From Green Storytelling to Blue Storydoing
From telling stories to shaping a new one.
By Xavier Rubio Franch.
A few years ago, I introduced the idea of Green Storydoing—an approach that shifted how brands talked about sustainability. It wasn’t just about telling a story anymore; it was about proving it with real, tangible actions that made people’s lives better while also inspiring them. Concepts like reforestation, solar energy, and the circular economy managed to find their way into consumers’ daily lives. Yet one vital realm has remained hidden in the deepest blue: the oceans.
As I write this from Florida’s Space Coast—after catching some of Hurricane Erin’s wild waves—I can’t help but recall National Geographic’s OCEANS documentary, released last June 8 on World Oceans Day, featuring voices like Sir David Attenborough and Dr. Enric Sala. Sir David’s words have been echoing in my mind ever since:
“We humans have explored the land, even the Moon and other planets… yet the oceans remain unknown to us. We know the first few kilometers of coastline, but the depths are still a mystery.”
That thought set the stage for the next step forward in this journey: Blue Storydoing. A strategy that bridges the Blue Economy with the power of building tangible narratives and aspirational experiences—bringing ocean-driven, sustainable projects closer to everyday people.
From green to blue
Green Storydoing showed us that words only become credible when they transform into actions—visible, inspiring, and real. Oceans, covering more than 70% of our planet, are central to life on Earth. If they were a country, the WWF notes, they would rank as the world’s seventh-largest economy. And yet, for most consumers, the ocean remains invisible.
The Blue Economy is already full of high-impact solutions: from marine energy to plastic cleanup, from sustainable fisheries to responsible coastal tourism. But outside of expert circles, few people ever hear about them.
This is where Blue Storydoing comes in: a framework designed to give these initiatives credibility, visibility, sustainability, and engagement.
From invisible projects to change-makers
The ocean is brimming with inspiring initiatives that lack one key ingredient: a story that connects them with people. Without it, they remain unseen. Blue Storydoing is that narrative and experiential bridge—linking ocean startups, coastal communities, research centers, NGOs, purpose-driven brands, and even governments seeking to showcase their commitments to the sea.
A new narrative to protect our oceans
Green Storydoing marked a turning point in how we tell the story of sustainability. Now, we take the vision further—out into the ocean, our most precious resource.
The ocean regulates climate, sustains biodiversity, underpins food security, and drives the global economy. It is a living identity essential to the survival and flourishing of all life on Earth. Through Blue Storydoing, we don’t just tell the story of the ocean—we create it. That’s the real challenge.
Long live Blue Storydoing.
From green to blue: the new frontier of sustainability. Xavier Rubio Franch introduces a narrative framework to transform ocean innovation into vivid experiences capable of inspiring and mobilizing society.
