Consume, dispose, consume. Bizarre. Bad stuff comes cheap and the good stuff costs more. If you want something that will not pollute the planet, pay more........

The more we meddle, the less it costs. How does that work? The reality is, it costs the earth. Literally.

Reflecting into the surf industry you can see the same disparities. The few "eco" boards available cost more than your average board. Organic tee shirts are cost inflated compared to the expensive toxic ones.

Simply, this is due to economies of scale, cost benefits and profit margins. What are the true cost benefits? When we look at costs, is this just the financial cost? What about the social and environmental cost of a product, a board, a tee shirt, a business....

Watching the surf industry over the last 20 years, it is encouraging to see some companies addressing this issue and starting to look at reinventing their accounting methods to take into account the " triple bottom line".

Consumers need to lead with their actions.

Surfing needn't cost the Earth.