Ocean Minded Corporate Social Responsibility Report 2012
We feel that as both a corporation, and a group of individuals, it is essential to understand that ‘eventually, everything ends up in the ocean.’
Corporate Social Responsibility (CSR) is about taking the responsibility for the impact that our livelihood and activities have on communities and the environment. At Ocean Minded CSR is driven by our Mission Statement and Core Values.
Since 1996, Ocean Minded’s efforts to lead the way as an environmental custodian have been ongoing, with the company’s belief that everything eventually ends up in the ocean. Ocean Minded has been organizing community beach clean-ups around the world and educating customers on the importance of leaving their chosen playgrounds in better condition then when they were found. Clean-up efforts have extended to the mountains and banks of inland rivers and lakes. Ocean Minded is dedicated to continuing this mission through hard work within the company, through it’s distributors and it’s customers. We can no longer deny that our planet is rapidly becoming a corroded and polluted place, it is our job to protect the places we play and live by our values: Be Ocean Minded™.
Ocean Minded has been rooted in the action-sports market as a leading brand in high quality footwear, apparel and accessories. Founded 16 years-ago, Ocean Minded has lead the way on the forefront of fashion trends, the company is known for its unique vision in tying fashion, functionality and comfort together in all its product collections. Ocean Minded believes in utilizing recycled and sustainable materials in its footwear, apparel and accessories whenever possible, and consistently strives to achieve this.
News From 2009 to 2012:
1 – Beach Clean-ups: From 2009 to 2012, Ocean Minded hosted 132 beach cleanups that were attended by an estimated 4,656 volunteers. Together, they picked up and properly disposed of 49,452 pounds of trash. Twenty-two of these cleanups were hosted outside of the USA in: South Africa, Singapore, Philippines, Australia, Canada and Thailand.
2 – Environmentally Friendly Materials: Ocean Minded has stepped it up in an effort to use as much sustainable materials in our footwear, apparel and accessories as possible including the following:
- Bamboo: Bamboo is one of the fastest-growing plants on Earth. Bamboo fabric is known for its softness and absorbency. We use it as logo ornamentation on some of our footwear.
- Recycled Wool: Recycled wool is created by tearing apart existing wool fabric and re-spinning the resulting fibers. Recycled wool fibers can make the end product more hard wearing and therefore longer lasting, and we it in the linings and uppers in some of our footwear.
- Cork: Sustainably produced, cork is a natural material known for its energy absorption. Ocean Minded uses it as cushioning material in the sidewalls, footbeds and heels of some of our footwear.
- Recycled Croslite™ Material: We utilize post-production scraps of Croslite™ material in certain footwear styles; these pieces of material would normally go to waste.
- Recycled Bicycle Inner Tubes: Each year, approximately 200 million automobile tires end up in the landfills of the United States. We reuse these tires as durable, sturdy outsoles and uppers in some of our shoes and sandals.
- Jute: We use jute in our shoes as well as for straps in our sandals. Jute requires little use of herbicides and pesticides in cultivation, and its fibers are used to produce strong, enduring fabrics and cording.
- Recycled Plastic Bottles: Polyethylene Terephthalate, commonly abbreviated PET, is a thermoplastic polymer resin and is widely used in beverage, food and other liquid containers. It can easily be recycled into a variety of products, and Ocean Minded uses recycled PET for toe posts in a number of our sandals.
- Vegan Choice: In our ‘Vegan Choice’ footwear styles, none of the materials used in production are derived from animals.
- OM Foam Ocean Minded uses recycled EVA for OM Foam footbeds and midsoles in a variety of our footwear styles. Ethylene Vinyl Acetate (EVA) is a polymer used in the production of numerous padded products and can easily be recycled.
3 – Surfrider Foundation: Ocean Minded proudly supports the Surfrider Foundation, a non-profit grassroots organization dedicated to the protection and enjoyment of our world’s oceans, waves and beaches. Together, we work to address such issues as water quality degradation, beach and surf spot preservation, loss of public beach access and habitat and ecosystem destruction. Ocean Minded also partners with the Surfrider Foundation for their regional beach cleanups once a month and other special events throughout the year.
4 – Ocean Mined Employee Wellness: The office set up, and especially, the location provides an amazing environment that encourages hard work and provides easy access to the ocean lifestyle we all love. The Ocean Minded crew is highly motivated in tackling this hard economic market and being able to grab a quick lunchtime hour in the ocean or a run on the beach helps to maintain that drive.
5 – Renewable Materials, Responsible Choices: Ocean Minded’s catalogs and promotional materials are printed in the USA by a Forest Stewardship Council (FSC) certified printer, using post-consumer recycled paper and soy based inks. Printing our Fall 2013 catalog this way conserves 510,000 BTU’s of energy, prevents 487 pounds of greenhouse gas emissions from being generated and prevents 4,052 cubic feet of natural gas from being used.
Accomplishments from the Past and Goals for the Future:
While, ‘Be Ocean Minded’ has always been the foundation of the company, being ‘ocean minded’ and living an ‘ocean lifestyle’ extends well beyond the worlds beaches and oceans. Each year it’s more evident that we have to look beyond our immediate environment, everywhere from the mountaintops to the river basins if we want to protect the oceans.
- As the company worked towards creating a model for the beach cleanups over the years it was apparent that there needed to be a quantifiable system in order to portray the level of work and amount of trash that was being dealt with. In 2008, Ocean Minded started to track the number of beach cleanups we organized globally (There were 34 cleanups held that year).
- In, 2009 came the addition of weighing in the pounds of trash removed from each beach cleanup. These numbers help provide a tangible understanding for people – it helps identify that this is a big problem and that a lot can be done by one day at a cleanup.
- In 2010 Ocean Minded took cleanups to various events and races. At Standup Paddle Board (SUP) Races, tradeshows, surf contest, and local community festivals, Ocean Minded hosted cleanups during and after the events which created a larger impact.
- In 2011, the company partnered with U-Scuba to take 2 dive boats to South China Sea (off Malaysia), where they collected and properly disposed of approximately 133 pounds of trash stuck in the reef.
- In 2012, the Ocean Minded partnered with WiLDCOAST for the third Tijuana River Action Month to conserve the Tijuana River Watershed and the Pacific Ocean shoreline from Playas de Tijuana, Mexico to Coronado, California. During this month, over 2400 volunteers helped remove 63,000 pounds of trash and 800 waste tires from washing out to sea.
As we strive to be a leader in sustainability and environmental protection, we understand that it is an ever-changing unending process. Ocean Minded is dedicated to maintaining the current beach cleanups but to also seeking out opportunities at all elevations, finding the places that need cleaned up the most and involving the communities in those areas to make the cleanups happen.
Plans for 2013:
1 – Creativity and Sustainability: Ocean Minded continues its efforts to create footwear, apparel and accessories from the most environmentally friendly materials possible and to seek out new ways to do so. The new line of footwear launching Spring/Summer and Fall 2013 embodies these efforts.
2 – Beach Cleanups: Ocean Minded has numerous beach cleanups planned for 2013 and these cleanups will be posted to the website and social media channels such as Facebook, Twitter, Instagram, Pinterest and YouTube as they are scheduled. Included in these are monthly regional cleanups with the San Diego Surfrider Foundation and Coastkeeper, and a monthly “Trashless Tuesday” office at the local beaches surrounding the Ocean Minded Headquarters in San Clemente, California. It is our intention to continue to increase the frequency, participation and locations of these cleanups in 2013.