The global population of earth's animals has reduced by half in just four decades, according to a recent study.
The Living Planet's report, which was researched by WWF scientists and the London Zoological Society, says unsustainable human consumption posed the single most powerful threat and accounted for the decline of the number of animals across the world.
Land, air and water bound creatures were all affected. The researchers say they were either killed for food, fashion materials or to pepper some mysterious healing concoction.
According to the study, human activities have negative and mostly grave consequences on animals. Chemical pollution and poaching are examples of our activities that cause mayhem to whole animal populations and habitats.
"We have lost one half of the animal population and knowing this is driven by human consumption, this is clearly a call to arms and we must act now," says Mike Barratt, WWF director of science and policy.
The WWF research was released after scientists observed about 3,038 different species and a combined population of 10,380 animals.
Amphibians, fishes, reptiles, birds and mammals have reduced by 52%, while fresh water and stream bound animals dropped by 76% from 1970 to 2010.
"The scale of biodiversity loss and damage to the very ecosystems that are essential to our existence is alarming," says Professor Ken Norris, ZSL director of science.
He went on to say the" protecting nature needs focused conservation action, political will and support from business."
Industrial development has also been identified as a factor contributing to the steady decline of animal populations. The study has revealed that developing countries saw higher rates of animal population decline - about 58% compared with 10% of the developing world.
The WWF says recycling and eating little or no animal products like diary and meat will positively affect whole animal groups.
"There is an enormous disconnect between going to the supermarket and putting fuel in your car and global statistics we're talking about here," says David Nussbaum, the chief executive of WWF UK.
