Andi Cross is a growth strategist, divemaster, founder of impact consultancy WILDPALM and Edges of Earth expedition lead.
getty
While in the field on expedition, I’ve encountered a prevailing wisdom that resonates worldwide: Wildlife is more valuable alive than dead. While the statement seems a bit obvious, the concept highlights the intrinsic worth of animals in their natural habitats.
However, the importance of the world’s fauna is not solely due to their ecological roles; it’s also due to their economic and cultural significance to communities worldwide. I’ve found that people will commit their vacations, volunteer hours or even their life’s work to seeing these animals thriving in the wild—and that has real implications for businesses.
Sustainability And Tourism
Take Iceland, where whale watching has become a lucrative industry, pulling in nearly $26 million a year and attracting 350,000 visitors eager to marvel at these giants rather than witness their hunt. This is a stark contrast to the nation's continued whaling practices.
Similarly, in Indonesia, a significant transformation is underway in shark fishing communities. Traditional hunters are pivoting toward conservation, recognizing the greater economic benefits of offering tourists and adventurers the opportunity to experience these creatures up close rather than exploiting them.
The same principle holds in the United States with Florida's manatee population. Amid the threat of boat strikes—one of their most significant dangers—I've seen teams implementing best practices to ensure these gentle giants remain protected. This effort is crucial, considering Florida's attraction as a sunny paradise attracted 135 million visitors last year, with many visitors coming not just for the weather and beaches but also to experience the state's wildlife.
Throughout the global pandemic, Florida remained open, prompting residents to explore closer to home. This period saw a surge in staycations, offering ecotourism operators an opportunity to engage locals and emphasize the importance of conservation within the state. This shift not only captured the residents' attention but also sparked a broader movement toward sustainable tourism and environmental stewardship.
Mastercard reported a significant increase in consumer interest in environmental conservation during the pandemic, a trend observed firsthand by tour operators in Florida. This heightened awareness was contingent on the health of local wildlife.
I took a tour with Get Up and Go Kayaking Weeki Wachee, a clear kayak tour operator that showcases the best of the Weeki Wachee River while also serving as an example of sustainable tourism in Florida. They're also part of the Guardian Guides program, an initiative by Save the Manatee Club—a nonprofit founded by Jimmy Buffet and Governor Bob Graham in 1981. This program certifies ecotourism providers committed to the stewardship of manatees.
By collaborating, organizations like Save the Manatee Club and Get Up and Go Weeki Wachee can play a crucial role in educating others and providing essential training on important conservation issues.
Embedding Sustainability Into Your Business
Starting a business today calls for embedding sustainability into a company’s vision, mission and core values. In order to foster community development and ecosystem preservation, we can’t just agree with these things; we have to live them. This is the essence of what makes sustainable businesses not only successful but also influential in shaping a future where tourism and conservation go hand in hand.
From Iceland's whale watching to Indonesia’s shark dives and Florida's manatee tours, the message is clear: Sustainable practices and eco-tourism can drive economic benefits while ensuring the survival of precious species and ecosystems. The "better alive than dead" expression is something forward-thinking companies and destinations can adopt worldwide. It's a method that understands the value of our natural world, recognizing that our future prosperity is inextricably linked to the health of our planet.
For leaders, entrepreneurs and policymakers, the takeaway is to put sustainability at the core of your business strategy. It's not just about mitigating harm; it's about actively contributing to the regeneration of our planet. This means investing in conservation efforts, supporting sustainable tourism practices, and fostering a deep connection between people and the natural world.
How can you embed sustainability into your company? Start with rewiring your business plan. First, revisit your values and see where each one can touch on corporate social responsibility and environment, social and governance tenets.
From there, you can start rethinking critical aspects of your company, such as supply chains, processes and protocols or how to work with your employees to embed these tenets into the company. Then, you can start thinking about how to outwardly communicate with your leaders and teams on how to maintain this.
And once you’ve truly embedded this thinking into your business efforts, you can start sharing it with the world. This is a long and time consuming process—to rewire your business efforts—but one that will offer rewards if the time and effort is put in.
There’s more pressure coming from consumers, who are increasingly demanding sustainable experiences, products and genuine environmental commitment from brands that they support. This is pushing businesses across all sectors—not just travel and hospitality—to reassess their environmental impact and transparently demonstrate their sustainability efforts.
As we forge ahead in this era, let's draw inspiration from regional businesses excelling here. Their achievements provide a roadmap for contributing to an equitable and prosperous world. Our planet's future hinges on our united efforts and dedication to enacting change. The time to integrate conservation into our business models is now. After all, prioritizing the planet's health above profit is essential for the longest terms of success.
Forbes Business Council is the foremost growth and networking organization for business owners and leaders. Do I qualify?
