Rolex and CNN Collaborate on Sustainability Initiative

Rolex’s Perpetual Planet Initiative has teamed up with CNN to enhance awareness and education surrounding critical sustainability issues, particularly focusing on the alarming plastic pollution entering the oceans. The Motagua River in Guatemala, the country’s longest river, is a significant contributor, with an estimated 40 million pounds of trash flowing into the ocean annually, accounting for about 2% of global oceanic plastic waste. In response to this environmental crisis, 4ocean, founded in 2017 by Alex Schulze and Andrew Cooper, has been actively working to combat ocean pollution. The organization collects waste from oceans, rivers, and coastlines, transforming it into various products, including bracelets and building materials. Their innovative boom system is designed to capture debris in the Motagua River before it reaches the ocean, with a focus on protecting local wildlife. Kevin Kuhlow, 4ocean’s country manager for Guatemala, expressed hope that their efforts will significantly reduce the trash entering the ocean during the rainy season. The initiative not only aims to mitigate environmental damage but also supports local communities by employing residents in cleanup efforts. Employees like Cristina Ramírez have reported a positive shift in community attitudes towards environmental stewardship. 4ocean is not alone in this endeavor; it has announced plans to deploy additional interceptors in the Motagua basin. Furthermore, the formation of the Alliance for the Motagua River, comprising various local and international organizations, aims to restore and clean the river basin, highlighting a collective commitment to addressing plastic pollution.