Marine protection offers a unifying sustainability opportunity, says Yasmin Spencer of Revolt. Here’s how your brand can do its bit for the big blue.
Only around 3% of the ocean is currently effectively protected, explains Spencer
Sir David Attenborough’s film Ocean was released earlier this year, marking the naturalist and broadcaster’s 99th birthday. The documentary explores the wonders of the ocean and its role in maintaining a healthy planet, but it’s also a startling reminder of the threats our ocean faces, particularly from human activities such as bottom trawling.
The film urges viewers to cast the net wider regarding ocean awareness, action, and advocacy in support of the global effort to protect 30% of the ocean by 2030. This target has gained momentum through commitments made at the recent UN Ocean Conference. Despite the renewed focus, only around 3% of the ocean is effectively protected.
As governments continue to debate actions, people pay attention, and brands have a powerful opportunity to make an impact. And while the spotlight is on the ocean, businesses should recognize that it offers one of the best opportunities to go beyond surface-level sustainability and create strategies and storytelling about the environment that connects with consumers.
Covering nearly 70% of our planet, the ocean fuels trillions in economic activity, sustaining around 3bn livelihoods, and plays a critical role in regulating our climate. Its conservation is an issue that people really care about: ‘the health of our oceans’ remains one of the higher-ranking environmental concerns for the global public in Revolt’s Causes That Count report. People are likely inspired by visible and direct consequences of issues, including marine loss, coral reef decline, and polluted waterways.
With sustainability and social issues becoming increasingly polarized, the oceans offer a rare, emotionally powerful common ground. People hold oceans close through memories of seaside holidays, encounters with wildlife, or just time spent relaxing close to them. While many businesses are hushing up their DEI and purpose-led communications, the ocean remains a more neutral, unifying site for meaningful action.
When executed authentically, ocean initiatives can deliver real-world environmental benefits, while earning consumer trust, broadening appeal, and standing out in the market. So, how can brands develop these impactful initiatives?
The more brands can demonstrate their connection to coastlines, oceans, or waterways, the stronger the ‘blue’ story they can tell. Even the most unexpected categories, such as meditation apps using ocean soundscapes or moisturizers inspired by sea botanicals, can form credible, creative links to marine protection.
Tiffany & Co. set a standout example by tying its iconic brand color, ‘1837 Blue,’ to the color of healthy oceans and coral reef ecosystems. Fresh from being shortlisted at Cannes Lions 2025, the campaign marks the first time Tiffany has moved media spend away from luxury products to highlight conservation efforts.
Leveraging large-scale billboards and ocean-inspired collections, the campaign was backed by a commitment of $100m towards restoring 13 million km² of ocean, and resulted in $15m in earned media value and a 15% sales lift among high-value clients. This demonstrates how real-world conservation can have a clear brand payoff when credible action is taken, a relevant brand connection is made, and a strong story is told.
Don’t underestimate the power of bringing together key teams such as marketing, R&D, supply chain, and sustainability, along with learning from consumers and external experts. Rather than actions suggested by marketing departments, businesses should collaboratively evaluate how to make the most substantial ocean impact.
Adidas x Parley is a powerful example of diverse and expert-led collaboration. The partnership brought together different Adidas teams, consumers, designers, athletes, and Parley’s experts to co-develop their AIR Strategy (avoid, intercept, redesign) and communication effort. This joint project built a new supply chain for upcycled ocean plastic, producing over 30m pairs of shoes while removing 2,800 tonnes of marine plastic. As a result, Adidas positioned itself as a global sustainability innovator, advanced its goal of eliminating virgin polyester and reinforced consumer trust by delivering tangible environmental impact backed by real expertise.
Oceans tap into universal emotions, often evoking memories and wonder – making them a vivid canvas for creativity. Cue the heart-wrenching montage of your childhood holidays to the seaside. Brands can leverage this opportunity to forge deep emotional connections with their audiences and bring them along on the sustainability journey.
Corona has long championed ocean and beach protection, ensuring sustainability is central to its brand legacy through bold creativity fused with tangible impact. In 2024, Corona Cero became the first beer brand to sponsor the Olympics globally, and they celebrated with a campaign of immersive films that allowed viewers to join Olympian surfers and kitesurfers, in partnership with ocean conservation non-profit Mission Blue. These films relied on our profound human connection to the ocean to transform environmental messaging into deeply personal experiences. This is just one example of Corona consistently demonstrating how emotive storytelling amplifies real ecological action.
Attenborough’s Ocean reminds us how much remains to be done to protect our seas. Brands have a clear opportunity to step up by taking measurable action, telling authentic and relevant stories, while bringing audiences along the journey. This is more than PR; it’s a real chance for brands to be part of the ocean’s revival in a meaningful way.
Revolt
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