A poignant new animation unveiled today reveals the troubling connection between UK pension investments and global deforestation, with a call for immediate action from both pension providers and the UK government.
The advertisement, titled Saving Jane, is the latest initiative from the Make My Money Matter campaign in partnership with Global Canopy and Global Witness. The animated film, featuring a re-recording of Peter Gabriel’s 1986 hit Red Rain, brings to light how British pension funds are contributing to the destruction of some of the world’s most vital rainforests.
According to new research, an alarming £300 billions of UK pension investments are linked to deforestation. Despite the scale of this issue, only 14% of the British public is aware that their pension funds could be financing environmental harm. The new ad aims to increase awareness and push for meaningful changes in how pension funds are managed.
The Saving Jane animation tells the story of a woman whose lifelong dream is to visit a tropical rainforest using her pension savings. However, she is devastated to learn that her hard-earned money has been invested in companies that are actively destroying the very environment she cherishes. The film highlights the destruction of the Sumatran rainforest, where only 9% of the original tropical forest remains.
Dr. Jane Goodall DBE, a prominent primatologist and environmentalist, expressed her anger and sadness over the issue. “When I think of the Jane in that film, I feel sad and very, very angry. It’s truly terrible how much of our money is used in ways that we would never even think of,” Goodall said. She urged pension providers to divest from deforestation-linked projects and instead support initiatives that protect and restore the planet’s natural beauty.
Peter Gabriel, the musician behind the soundtrack, added his support for the campaign, saying, “Our money is being used to destroy the one habitable home that can provide our descendants with a living planet and the chance of a future. Pensions exist to serve us, so let those who manage them know what we want and expect in no uncertain terms.”
The campaign underscores a significant gap in the pension industry’s approach to environmental responsibility. Research indicates that two-thirds of the UK’s top 20 workplace pension providers lack a public policy on deforestation. Furthermore, over 50% of the public believe that the UK government should legislate to ensure all pensions are free from deforestation-linked investments.
Tony Burdon, CEO of Make My Money Matter, criticised the current state of pension investments, stating, “The government is failing us by neglecting nature, and our pension funds are failing us too. Most savers are unaware that their money is causing catastrophic destruction of our forests and nature. The retirement of millions of savers is at risk, and they want government and pension funds to act now.”
Jolene Tan, Strategic Communications Director at Global Canopy, highlighted the urgency of the situation. “Pensions are supposed to protect our future. But investments that drive forest loss and worsen the climate crisis do the opposite: they fuel instability and risk our well-being. Pension providers must achieve deforestation-free portfolios to secure a safer world.”
Naomi Hirst, Forests Campaign Strategy Lead at Global Witness, echoed these sentiments, stressing the economic threat of biodiversity loss. “Many people are still unaware that their savings are currently helping destroy rainforests around the world. The new UK government has pledged to bring an end to the nature emergency – this must include new laws that stop pension funds investing in deforestation.”
The campaign also received support from Timer Manurung, Chair of Auriga Nusantara, who highlighted the ongoing threat to Indonesia’s forests. “Our remaining forest-rich areas are still under threat from further plantation expansion. Global financial institutions must act responsibly in choosing where to direct their funds,” Manurung said.
For more information on how to participate in the campaign and to view the Saving Jane animation, visit the campaign’s official website. The call to action is clear: pension funds must take immediate steps to eliminate deforestation from their investment portfolios to protect the world’s vital rainforests and secure a sustainable future.