Andi Cross, a growth strategist, divemaster, founder of impact consultancy WILDPALM, and Edges of Earth expedition lead, believes that solving the climate crisis requires participation from governments, enterprises, foundations, academia, and individuals. Businesses across industry verticals need to take a stand and put words into action when it comes to restoring the natural world, as it has been proven time and time again that doing good is good for business. This is particularly important for businesses within the sport, hospitality, and travel industries, whose success is directly linked to the health of the planet.
Some organizations are already leading the way in conservation efforts, such as Patagonia and the World Surf League. Patagonia has made a positive impact on land and water conservation, while the World Surf League has a nonprofit arm called WSL PURE that focuses on ocean conservation. These organizations are examples of how businesses can make a difference by prioritizing conservation and community-building efforts. Cross and her team witnessed the surf community’s emphasis on ocean conservation, restoration, and protection during an expedition to Hawaii, where they learned about initiatives like Indian Robinson’s Queen In Me surf camp.
Businesses that are directly linked to the environment have an obligation to give back, whether through small-scale community efforts or larger-scale programs. Sustainability should be embedded into the DNA of operations, not just used as a marketing strategy, to differentiate brands and build lasting connections with environmentally conscious consumers. Collaborating with mission-aligned influencers or culture creators can help businesses engage with local communities, foster inclusivity, and promote conservation as part of their business model. By aligning with sustainable efforts, businesses can create a ripple effect that encourages others to follow suit.
In summary, businesses, organizations, and individuals all have a responsibility to be ocean stewards and contribute to a more sustainable future. Aligning businesses with sustainable efforts internally and externally is not only ethically imperative but also a wise strategy in today’s changing business landscape. Cross’s experiences with businesses in the sport, hospitality, and travel industries highlight the importance of taking action to restore the natural world and support communities. By prioritizing conservation and community-building efforts, businesses can make a positive impact on the planet and society as a whole.
