Innovation

Traditionally, the two main components used to manufacture a surfboard is the core and the resin. The core normally consists of a Polyurethane (PU) or a Polystyrene (EPS) core. This is then wrapped in fiberglass cloth and petroleum-based resin applied to seal the board (Schultz, 2009; Borne, 2017). Airush’s innovation lies within the core and the resin they apply to their boards. Firstly, Airush has chosen to use an EPS core instead of a PU core; this is due to the EPS core being easily recyclable (Borne, 2017). Additionally, the EPS core is typically lighter, allowing Airush to wrap their boards in a bamboo skin, increasing the lifespan and strength of the board resulting in a reduction of waste over the lifetime of the product (Airush, 2018; Borne, 2017; Stone, 2008). Studies have shown that the polyurethane resin accounts for a substantial portion of the carbon footprint of a surfboard, as the petroleum-based resin is highly toxic to the environment (Schultz, 2009). To combat this, C. Thomson (personal communication July 21, 2018) points out that “Airush successfully swapped to a bio-resin in 2017, which is 33% plant based, significantly reducing its toxicity and environmental impact,” adding that “Airush is committed to continuing to find more sustainable resources for our products without compromising the performance of our brand”. A combination of these materials has reduced the carbon footprint of their boards significantly, furthering Airush’s goal of becoming an extremely carbon positive company (Airush, 2018).

Inspiration

When asked about the inspiration for this innovation, C. Thomson (personal communication July 21, 2018) said, “The inspiration for this innovation came from the sport itself, through the love of the sport and the continual exploration of new kite and surf locations, we were able to see first-hand the decline in environment around us” adding that “It was a collective decision to help protect and reverse the decline in the overall environmental health of our planet”. Kiteboarding is a sport powered by wind and enjoyed in the outdoors; to Airush it made sense that kiteboarding and sustainable practices go hand in hand. As a result, Airush has become a major advocate for sustainable practices and innovation within their industry. As their product range and their surfboards having the highest emissions it was naturally a good starting point to reduce the emissions and the impact Airush was having on the environment around them.

Overall impact

The overall impact of Airush’s innovation is that the boards they produce have a much lower carbon footprint than before. Additionally, through the use of EPS cores and Bio-resins it has increased the lifespan of the product, this means customers will use their boards for a longer period of time, promoting responsible consumption. C. Thomson (personal communication July 21, 2018) adds “Our AMO II uses 64KG CO2 from cradle-to-gate and that includes the emissions from making the raw materials, waste, energy, packaging and shipping” (please refer to Figure A). This is a significant reduction from some earlier surfboard models. Furthermore, this innovation also paves the way for other brands in the same industry to follow suit, resulting in more companies investing and implementing sustainable products into their inventory. It shows that it is possible to employ and use sustainable materials in a product and maintain the same quality and performance.

Business benefit

Airush’s innovation benefits them both economically and reputationally, helping them to achieve their goals as a company. Studies have shown that people are less price sensitive when it comes to purchasing sustainable products (Laroche, Bergeron, Barbaro-Forleo, 2001; Unilever, 2017), thus, benefiting Airush economically. Additionally, Airush also benefits from this innovation reputationally as potential employees are more likely to work for a company that shares the same social and environmental value as them (Millennial employee engagement study, 2016). Besides, financial and reputational benefits, this innovation also helps Airush achieve their own goal of becoming an extremely carbon positive company and influencing others in the industry to follow suit.

Social and environmental benefit

This innovation benefits both society and the environment. It benefits society by giving consumers a more environmentally friendly option for people to choose to enjoy their sport, thus, promoting health and well-being. Furthermore, Airush has shown other businesses in their industry that it is possible to create a greener product, and with businesses more likely to adopt projects that are more sustainable (Smith, 2017; Jomer, 2017), it is likely that we will see more innovations within the industry as a result. In regard to the UN’s Sustainable development goals (SGDs), this innovation helps promote good health and well-being (Goal 3) as well as responsible consumption and production (Goal 12).

The environment will see the most benefits from this product. The three UN SDG goals that this innovation will have the biggest influence on are:

• Goal 13: Climate Action

• Goal 14: Life Below Water

• Goal 15: Life on Land

Interview

Cheree Thomson, Marketing