Based on interviews with WWF representatives and other experts, this book explores WWF's approach to engagement in the Circumpolar North. It argues that the foundation of WWF's success in circumpolar engagement is based on four inter-related pillars: legacy, networks, scientific research and communication style. The book argues that WWF has made remarkable strides to distinguish itself in Arctic and northern engagement through its Global Arctic Programme and national organisations and associated offices in the Arctic states. However, WWF's work and successes are illustrative of the need for environmental and animal rights organisations to adopt a long-term strategy that show commitment to helping in the Arctic and North which factor in the needs and desires of northerners if they want their work to resonate and be welcomed by key northern audiences.

The World Wide Fund for Nature or World Wildlife Fund (WWF) is one of the most recognizable environmental organizations in the world. Its iconic panda symbol is known to millions, but in recent years a different bear has taken centre stage in the organization's international work: the polar bear.

This book examines how WWF has managed to carve out a place for itself in Arctic and northern discussions. It aims to bridge the research gap in WWF's overarching approach toward Arctic and northern engagement, arguing that the WWF's success in Circumpolar engagement is based on four inter-related pillars: legacy, networks, scientific research and communication style.

Drawing on first-hand interviews with key actors, WWF and Arctic environmentalism provides a unique insight into the inner workings of this well-know organization, while revealing how it is perceived from the point of view of Arctic state and Indigenous representatives.