Populations of vertebrate species—including mammals, birds, fish, and reptiles—fell by a staggering average of 52% between 1970 and 2010, and the trend isn't slowing down. The population drop was 39% among both terrestrial wildlife and marine wildlife, and 76% among freshwater species, according to the report released in partnership with the Zoological Society of London. Researchers earlier estimated that around 30% of the world's wildlife had been lost over the 40-year period.
David Nussbaum, chief executive of the WWF in the UK said: "The scale of destruction highlighted in this report should be a wake-up call to us all.
"We all, politicians, businesses and people, have an interest, and a responsibility, to act to ensure we protect what we all value: a healthy future for both people and nature."
Professor Jonathan Baillie, director of conservation programmes at ZSL, said people should think about everything they do, from recycling to putting pressure on political and industry leaders, supporting sustainable businesses and getting their children outside to reconnect with nature.