Panther chameleon Furcifer pardalis, Madagascar © WWF / Martina Lippuner

our conservation strategy the thinking behind what we do to protect biodiversity

Panther chameleon Furcifer pardalis, Madagascar © WWF / Martina Lippuner


the strategy behind our work

The goal that drives our current conservation strategy to 2020 is to "reduce the pressure of illegal and unsustainable trade on biodiversity, and enhance the benefits to wildlife conservation and human well-being that derive from trade at sustainable levels".

Our work focused on wildlife trade follows a variety of different approaches to achieve this goal, including working with national and international conventions, governments, enforcement agencies, private sector companies and consumers. 


James Compton, Wildlife TRAPS Project Lead

TRAFFIC’s reputation, credibility and influence are built on its development of carefully researched, reliable knowledge and its sound and impartial analysis of wildlife trade issues

James Compton, Wildlife TRAPS Project Lead

our conservation expertise

investigating and analysing

Wildlife trade trends, patterns, impacts and drivers to provide the leading knowledge base on trade in wild animals and plants.

Powdered rhino horn in Pretoria, South Africa – processing of rhino horn in Southern African countries is a recent development within the illicit trade in rhino horn


national and international policy

Informing, supporting and encouraging action by governments, independently and through international co-operation, to adopt, implement and enforce effective policies.

Sabri Zain, TRAFFIC's Director of Policy


private sector guidance

Providing information and encouragement to the private sector on effective approaches to ensure that sourcing of wildlife follows sustainability standards and best practices.

consumer choices

Developing insight into consumer purchasing motivation and guiding the design of effective interventions aimed to dissuade the purchasing of illicit wildlife goods and promote sustainable choices.

TRAFFIC's programme methodology

evidence to influence

We combine research and analysis to produce guidance on a wide range of wildlife trade issues, engaging through targeted communications, tools and training.


TRAFFIC’s research and investigations provide the critical evidence base for our work providing insights into emerging wildlife product flows, changes in trade channels, evolving modus operandi and new demand dynamics.


TRAFFIC’s analysis of trade information draws upon our experience and accumulated knowledge as well as a wide range of collaborations we have established with various specialists.


TRAFFIC’s guidance on remedial strategies is impartial, evidence-based and practical, highlighting time- tested interventions and drawing attention to new opportunities, encouraging experimentation and innovation.


TRAFFIC's proactive engagement with governments, businesses, civil society organisations and individuals aims to prompt and support specific actions that are unlikely to be implemented on the basis of providing guidance alone.

our two programmatic workstreams

Our conservation projects are organised around two priority workstreams, each focused on influencing governments, businesses and consumers to achieve positive, systemic change in the areas of CO-OPERATION, REGULATION, SOURCING and PURCHASING.

our programme framework

Our theory of change within wildlife trade is summarised in the programme framework below, demonstrating how our Evidence to Influence theory resonates throughout subsequent approaches and outcomes to deliver our 2020 objectives.

our theory in practice

Find out how our conservation strategy translates into national and international projects.

projects and approaches