Reject the Inevitable
ocean innovation & market-based conservation
The leggings in your closet
The veggies on your plate
The markets that create them
The regulations that enable them
Humans designed it.
And humans can redesign it.
The hard part isn't envisioning a better future for our oceans.
It’s getting businesses and governments to choose to adopt it.
Better ideas deserve better odds.
We redesign the system to stack the deck in their favor.
“That’s Just The Way It’s Always Been”
No More
IN PROGRESS
Ocean Conservation Programs
The assumption: saving whales comes at the expense
of fishing communities
The intent: build the first commercially viable whale-safe lobster supply chain and make whale-safe fishing the better business decision.
The goal: help protect one of the world's most endangered large whales while supporting coastal livelihoods.
Untangled
The assumption: sustainable materials can't compete
with conventional synthetics
The intent: reduce the risk of adopting better materials by connecting innovators with the brands that can scale them.
The goal: reduce the volume of synthetics microfibres and harmful chemicals entering our oceans, food, soil, water, and bodies.
Fashion The Future
The assumption: seafood bi-products are waste and have no value or commercial use
The intent: turn marine byproducts from fishing and aquaculture into a valuable product for terrestrial agriculture.
The goal: create new products and a new market for coastal communities that help to regenerate depleted soils.
Sea-to-Soil
Previous Work
The assumption: businesses couldn't remove plastic straws because customers expected them
The lesson: people adapt surprisingly quickly when better choices become the new default.
The change: plastic straws went from a perceived commercial risk to a business expectation, paving the way for companies like Starbucks to remove plastic straws.
The assumption: there is no viable alternative to thin-film plastic garment bags
The lesson: inventing better materials isn't enough.
Brands need a lower-risk path to adoption.
The change: connect breakthrough technology with partners, pilots, and early adopters. Sway became one of the world's leading seaweed packaging companies.
Partner businesses,
institutions, and innovators
for the oceans
Advancing Solutions That Scale
We’re working at the intersection of community and corporate action to help everyone understand their agency for positive planetary impact.