Xavier Rubio Franch
Xavier Rubio Franch
Creator of Green Storydoing and Blue Storydoing, Founder & CEO of Old Surfer, creator of The Ocean Connections, President of the Foundation for Sustainable Consumption.
Connecting change leaders is what drives change.
Xavier Rubio Franch is the CEO and founder of Old Surfer, a change agency specialized in connecting sustainability with companies, institutions, and brands, with a very clear goal: moving from storytelling to storydoing.
He is also the President of the Foundation for Sustainable Consumption, a US-based foundation working to drive sustainable behavioral change among consumers.
But above all, he is a surfer, and he knows better than anyone that no two waves are the same. That’s why his daughter is named Ona (which means wave in Catalan). Thanks to that deep connection with the ocean, he lives in Miami and works with clients around the world, because, as he says, if you understand the oceans, you understand the world.
Xavier and Old Surfer are part of The Ocean Connections: leaders of sustainable change within the world’s first global community in action for the oceans.
1. The concept of Blue Storydoing is beginning to emerge as a new narrative in sustainability. What does it mean to you, and why is it emerging right now?
For me, Blue Storydoing is a natural evolution of Green Storydoing: moving from telling sustainability to living it, this time with a focus on the oceans. It emerges from the urgency to connect real Blue Economy projects with tangible narratives that inspire, integrate, and activate communities. There is an entire wave of ocean innovation that remains invisible; Blue Storydoing aims to change that.
Green Storydoing marked a turning point in how sustainability is communicated, with a narrative that is credible, aspirational, and connected to data and consumers. Now is the time to introduce a new narrative framework that transforms ocean innovation into lived experiences capable of inspiring and mobilizing society.
2.What role does The Ocean Connections play within this new narrative framework?
The Ocean Connections is a content platform designed to amplify these blue actions. It is a space where projects that regenerate, clean, or transform the ocean find voice, visibility, and credibility. It is not just communication; it is a bridge between action, narrative, community, and the Blue Economy.
It is a platform that brings together science and storytelling. We aim to build a space where actions become living narratives.
3. From Green Storydoing to the ocean: what learnings do you take with you to apply in this new approach?
We created Green Storydoing to turn promises into actions, because without actions there are no stories. We learned that without transparency or real backing, words lose their power. In this new stage, applied to the ocean, every story must be built on verifiable actions, real collaborations —such as partnerships with recognized institutions— and a clear message that mobilizes people.
What we did was move from storytelling to storydoing.
4. Blue innovation exists, but it is rarely seen. What are the main challenges and opportunities to give it visibility?
The main challenge is overcoming lack of awareness: few people see what happens beneath the surface, and the narratives are often highly technical and difficult to understand. But that is precisely where the opportunity lies: bringing these stories to the forefront can inspire, mobilize, and accelerate change. When people “see, understand, and connect” with action, they become participants and ambassadors of change.
For years, we have been talking about sustainability from a land-based perspective, forgetting that 70% of the planet is ocean. Life is there too, and within that blue lies the future of humanity.
Another key factor is the ocean’s potential within the global economy. According to WWF, if the ocean were a country, it would be the seventh largest economy in the world. And all of this is happening while we remain unaware of what takes place just a few kilometers off our coasts.
5. How does the impact of Blue Storydoing translate into real sustainability?
The ocean plays a fundamental role in defending against climate change and sustaining life on Earth. But the impact goes beyond the environment: it also involves social and economic transformation.
True sustainability requires narrative, community, and action. Blue Storydoing connects all of these: credibility, visibility, engagement, and sustainability, the four pillars that enable real projects to scale.
6. Leading this vision also implies a personal connection. What inspires you to do it?
I have lived with the ocean all my life. I am a surfer, and for me the ocean is both a source of inspiration and a voice that needs to be heard. My commitment comes from that connection: no two waves are the same, and every initiative that transforms the ocean deserves to be told, lived, and shared.
7. We are talking about a broad ecosystem. What kind of projects can be part of The Ocean Connections?
A wide range of projects: from startups cleaning microplastics or creating recycled materials, to regenerative fishing initiatives, scientists from National Geographic, foundations using surf to reconnect children with autism, renewable marine energy, responsible blue tourism, NBA players who want to protect the oceans, Michelin-starred chefs, movements aiming to transform industries, musicians working to protect the Mediterranean (the most polluted sea in the world), and regenerative coastal communities.
If they drive real action from the ocean, they belong on this platform, and we help them tell their stories through Blue Storydoing.
8. To close, what message would you leave to those who want to join this blue network?
This narrative is a collective call: without blue, there is no green. If we want a sustainable future, we must connect with the oceans, amplify their stories, and live sustainability from the sea.
The Ocean Connections is the space where these actions turn into movement.
