Kia America announced a new collaboration with The Nature Conservancy (TNC)—a global environmental conservation organization—to support freshwater conservation across the United States. Over the next three years, Kia is investing $3 million to support TNC’s goal of conserving 1 million kilometers (over 620,000 miles) of rivers and 30 million hectares (over 74.1 million acres) of lakes, wetlands and floods by 2030. TNC says the initiative, which officially kicked off on World Water Day (March 22, 2025), will also raise awareness of and educate audiences on the importance of freshwater ecosystems to sustain all life.

Kia says this collaboration aligns with its broader commitment to environmental responsibility and giving back to the communities in which it serves and lives.

“Water is one of our most precious resources, and we have a responsibility to help protect it for future generations,” said Russell Wager, vice president of marketing, Kia America. “By teaming up with The Nature Conservancy, we’re not just funding a project—we’re supporting on-the-ground action that will make a real difference. Our goal is to inspire our customers and communities to join us in protecting the wetlands and waterways that we all depend on.”

Goals of the Freshwater Conservation Initiatives

Kia’s support will enable TNC in protecting freshwater ecosystems through several key initiatives. These include restoring critical wetlands to reduce flood impacts, improving water quality and enhancing wildlife habitats. Additionally, Kia will support TNC’s efforts to collaborate with Indigenous and local communities to ensure healthier and more resilient ecosystems for people and nature.

Specifically, this joint effort will support projects that focus on modernizing water infrastructure for ecological health, implementing natural processes to enhance resilience and reduce disaster risks, and advancing sustainable agricultural water management policies.

“Water is the lifeblood of the planet, and rivers, lakes and wetlands are working overtime to keep it pumping. These systems are feeding communities, shaping cultures and sustaining the diversity of life on Earth,” says Nicole Silk, global director of Freshwater Outcomes at The Nature Conservancy. “We must all do our part to protect these ecosystems. That’s why we are thrilled to collaborate with Kia America on this campaign. By combining TNC’s expertise in conservation with Kia’s innovative approach to sustainability, we aim to restore and protect freshwater habitats, support biodiversity, while also promoting clean water access. This joint effort underscores our shared vision of a world where nature and people thrive together.”

In recent years, Kia has increased its investment in eco-conscious programs, including global initiatives to reduce ocean plastic pollution and now freshwater conservation. By supporting the restoration of wetlands and other natural solutions, Kia states that it is helping to build more resilient communities and a healthier planet for generations to come.