There is the world as it is, and the world as it should be. At Azul, we’ve been working every day to close that gap – bringing to life a vision of conservation that centers people, culture, and justice. We are a Latina-led ocean justice organization, and our mission is rooted in an unshakeable belief: our communities belong in the fight for our ocean and our planet’s future. 

When I founded Azul in 2011, there were almost no spaces in the ocean conservation movement where Latino communities were centered, let alone uplifted. For too long, ocean conservation in the U.S. has failed to reflect the vibrant and diverse communities most hurt by pollution, climate change, and environmental injustices. I wanted to change that. I wanted to build something that didn’t just include Latino communities as an afterthought but places us at the heart of ocean advocacy. 

Azul has now grown into a powerful agent for change, transforming how the ocean conservation field engages with Latino communities and how we show up for the ocean. We approach our work through a culturally fluent, people-powered lens, ensuring that our campaigns, collaborations, and communications reflect the communities we live in and serve. 

Deja El Plástico, one of the earliest and most iconic campaigns, is a perfect example. We launched the campaign to fight against single-use plastic, which disproportionately hurts communities of color. Our messaging and graphics – rooted in Latino identity and storytelling – resonated with communities across the state and helped build a powerful movement. Despite being outspent by nearly $5 million, Californians knew better and voted Yes on Prop 67 to ban plastic bags in the state. Azul's organizing and advocacy only continued to grow from that legacy win. In 2024, after more work from advocates, legislators passed a bill to close an existing loophole and finally ban plastic bags from grocery stores in California. We may have been outspent, but we were never out-hustled.  

We’ve continued that momentum by exploring new ways to connect Latino communities to ocean policy. During the COVID-19 pandemic, we launched En El Mar, a full-length album embracing the rich beauty of quintessential Spanish-language songs inspired by the ocean. It was created by musicians of color from across the globe to honor the vibrance, complexity, and vitality of Latino heritage with songs representing a geographically diverse range of Latin American cultures, including Cuba, Mexico, Nicaragua, Costa Rica, Colombia, and Puerto Rico. The album sparks feelings I wish were experienced in the conservation space, more hopeful, soulful, and joyful. We knew that we had to lead with a connection to engage communities in federal policy campaigns like 30x30 – the goal of protecting 30% of our planet’s land and waters by 2030. Music is one of the most powerful tools we could offer. 

But storytelling is only part of the work. We also need policy change, and this  requires leadership. That’s why we created the Azul Rising Leaders Initiative, a dynamic multigenerational leadership development program for Latino advocates who want to become ocean champions. Now entering its third year, the program offers skills-building, mentorship, and community to advocates looking to take the next step in their journey. 

Our work also extends to research and data. In 2022 and again in 2024, Azul commissioned the first-ever Azul National Poll on Latinos and  the Ocean to measure Latino support for ocean policy. What we found wasn’t surprising, but it was groundbreaking: Latino communities overwhelmingly support stronger protections for our ocean, coasts, and communities. The data dispelled long-standing myths about our communities' interest in environmental issues and provided critical insight for policymakers and advocates alike. 

In 2016, Azul helped pass California’s AB 2616, a groundbreaking bill that required the California Coastal Commission to consider environmental justice in its decisions. The bill also mandates the appointment of an Environmental Justice Commissioner, creating a formal place for underrepresented voices in coastal governance. It was not just a policy win, it was a community win. It validated what we’ve known all along: People matter. Communities matter.

Many of us come from traditions of environmental stewardship, practices passed down through generations. What we need are pathways to leadership and resources to scale our impact. 

Azul’s approach is guided by a simple, radical idea: We must protect nature with people, not from them. We do this through community-building, leadership development, and policy, but we also do it through care. Movements grow when people feel seen, supported, and valued. 

What began as an idea – a dream that Latino communities could lead ocean work with joy and authenticity – has become a vibrant movement. 

To students, young professionals, and educators reading this: You belong here. The ocean needs you. And at Azul, we’re building a future where your voice not only matters – it leads.

We do not have to wait to build a better world. We are building it now. 

About the author

Marcela Gutiérrez-Graudiņš is an award-winning global ocean justice leader committed to reimagining power, policy, and leadership in climate justice. Founder and Executive Director of Azul, an innovative movement and global network of Latino leaders committed to galvanizing the climate justice field to boldly push for policies that serve the people. Marce’s work has reimagined environmental conservation policies to place care for people at the center and transformed justice-driven ocean policies locally and internationally.