Welcome back to another edition of The Goods — the newsletter covering the intersection of social good and strategic communications.
As we mark World Water Day on Sunday, we’re reminded of the power of collective action to protect one of our most vital resources—and of the many leaders working every day to drive meaningful change. In this edition, we continue spotlighting impact-driven voices, sharing one more interview with a great changemaker and offering actionable tips around storytelling for good, change management, and adaptable communications strategies.
This issue, we’re featuring Chad Nelsen, Chief Executive Officer of the Surfrider Foundation, where he leads the world’s largest grassroots network dedicated to the protection and enjoyment of the world’s oceans, waves, and beaches through coastal recreation with conservation efforts. Chad takes us through his strategies for effective climate change mitigation messaging, the benefits of fostering strategic corporate partnerships, and more.
Read our full interview with Chad Nelsen:
The Goods: You’ve had a storied career in ocean conservation and activism. Is there anything you’d like to share about your career journey that might serve as inspiration for others finding their professional path?
Chad Nelsen: LinkedIn is like the Instagram of résumés — everything looks perfect and linear, but the reality is much messier. Even though I’ve spent most of my career in one place, it hasn’t been a straight line. You take risks, learn as you go, and make mistakes. I encourage people to experiment early — internships are a great way to explore different paths and discover what you love.
I also consider myself a lifelong learner. I made the questionable decision to go back for my doctorate while working full-time and raising young kids, but it was worth it. It set me apart in a crowded field and ultimately helped me become CEO of Surfrider.
And maybe most importantly, I’m passionate about what I do. I love this work, and that passion makes the challenges worthwhile.
The Goods: How has your doctorate changed your approach to your work or how you collaborate with others in the scientific and conservation community?
Chad Nelsen: Earning my doctorate built my expertise in “surfonomics” — studying the economic value of surfing and coastal tourism. More broadly, it taught me how to think scientifically: how to assess the validity of research and approach problems methodically.
It also gave me a deeper appreciation for science itself. We live in an era where “doing my own research” often means misunderstanding how rigorous real research is. I gained respect for that process and the people doing it.
The Goods: Your work is more important than ever as federal environmental protections are being challenged. How are you adapting your strategies and tactics to meet the current moment?
Chad Nelsen: When Trump was reelected, we knew it would be bad for the environment — and it’s been worse than expected. From budget cuts to the EPA and NOAA to denying climate science outright, the damage has been deep.
At Surfrider, we recognized that chaos and distraction were part of the strategy, so we focused our efforts on three priorities:
- Stopping offshore drilling
- Defending key federal agencies and environmental laws like the Clean Water Act
- Protecting federally designated marine areas like the Chumash National Marine Sanctuary and the Northwest Hawaiian Islands
We stay focused to remain effective.
We’ve also learned to communicate carefully. Instead of ideological statements, we focus on describing real-world impacts — it’s more persuasive and helps avoid political polarization.
The Goods: You’ve had great success mobilizing communities. What’s the “secret sauce” for engaging people across different generations and political backgrounds?
Chad Nelsen: Most people want climate action, clean water, and healthy beaches. Recreation is a powerful unifier — everyone enjoys the coast, regardless of politics. For example, when Florida’s governor proposed selling off coastal parks for development, both parties opposed it.
The challenge is civic engagement. If 80% of Americans want something and the government isn’t acting, that’s partly on us to advocate better. That motivates our work.
We’ve found that local action drives real change. Influencing Congress can be daunting, but state and local wins build momentum. Our volunteerism is up 10% this year because people are frustrated and want to help. Whether it’s cleaning beaches or reducing plastics, Surfrider gives them a tangible way to make a difference.
The Goods: How is Surfrider measuring success right now, particularly in your policy work?
Chad Nelsen: In today’s climate, defending what we already have counts as a win. We measure success through what we call “coastal victories” — laws, policies, or lawsuits that protect the coast.
We passed 16 state laws last year alone. States are stepping up where federal leadership is lacking. Virginia, for example, banned polystyrene foam, a major source of plastic pollution. States like California, Maine and Washington are adopting “extended producer responsibility” laws, requiring manufacturers to manage the lifecycle of their products.
This circular economy approach — making producers responsible for waste — is the holy grail for solving plastic pollution. Even in red states, we’re seeing progress. Florida, for instance, has increased funding for mangroves and reduced balloon releases because they see the economic value of clean coasts. That gives me hope.
The Goods: Does Surfrider tailor its messaging differently in blue vs. red states?
Chad Nelsen: Absolutely. Language matters. In California, we can talk about climate change. In Florida, we focus on flooding — because that reality is undeniable to the local community.
Coastal tourism drives 60–70% of many local economies, so talking about jobs and recreation resonates across party lines. Coastal tourism is 12 times larger than the oil and gas industry in the U.S., so for coastal towns, the smarter long-term investment is clean beaches, not drilling.
The Goods: What role do corporate sponsors play in Surfrider’s mission? What do you think the future of corporate social responsibility looks like?
Chad Nelsen: Corporate partnerships make up about 14% of our revenue — a significant share for a conservation nonprofit. Our strong, visible brand attracts partners who want authentic alignment.
Partnerships like the one with Reef Sandals are great examples — they have millions of followers, and their support gives us visibility while boosting their own consumer sentiment. Long-term commitments like that work far better than one-off Earth Day promotions. Consumers see through performative efforts.
We also engage company employees through cleanups and learning sessions, which has huge morale benefits. We’ve collaborated with brands like Dip, a plastic-free shampoo company, and Alaska Airlines, which is working to eliminate plastic on flights. These partnerships prove that sustainability and business success can go hand in hand.
The Goods: What inspires you to keep fighting for ocean and environmental protection — professionally and personally?
Chad Nelsen: I’m a beach kid and a surfer — the ocean has shaped my life. Being able to give back to it through my career is a dream come true.
I’m also constantly inspired by our volunteers. We’re a volunteer-driven organization with around 100,000 people engaged annually. Recently, I was in Hawaii working with 60 volunteers who gave up a beautiful weekend to learn how to be better advocates. Their passion keeps me hopeful. Even in dark times, seeing people work to make the world better reminds me why we do this.
The Goods: What resources would you encourage people to check out if they want to learn more?
Chad Nelsen: Everything’s at surfrider.org. You can join our 50,000-member program or participate in one of our 3,000 annual volunteer events. I also recommend exploring our list of 600 Ocean Friendly Restaurants that are plastic-free and sustainability-driven.
The Goods: What’s the best place you’ve ever surfed — and what’s on your bucket list?
Chad Nelsen: One of my favorite spots is the Oaxacan coast of southern Mexico — beautiful geography, perfect waves, and amazing people. The Maldives is at the top of my bucket list — remote, stunning, and unlike anywhere else.
The Goods: What’s your must-have beach accessory?
Chad Nelsen: Sun-protective gear for sure. There’s been a revolution in surf apparel that keeps you protected without having to coat your entire body in sunscreen. I never surf without my long-sleeve, hooded rash guard now.
The Goods: Who is the surfer or conservation leader you find most influential?
Chad Nelsen: Yvon Chouinard, Patagonia’s founder. Most know him as a climber, but he’s also an avid surfer and a visionary conservationist. His leadership has been incredibly inspiring.