Cardiff University and Wildfowl and Wetlands Trust KTP 24_25 R4

A nature connection programme for adults in the UK is at risk of shutting down once its current funding runs out, and this project aims to prove its value and find a way to keep it running. The problem is straightforward: programmes that help people build a closer relationship with nature—through activities like guided walks, conservation tasks, or sensory exercises—often rely on short-term grants. When the money stops, the programme stops, even if it is delivering real benefits for mental health, social connection, or environmental awareness. This project will gather evidence on exactly what those benefits are, using data from participants, and then design a sustainable business model—such as paid memberships, corporate partnerships, or public-sector contracts—that could support the programme long-term. If successful, the research could change how nature-based health and wellbeing interventions are funded across the UK. It would provide a replicable framework for other charities and community organisations to diversify their income, reducing their dependence on time-limited grants. The immediate impact is on the programme itself and its participants, but the wider lesson—how to quantify and monetise the value of nature connection—could quietly reshape how local authorities, NHS commissioners, and environmental charities think about investing in green social prescribing.