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Cause Marketing

Kia America Joins Forces with TNC

A waterfall tumbles over large boulders in the middle of a forest.

Together we’re championing healthy freshwater ecosystems.

March 20, 2025

Adirondack Waterfalls A waterfall in the Adirondacks of New York. © Charles Gleberman Photography

Water sustains all life, making Earth a living planet. Fresh water connects land to sea, community to community, and species to species. Fresh water shapes landscapes, weather patterns, cultures and the course of life itself.

Fresh water flows through everything we do at TNC. We aim to conserve 1 million kilometers of rivers and 30 million hectares of lakes and wetlands by 2030.

The Urgency to Protect Fresh Water

  • Icon of a great blue heron in a marsh.

    1/3

    The world has lost nearly one-third of its freshwater ecosystems since 1970.

  • Icon of a fish blowing bubbles in water.

    83%

    Monitored freshwater populations have declined by an average of 83% since 1970.

  • Icon of a river flowing through trees.

    1M

    TNC's goal is to conserve 1 million kilometers of the world's rivers by 2030.

  • Icon of cattails in a marsh.

    30M

    TNC also aims to conserve 30 million hectares of lakes and wetlands by 2030.

A boy jumps into the water with a large waterfall in the background.
Jumping in the water A boy jumping into the water in Ithaca, NY. Grand Prize Winner - 2019 Staff Photo Contest. © Toby Hayman/TNC

#AcceleratetheGood for Fresh Water

As part of its campaign, Kia America is committing $3M to TNC to support our freshwater conservation efforts nationwide. The campaign will also raise awareness of and educate audiences on why freshwater ecosystems are important for all life on Earth.

A lake trout swims in clear water.
Lake Trout A lake trout swims in clear water. © Paul Vecsei

Support from Kia America will help TNC initiatives to:

  • restore critical wetlands to reduce flood impacts
  • improve water quality
  • enhance wildlife habitats
  • collaborate with Indigenous and local communities to ensure healthier and more resilient ecosystems for all
A glass of water positioned on a mossy ledge with a waterfall and mossy boulders in the background.
Drinking water A glass of water positioned in front of a waterfall in West Virginia. © Mark Godfrey & Kent Mason

Saving Fresh Water Starts at Home

Each of us can make changes to benefit our local freshwater supply. Here are four ways you can help:

  1. Update your garden habits: More than 50% of a family’s water use is for landscaping. Consider low-water use options, including less turf grass.
  2. Lower your flow: Low-flow plumbing fixtures can reduce water use by 30% in a household.
  3. Learn about your ecosystem: Know where your water comes from—it might be your favorite trout fishing stream or place to hike or the groundwater beneath your feet!
  4. Stand with freshwater champions: Support organizations like TNC that are working to protect water sources for all life on Earth.

Learn More

Two kayaks floating down a river.

Five Ways to Appreciate Water

On average, Americans use about 80-100 gallons of water per day—and that’s just what comes from showers, baths, laundry, dishes, and other conventional household activities. With so little effort needed to turn on our faucets and enjoy clean, filtered water, it’s easy to take fresh water for granted.

Fast moving water splashes in whitewater rapids.

Conserving Fresh Water for Life on Earth

Freshwater systems are in trouble. But with a fresh approach, we can change the course for the better.

A calm lake at sunrise or sunset with cypress trees dripping in hanging moss silhouetted against an orange and pink sky, the lake mirrors the sky.

Sustainable Rivers Program

The Nature Conservancy and the U.S. Army Corps of Engineers are finding new ways to strike a sustainable balance in how people use and protect the many benefits that rivers provide.

Waterfall cascading through a lush forest in Croatia.

We Must Save Fresh Water to Save Ourselves

The Nature Conservancy joins others in pressing for urgent stewardship of our world's precious fresh water.

By Nicole Silk