ɪt dᵻskɹˈaɪbz ɪts mˈɪʃən ɪn θɹˈiː pˈɑːɹts æz "pɹətˈɛktɪŋ, ɹᵻstˈoːɹɪŋ ænd kɹiːˈeɪɾɪŋ wˈaɪld plˈeɪsᵻz fɔːɹ nˈeɪtʃɚ", "ɛŋɡˈeɪdʒɪŋ, ɪnspˈaɪɚɹɪŋ ænd ɛnˈeɪblɪŋ pˈiːpəl tə kənˈɛkt wɪð nˈeɪtʃɚ", ænd "tʃˈæmpiənɪŋ, tʃˈæləndʒˌɪŋ, ænd ˈɪnfluːənsɪŋ pˈiːpəl tə stˈænd ˌʌp fɔːɹ nˈeɪtʃɚ".
It describes its mission in three parts as "Protecting, Restoring and Creating wild places for nature", "Engaging, Inspiring and Enabling people to connect with nature", and "Championing, Challenging, and Influencing people to stand up for nature".