30/04/2026
Think about the passion we bring to sport.
The rivalries. The stats. The scoreboards. The way we track every play, every gain, every moment that matters.
Now ask yourself, why don’t we bring that same energy to nature?
Today, we’re launching Accounting for Nature’s new campaign: Know the Score.
Because while we obsess over performance in sport, nature, the system that underpins our economy, our wellbeing, and our future, has largely gone unscored.
For too long, we’ve accepted the idea that nature is too complex to measure.
That changes now.
💡 From idea to global standard
Built on over a decade of development and foundational work of the Wentworth Group of Concerned Scientists, the Accounting for Nature® Framework has been operationalised into a globally applied certification standard, answering a question many once thought too hard:
Can you measure the state of nature in a way that is consistent, credible, and comparable?
The answer is now clear.
Today, the Framework has been applied across nearly 10 million hectares, spanning vegetation, soil, fauna, and ecosystem functions, with independent verification to ensure results you can trust.
That’s the equivalent of around 14 million rugby fields of nature being measured, tracked, and scored.
This isn’t theory. It’s proven, at scale.
At Accounting for Nature, we’ve built a science-backed, independently verified way to measure and track the state of nature over time, through Environmental Accounts and the Econd®, creating a clear, credible scoreboard for nature.
In sport, measurement drives performance, investment, and accountability.
We believe nature deserves the same.
Because if you can’t measure it, you can’t manage it, and you can’t invest in it with confidence.
To bring this campaign to life, we’ve thoughtfully used AI as a creative tool, not as a replacement for reality, but as a way to amplify the message. AI has helped us visualise a world where nature is tracked, scored, and understood with the same clarity as sport.
But the intent is clear: we don’t want a future where nature is only experienced through technology. We want a future where better measurement leads to better decisions and real-world outcomes for nature.
This is about shifting nature from something we talk about to something we can measure, manage, and improve.
It’s time to bring the same passion, precision, and performance mindset from sport…
…to the natural world.
Will you change the game for nature?
Know the score. Make nature count.
🔗 https://bit.ly/4mXeOhQ