Life’s a Beach (Clean)

Making Beach Cleans the Norm: How We Can Inspire Action

Imagine if picking up rubbish was as normal as waxing your board before a surf. Imagine if every surf vlog, every beach session, and every brand in the industry made looking after our playground second nature. That’s the world we should be aiming for—a culture where leaving the beach cleaner than we found it is just what we do. No big deal, no pat on the back, just the norm.

Why me? What difference can I make?

If you surf, you’ve seen it—plastic bottles on the tide line , snack wrappers tangled in seaweed, ghost nets drifting under the surface. It’s easy to get frustrated. But frustration alone doesn’t change anything—action does. And action is contagious.

We don’t need grand gestures; we need small, consistent habits. And that starts with the people who already care about the ocean—you, me, and the brands, influencers, and communities we’re part of. There are an estimated 500,000 surfers in the UK alone and 35 Million globally! That's some big numbers and numbers that can make a BIG difference!

How Do We Make It Happen?

1. Surf YouTubers: A Quick Clean-up in Every Vlog

Surfers love watching other surfers. YouTube is packed with daily surf vlogs, from pros chasing swells to locals documenting their home breaks. Imagine if, before or after every session, they spent just one minute picking up trash and showing it on camera. That’s all—one minute. No lectures, no “look at me being a hero,” just a normal, everyday thing.

When something becomes normal, people copy it. If picking up rubbish is part of the surf culture we consume, it becomes part of how we behave.

YouTube channels that can and do lead the charge:

Beefs TV already does this brilliantly, and it’s what inspired me to write this blog. One moment, you’re watching epic surfers charging jaw-dropping wedges; the next, they’re casually scooping up litter and tossing it in the bin—no fuss, no lectures, just action. It’s proof that making a difference doesn’t have to be complicated—just do it.

Ben Gravy is known for chasing and surfing the most bizarre novelty waves around the world, but he’s not just doing it for the dream—he’s also about impact and inspiring others. In one episode, he even turned ocean plastic into a sculpture, proving that creativity isn’t just for art—it’s a powerful way to inspire action.

How about some of the other biggest YouTubers in surfing, like Jamie O’Brien, Nathan Florence? With their massive followings, imagine the impact if they made picking up ocean plastic as normal as pulling into barrels or hunting down mutant slabs?

Maybe you have some favourites that already do this?

But don’t forget your local legends—smaller channels focused on UK surfing, cold water adventures, and grassroots surf communities.

2. Surf Brands: More Than Just Selling Boards, Wetsuits and Apparel

Sustainable wetsuits and eco surfboards are great, but what if brands went beyond products and influenced behaviour?

Staff beach clean policies – Big brands could lead by giving their employees an hour a week to do a quick beach clean. It’s team building and good for both the planet and people.

Do you already work for a forward thinking and positive brand?

Customer involvement – A simple message: “Tag us in your beach cleans, and we’ll feature you.” Imagine brands like Patagonia, Rip Curl, or Billabong celebrating their customers for caring, not just for what they wear.

3. Local Surf Shops & Schools: The Community Connection

Surf schools and rental shops see thousands of people every season, many of them totally new to surfing. If every lesson ended with a “grab three pieces of trash” moment, that’s a habit planted in every beginner. A simple, subtle way to make sure that from day one, surfers learn that looking after the ocean is just part of the deal.

Are you a surf school or shop that actively does their bit already?

4. Make It Fun, Not Preachy

Nobody likes being told off. But everyone likes a challenge, a laugh, or a bit of friendly competition. How about a pre surf warmup? Or fastest to five pieces? Winner takes bragging rights!

Instagram Challenges – Brands, influencers, and everyday surfers posting their “One Minute Clean-up” clips.

It Starts With Us

We don’t need to wait for big brands or influencers to lead the way. Every surf session or visit to the beach is an opportunity. Every post, every story, every tiny action makes it more normal.

So next time you are down the beach, grab a few bits of rubbish before you leave. Post about it, talk about it, make it look as natural as checking the forecast before a session or blasting your car heaters to thaw out after!

If enough of us do it, soon enough, it will be normal. And that’s the kind of surfing culture we should be aiming for.

Life’s a Beach (Clean). Live It!