Nature Needs More Ltd
Nature Needs More Ltd is an Australian non-profit organisation and registered charity focused on addressing threats to biodiversity through systemic approaches to wildlife conservation. Incorporated as a public company, it holds registration with the Australian Charities and Not-for-profits Commission (ACNC)[2][4].

History and Mission
Established in 2017 as an evolution of the Breaking The Brand project—which targeted demand reduction for rhino horn in Vietnam—Nature Needs More expanded its scope to address both legal and illegal wildlife trade sectors[1][2]. The organisation advocates for modernising conservation strategies, emphasising that traditional methods are insufficient to counter the extinction crisis highlighted in the 2019 IPBES Report[2]. Its mission includes designing demand-reduction campaigns, influencing policy, and redirecting consumption patterns impacting endangered species[3].

Leadership
The organisation is led by CEO Lynn Johnson and directors Peter Lanius, David McPherson, and Cameron Murray[2]. Their work integrates cross-sector expertise, including behavioral change strategies and policy advocacy.

Operations
Nature Needs More operates through research-driven initiatives, lobbying efforts, and public education programs. It investigates trade dynamics, promotes sustainable alternatives to wildlife products, and collaborates with stakeholders to implement scalable conservation solutions[1][3]. The organisation’s approach emphasises systemic reform to reduce exploitation pressures on endangered flora and fauna.

Nota Bene
Nature Needs More Ltd is distinct from the similarly named "Nature Needs Half" coalition, which focuses on protecting 50% of global ecoregions by 2030[5].

[1] https://natureneedsmore.org [2] https://natureneedsmore.org/who-we-are/ [3] https://www.acnc.gov.au/charity/charities/f653cbac-3aaf-e811-a961-000d3ad24182 [4] https://theenvironmentalmovement.org/nature-needs-more/ [5] https://natureneedshalf.org