Jane Davidson AM is expected at the launch of 'One Planet Wales'

According to a wildlife charity, for Wales to exist within its fair share of the earth's resources its ecological footprint must be cut by 75% by 2050.

But if things continue as they are Wales' footprint will increase by 30%, WWF Cymru has warned.

It is launching a campaign targeting individuals, businesses and policy makers to make a greener Wales.

Morgan Parry, Head of WWF Cymru said: "It's getting away from the idea it's somebody else's problem.

"All the different players have got to do their bit."

Consumers are being urged to buy organic and locally sourced food

Wales' ecological footprint - which measures the resources we use for our economy and lifestyles - is largely made up of transport 17%, housing 21% and food 25%.

Behind the campaign entitled "One Planet Wales" is a report by academics at the University of Manchester.

Mr Parry said: "It leaves little doubt about the need to take action now, and the many challenges and opportunities ahead for change.

"One thing is clear from the report: it will take collective action to achieve the changes that are necessary to deliver a One Planet Wales, collective action by the Welsh Assembly Government, local authorities, businesses, communities and individuals.

"We all have an essential role to play."

Researchers said that if everyone in the world used natural resources and generated carbon dioxide at the same rate as Wales, it would take three planets to support us.

Practical recommendations in the report include low-carbon sustainable buildings, standards for sustainable healthy food, and high-quality public transport.

Report author Joe Ravetz from the centre for urban ecology at the University of Manchester, said: "This report demonstrates that it is achievable for Wales to move towards a One Planet Wales country.

"To achieve this, Wales must organise an economy which thrives on one planet, rather than squandering the current resources of three planets."