{"id":25055,"date":"2017-11-15T19:07:07","date_gmt":"2017-11-16T00:07:07","guid":{"rendered":"https:\/\/digital.hbs.edu\/platform-rctom\/submission\/leading-by-example-firewire-surfboards-global-climate-change\/"},"modified":"2017-11-15T20:00:30","modified_gmt":"2017-11-16T01:00:30","slug":"leading-by-example-firewire-surfboards-global-climate-change","status":"publish","type":"hck-submission","link":"https:\/\/d3.harvard.edu\/platform-rctom\/submission\/leading-by-example-firewire-surfboards-global-climate-change\/","title":{"rendered":"Leading by example: Firewire Surfboards &amp; global climate change"},"content":{"rendered":"<p><strong>Surfing is in danger as a result of climate change<\/strong><\/p>\n<p>Surfing has its roots in human interaction with the natural world. However, there is an inherent conflict between the toxic process of manufacturing surfboards and the preservation of surf-spots around the world. Specifically, ocean acidification and rising sea levels resulting from climate change threaten to destroy many of the world\u2019s natural surf breaks<sup>1,2<\/sup>. According to a study out of Stanford University, 34% of surf-spots in California will be endangered or threatened due to drowning by 2100, forcing the growing 1.1 million surfers in California to crowd into the surviving spots<sup>3<\/sup>. The impact on surf communities could be substantial via loss of real estate value for homeowners and economic value for local tourism<sup>4<\/sup>. Economist Jason Scorse conducted a study in Santa Cruz that determined houses next to surf breaks were $106,000 more valuable on average than nearby comparable houses, and, in Puerto Rico, a study determined that tourism, mostly surf-related, generated $52 million annually for Rincon<sup>4<\/sup>. While the surfboard industry is small, projected to grow 10% annually from 2015-2020 to $1.3 billion, the global adventure tourism market is much larger, expected to grow 46% annually from $0.6 trillion to $3.7 trillion over the same period<sup>5,6<\/sup>.<\/p>\n<p>While most surfboard companies today still manufacture surfboards in a highly toxic process, Firewire Surfboards (\u201cFirewire\u201d or the \u201cCompany\u201d) has established itself as a leader in sustainable manufacturing<sup>7<\/sup>. Management at Firewire believes that climate change poses an existential threat to humanity, to their sport, and to their business and views its product as part of the problem and potential solution<sup>7<\/sup>.<\/p>\n<p><strong>Firewire is leading by example<\/strong><\/p>\n<p>The ECOBOARD Project was created in 2012 to provide independent, third party labeling to educate consumers on which surfboard companies are focused on carbon footprint reduction, increased use of renewables, recycled inputs, and reduction of toxicity in manufacturing<sup>8<\/sup>. Today, Firewire is the only global surfboard company to produce <em>every<\/em> surfboard in accordance with ECOBOARD certification<sup>7<\/sup>. Firewire is a high-performance sporting brand; therefore, while the Company aims to produce less toxic surfboards, it strives to maintain the highest level of performance<sup>7<\/sup>. Below is a video of 11-time world surfing champion Kelly Slater using an ECOBOARD<sup>9<\/sup>:<\/p>\n<p><iframe loading=\"lazy\" title=\"Kelly Test Rides the Banana in FST by Greg Webber\" src=\"https:\/\/player.vimeo.com\/video\/164126615?dnt=1&amp;app_id=122963\" width=\"640\" height=\"360\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write\"><\/iframe><\/p>\n<p>The standard poly surfboards today are made in a toxic process using polyurethane foam, polyester resin, and acetone<sup>7,10<\/sup>. In the short-term, Firewire maintains its leadership position in sustainable manufacturing by using bio-resins, sustainably grown timber, 20% recycled foam core, zero acetone, and 50x less volatile organic compounds<sup>7<\/sup>. Per the below, ECOBOARDs produce on average ~30% less CO2<sup>10<\/sup>.<\/p>\n<p><a href=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2017\/11\/ecoboard.