Population Matters

Strategy & outcomes

Strategy & outcomes

Our mission is to promote smaller families and reduced consumption throughout the world through advancing:

  • the education of the public in issues relating to human population worldwide and its impact on environmental sustainability;
  • research to determine optimum and ecologically sustainable human population levels and to publicise the results of such research; and
  • environmental protection by promoting policies that will lead or contribute to the achievement of stable human population levels allowing environmental sustainability.

We operate through our three-year strategy (2016/17–2018/19) and annual plan.

Tree Stumps



We work to achieve our strategic goals by:


  • promoting changes in preferences and behaviours by communicating the social, environmental and personal benefits of small families;
  • increasing understanding among opinion formers;
  • supporting improvements to women’s rights, sex and relationships education and sexual and reproductive health and rights;
  • commissioning research in order to improve understanding of issues related to population and family size;
  • increasing acceptance of our message through using an open and conversational tone; and
  • working with other organizations to achieve shared goals.


We work to support our approach with the following activities:

  • maintaining a delivery model of a mix of staff, contractors, agencies and volunteers;
  • depending mainly on our members, but seeking funding elsewhere; and
  • adopting best practices in governance.

OutcomesOutcomes 2015-16

Our principal outcomes in our 2015-16 financial year are set out below.

  • Campaigns – Most ever campaigns involving membership
  • Education – Two videos with approaching 10,000 views
  • Financing – Record income, expenditure and funds
  • Lobbying – Most ever contacts with MPs and journalists
  • Governance – Improved management of funds, information, operations and website
  • Malthus – marked the 250th anniversary of his birth
  • Membership – Record membership numbers
  • News – 350 mentions in the UK press
  • Promotion – Bus advertising seen by an estimated 2m people
  • Research – 30 briefings produced
  • Resources – Record staff numbers
  • Social media – Record followers and likes
  • Story – Celebrated our 25th anniversary