Investing in Nature is a Strategy, Not a Donation: Pronatura

Q: What is Pronatura México's core mission and how does it create tangible value for the environment and society?
A: Pronatura's mission is to conserve priority ecosystems in Mexico and Latin America. A key operational model that sets us apart is our collaboration with the private sector. Our premise is simple yet transformative: investing in nature is a strategic investment, not a donation.

We do not create one-size-fits-all solutions; instead, we align our objectives with private sector goals. Through alliances focused on water, climate change, and conservation, we move away from traditional NGO models that rely on donors. To meet global goals, such as limiting the temperature increase to 1.5°C, mobilizing private investment is essential. We have seen significant success with this approach. Investing in nature strengthens communities, which, in turn, creates resilience for companies' value chains and operations.

Q: How have environmental challenges evolved over Pronatura’s tenure, and how has the organization’s approach to addressing them changed?
A: Pronatura will mark its 45th anniversary in 2026, highlighting our enduring presence in Mexico. Throughout this journey, one of the most significant changes has been the growing urgency to avoid environmental tipping points, such as biodiversity loss and water scarcity. These challenges are more interconnected now than ever.

To address this, we have evolved from donor-funded projects to long-term collaborations with strategic allies. By working with the private sector on multi-year, large-scale initiatives, we align objectives and impact indicators to create meaningful change. This approach shifts the narrative from charity to strategic partnership.

Q: How does Pronatura build its multi-sectoral alliances, and what are the key elements needed to achieve conservation and development goals?
A: Our first step is aligning strategic objectives with sustainability goals. For instance, sectors reliant on water, for agriculture or manufacturing, are natural partners for our water programs. These programs tackle challenges such as scarcity, aquifer recharge, and access to water in vulnerable communities.

Similarly, we collaborate with sectors working to conserve areas at risk of biodiversity loss. No matter the sector, the key is aligning goals to ensure long-term ecosystem health and sustainable impact.

Q: What mechanisms does Pronatura follow to synergize efforts across its six regional branches?
A: While each Pronatura branch operates autonomously, we collaborate under one unified mission. Our local branches work closely with communities, leveraging their deep understanding of local ecosystems and priorities.

For example, mangrove conservation is a priority in coastal areas like Veracruz, whereas in central Mexico, forest preservation takes precedence. This localized knowledge, combined with shared high-impact goals, ensures our collective projects generate measurable progress.

Q: How does Pronatura address concerns about "greenwashing" and demonstrate concrete, measurable outcomes?
A: Greenwashing undermines credibility and impact. At Pronatura, we avoid this by aligning projects with strategic objectives rather than tailoring them to meet superficial client demands.

In 2022, we introduced a strategic plan that transitioned from activity-based reporting to impact-focused indicators. We also use balanced scorecards to evaluate project alignment and effectiveness. These mechanisms ensure that every project delivers measurable and meaningful environmental and social benefits.

Q: What metrics or KPIs does Pronatura use to track project success in biodiversity conservation and community well-being?
A: In our water program, rather than measuring tree-planting activities, we track how many cubic meters of water trees help replenish in aquifers. Similarly, in the carbon market, we focus on strategies to reduce emissions and restore degraded ecosystems rather than simply offset carbon footprints.

Our approach expanded significantly in 2024, with multi-year projects like the Sierra de Guadalupe restoration, spanning over 5,000ha in the State of Mexico. By concentrating efforts in high-priority areas, we avoid diluting impact and strengthen accountability through rigorous monitoring and evaluation.

Q: What opportunities arise from the growth of investment in Mexico, and how does Pronatura leverage these trends?
A: Nearshoring offers immense opportunities, but sustainability must be embedded into value chains. For example, while beer companies have reduced water consumption per liter produced to approximately 2.6L, sectors like tequila production still consume as much as 10L to 15L of water per liter.

Through partnerships, Pronatura helps companies adopt strategies like reforestation or water efficiency improvements that benefit both business continuity and the environment. Sustainability is no longer an optional ESG goal; it is a business imperative.

Q: How does Pronatura engage with the public sector to implement its projects?
A: Collaboration with local authorities is essential. We create agreements with municipal and state governments, communities, the private sector, and other NGOs to maximize project success.

At the federal level, Pronatura supports initiatives like the wetlands corridor and national restoration projects. We also serve on councils such as the National Commission for Natural Protected Areas (CONANP) to align efforts with national conservation strategies.

Q: What are the advantages of working with large, established companies?
A: Partnering with major companies accelerates the adoption of best practices. For example, through collaborations in the carbon market, we have implemented European sustainability standards in Mexico.

Our largest carbon project to date spanned eight states and more than 50 communities, providing scale and valuable lessons that now inform our future projects. Documenting and learning from these experiences enables continuous improvement.

Q: How does Pronatura adapt international standards to Mexican practices?
A: Mexican companies actively seek global standards because they understand the importance of staying competitive in a globalized world. At Pronatura, we also embrace innovation, integrating technology and AI into our processes to deliver cutting-edge solutions.
Our philosophy is simple: staying comfortable is not an option. We continually challenge ourselves and our partners to push boundaries and set new standards for sustainability.

Pronatura México A.C. is a non-profit organization with more than 40 years of experience in the environmental sector in Mexico, with the mission of building resilience in priority ecosystems, hand in hand with our partners, through the implementation of innovative strategies to conserve and restore natural capital.