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-25006\" src=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2017\/11\/ecoboard-300x171.jpg\" alt=\"\" width=\"701\" height=\"399\" srcset=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2017\/11\/ecoboard-300x171.jpg 300w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2017\/11\/ecoboard-768x438.jpg 768w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2017\/11\/ecoboard-1024x584.jpg 1024w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2017\/11\/ecoboard-600x342.jpg 600w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2017\/11\/ecoboard.jpg 1427w\" sizes=\"auto, (max-width: 701px) 100vw, 701px\" \/><\/a><\/p>\n<p>The Company is also ISO9000 certified, reflecting its repetitive, consistent manufacturing outcomes<sup>7<\/sup>. Over the short-term, Firewire will be rolling out its use of REREZ recyclable epoxy resin in its surfboards<sup>7<\/sup>. REREZ can be removed from its boards with a concentrated vinegar solution and used to produce new products, like surfboard fins<sup>7<\/sup>. In the medium-term, the Company is aiming to achieve ISO140001 certification for environmental management, reach carbon neutrality, achieve zero-waste by 2020, and earn fair trade certification<sup>7<\/sup>.<\/p>\n<p><strong>Next steps<\/strong><\/p>\n<p>In order to further address climate change, Firewire should focus on aspects of its manufacturing process that can further reduce pollution, putting more concrete action steps towards its lofty medium-term goals. First, they should continue to pursue solar options where possible throughout its headquarters and manufacturing facilities<sup>7<\/sup>. The Company should also aggressively pursue additional sponsorships beyond Kelly Slater to further dispel the performance fallacy of the ECOBOARD<sup>7<\/sup>. Firewire should relocate its manufacturing facilities from Asia to reduce transportation emissions per board (see below for CO2 per board)<sup>10<\/sup>.<\/p>\n<p><a href=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2017\/11\/surf-transit.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-25007\" src=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2017\/11\/surf-transit-300x127.jpg\" alt=\"\" width=\"699\" height=\"296\" srcset=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2017\/11\/surf-transit-300x127.jpg 300w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2017\/11\/surf-transit-768x324.jpg 768w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2017\/11\/surf-transit-1024x433.jpg 1024w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2017\/11\/surf-transit-600x253.jpg 600w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2017\/11\/surf-transit.jpg 1354w\" sizes=\"auto, (max-width: 699px) 100vw, 699px\" \/><\/a><\/p>\n<p>The Company should look to find ways to partner with the surf tourism industry, like having the boards at prominent surf hotels and hostels with displays to educate consumers. Firewire should partner with the World Surf League to do advertising and education at events. Today, ~90% of professional surfers still use standard, poly surfboards<sup>7<\/sup>. Firewire should continue to strive for the highest quality and durability of its products to justify higher pricing<sup>7<\/sup>. In doing so, the Company should help smaller manufacturers, who might have a more difficult time justifying the higher costs associated with a sustainable supply chain. Finally, Firewire should consider the role it can play in promoting mental health as a way to further educate consumers on the importance of the sport. Organizations like Operation Surf are proving out the mental health benefits of surfing: the organization\u2019s wounded veteran participants have exhibited decreases in PTSD symptoms by 36%, decreases in depression by 47%, and increases in self-efficacy by 68%<sup>11<\/sup>.<\/p>\n<p><strong>Remaining questions<\/strong><\/p>\n<p>As the surfing world evolves, Firewire should consider the role it will play in surf parks (see below video<sup>12<\/sup>). Should Firewire partner with these organizations to spread the sport? It is tempting for surfboard manufactures to view artificial waves as a force to counteract climate change\u2019s impact on natural breaks.