Andi Cross, a growth strategist and founder of impact consultancy WILDPALM, emphasizes the importance of addressing climate change through a collaborative effort that involves governments, enterprises, foundations, academia, and individuals. She believes that businesses across various industries need to take action to restore the natural world, as evidence shows that doing good is ultimately good for business. Particularly for businesses in the sport, hospitality, and travel sectors, which rely on the health of the planet for their success, there is a unique opportunity to support the environment and communities.
Examples of businesses prioritizing conservation efforts include outdoor apparel and equipment company Patagonia, which has made environmental stewardship a core mission. Under founder Yvon Chouinard’s leadership, Patagonia has dedicated itself to supporting land and water conservation, and in 2022, Chouinard gave away the company to fight climate change. The World Surf League, with its close ties to the ocean, created a nonprofit arm called WSL PURE, which focuses on ocean conservation. Through initiatives like the One Ocean project, the WSL engages with coastal communities to give back and promote conservation efforts.
While on expedition following the World Surf League Championship Tour in Hawaii, Andi Cross and her team witnessed the growing emphasis on ocean conservation within the surfing community. Surfers are making efforts to protect and restore the ocean, from using reef-safe sunscreen to supporting eco-conscious brands. Some surfers, like Australian competitor India Robinson, are also prioritizing community-building efforts through initiatives like the Queen In Me surf camp, which empowers and educates female surfers. These efforts highlight the importance of individuals within the surfing community coming together to support conservation and community initiatives.
Businesses that are directly linked to the health of the environment have an obligation to give back, whether through small-scale community efforts or larger-scale programs. Embedding sustainability into the operations of small- and medium-sized businesses can differentiate their brand and build lasting connections with environmentally-conscious consumers. Working with influencers and culture creators who share mission-aligned values can also help businesses to engage with local communities, promote conservation, and contribute to a more sustainable future. Ultimately, aligning a business with sustainable efforts is not only ethically imperative but also a wise strategy in today’s changing business landscape.
In conclusion, it is crucial for businesses, organizations, and individuals to recognize their role as ocean stewards and take steps to support environmental conservation efforts. By aligning business practices with sustainable values and engaging with communities to promote conservation, businesses can not only enhance their reputation but also inspire others to follow suit. The responsibility of protecting the planet’s resources falls on all of us, and by working together, we can create a more sustainable future for all.
