Forward programme, launched in 2021, builds upon 30 years of collaboration and innovation with the private sector to develop market-based solutions to forest loss and degradation. The programme now has 26 participants, with three new companies (Epson, WEPA and Nike) joining in early 2025 – representing an expansion into Asia, Germany and other forest-risk commodities (including natural rubber), respectively.
 
With less than five years until 2030 deadlines for global goals on nature and climate, the Forests Forward Impact Reportemphasises how critical the private sector is in filling finance gaps. It also outlines how forests play an outsized role in addressing the triple crises of climate change, biodiversity loss and economic equality.
 
Mr. Le Viet Tam, Forest Programme Director, WWF-Viet Nam, said: "The Central Annamites Landscape is a biodiversity treasure and a vital source of life and livelihoods for millions of people. Protecting this landscape means preserving irreplaceable ecosystems and the services they provide, such as clean water, climate regulation, fertile soils, and natural protection against floods for people downstream. By partnering with the private sector, we can align economic growth with conservation goals, reducing deforestation, improving land-use practices, and promoting sustainable supply chains, therefore creating lasting impact. Together, we can shift business-as-usual toward nature-positive models."
 
Under Nature-based Solutions Origination Platform, WWF-Viet Nam has consistently supported forestry companies across the Central Viet Nam to translate Sustainable Forest Management Plans into tangible impact, ensuring alignment with national policies and international standards, aiming for genuine environmental and social responsibility. These efforts will reduce fragmentation, strengthen habitat connectivity, and enhance resilience to climate change. By 2035, more than 100,000 hectares of natural forest are expected to be under improved management, with at least 800 hectares restored, and an additional 30,000 hectares in progressing toward global certification.

Ulf Johansson, Global Raw Material Manager, Inter IKEA: “The whole forest industry must step up and share the wood they are using, where it is from and how the forest is managed. It is fundamental for sustainable development. For IKEA, it doesn’t end with our own supply chain. We are proud to have supported WWF's conservation efforts over 23 years in a total of 22 countries, including long-term support for critical landscape programmes and enabling innovative new approaches to improve forest management.”