<\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/player.vimeo.com\/video\/168364510?dnt=1&amp;app_id=122963\" width=\"640\" height=\"360\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write\"><\/iframe><\/p>\n<p>&nbsp;<\/p>\n<p>(Words: 799)<\/p>\n<p>(1) National Oceanic and Atmospheric Administration, U.S. Department of Commerce, \u201cHow does climate change affect coral reefs?\u201d <a href=\"https:\/\/oceanservice.noaa.gov\/facts\/coralreef-climate.html\">https:\/\/oceanservice.noaa.gov\/facts\/coralreef-climate.html<\/a>, accessed November 2017.<\/p>\n<p>(2) Gregory Thomas, \u201cSurfonomics quantifies the worth of waves,\u201d <em>Washington Post<\/em>, August 24, 2012, <a href=\"https:\/\/www.washingtonpost.com\/surfonomics-quantifies-the-worth-of-waves\/2012\/08\/23\/86e335ca-ea2c-11e1-a80b-9f898562d010_story.html?utm_term=.1b5af4658958\">https:\/\/www.washingtonpost.com\/surfonomics-quantifies-the-worth-of-waves\/2012\/08\/23\/86e335ca-ea2c-11e1-a80b-9f898562d010_story.html?utm_term=.1b5af4658958<\/a>, accessed November 2017.<\/p>\n<p>(3) Dan R. Reineman, Leif N. Thomas, and Margaret R. Caldwell, \u201cUsing local knowledge to project sea level rise impacts on wave resources in California,\u201d <em>Ocean &amp; Coastal Management<\/em> 138, (March 2017): 181-191. Accessed via ScienceDirect in November 2017.<\/p>\n<p>(4) Paul Kvinta, \u201cSurfonomics 101,\u201d <em>Fortune<\/em>, June 5, 2013, <a href=\"http:\/\/fortune.com\/2013\/06\/05\/surfonomics-101\/\">http:\/\/fortune.com\/2013\/06\/05\/surfonomics-101\/<\/a>, accessed November 2017.<\/p>\n<p>(5) \u201cGlobal Adventure Tourism Market 2016-2020,\u201d Technavio, <a href=\"https:\/\/www.technavio.com\/\">https:\/\/www.technavio.com\/<\/a>, accessed November 2017.<\/p>\n<p>(6) \u201cGlobal Surfboard Market 2016-2020,\u201d Technavio, <a href=\"https:\/\/www.technavio.com\/\">https:\/\/www.technavio.com\/<\/a>, accessed November 2017.<\/p>\n<p>(7) Firewire Surfboards, \u201cSustainability,\u201d <a href=\"https:\/\/firewiresurfboards.com\/sustainability\/\">https:\/\/firewiresurfboards.com\/sustainability\/<\/a>, accessed November 2017.<\/p>\n<p>(8) The ECOBOARD Project, \u201cWe\u2019re All About It,\u201d <a href=\"http:\/\/www.sustainablesurf.org\/ecoboard\/about\/\">http:\/\/www.sustainablesurf.org\/ecoboard\/about\/<\/a>, accessed November 2017.<\/p>\n<p>(9) Slater Designs, \u201cKelly Test Rides the Banana in FST by Greg Webber,\u201d Vimeo, published April 25, 2016, <a href=\"https:\/\/vimeo.com\/164126615\">https:\/\/vimeo.com\/164126615<\/a>, accessed November 2017.<\/p>\n<p>(10) The ECOBOARD Project, \u201cThe ECOBOARD lifecycle study,\u201d <a href=\"http:\/\/www.sustainablesurf.org\/ecoboard\/lifecycle-study\/\">http:\/\/www.sustainablesurf.org\/ecoboard\/lifecycle-study\/<\/a>, accessed November 2017.<\/p>\n<p>(11) Amazing Surf Adventures, \u201cOperation Surf,\u201d <a href=\"http:\/\/amazingsurfadventures.org\/programs\/operation-surf\/\">http:\/\/amazingsurfadventures.org\/programs\/operation-surf\/<\/a>, accessed November 2017.<\/p>\n<p>(12) Kelly Slater Wave Co, \u201cLooking into the Future,\u201d Vimeo, published May 27, 2016, <a href=\"https:\/\/vimeo.com\/168364510\">https:\/\/vimeo.com\/168364510<\/a>, accessed November 2017.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Passion can be a powerful tool for change, and surfers have a strong incentive to protect their sport&#8230;<\/p>\n","protected":false},"author":9874,"featured_media":25056,"comment_status":"open","ping_status":"closed","template":"","categories":[1218,3629,3907,3906],"class_list":["post-25055","hck-submission","type-hck-submission","status-publish","has-post-thumbnail","hentry","category-climate-change","category-climate-change-and-supply-chains","category-surfboards","category-surfing","hck-taxonomy-organization-firewire-surfboards","hck-taxonomy-industry-sports","hck-taxonomy-country-united-states"],"connected_submission_link":"https:\/\/d3.harvard.edu\/platform-rctom\/assignment\/rc-tom-challenge-2017\/","yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Leading by example: Firewire Surfboards &amp; 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