Nature is our business, our future, our life

Statement for an ambitious EU Nature Restoration Law

Martina Russo, CEO & founder

28 April 2023

Biodiversity decline and the climate crisis put human livelihoods and the foundations for our economic activities at risk. In the EU alone, 81% of habitats are in poor status, with 1 in 3 bee and butterfly species in decline. This can’t go on.

For that reason, we have joined a group of forward-thinking businesses calling for the urgent adoption of an ambitious and legally-binding EU Nature Restoration Law.

Our business simply can’t function without healthy nature. To bend the curve of biodiversity decline and advancing climate change, protecting Europe’s remaining natural places isn’t sufficient. Large-scale nature restoration is necessary to secure healthy and resilient ecosystems that our operations depend on.

The EU Restore Nature Law is a generation’s opportunity to tackle the climate and biodiversity crises and to guarantee the long-term sustainability and viability of our societies and economies. We have to make that happen!

The first of its kind, the nature restoration law calls for binding targets to restore degraded ecosystems – especially those with the most potential to capture and store carbon and prevent and reduce the impact of natural disasters.

It’s not too late to turn the tide, but we must act now.

Every 1 euro invested into nature restoration adds €8 to €38 in benefits. Plus, restoring essential habitats like wetlands, rivers, grasslands and marine ecosystems can help boost biodiversity, pollinate crops, protect us from floods, clean our water and air, prevent natural disasters and improve food security. It can also limit global warming to 1.5°C.

Preserving the environment is critical to what we at The Action Sports Translator and the companies we work with do. So much so, we became a full member of the European Outdoor Conservation Association (EOCA) in 2022, joining a group of businesses in the European outdoor industry to raise funds to put directly into conservation projects around the world. Our CEO is also the co-founder of Protect Our Winters Italy, a non-profit organization that offers sports enthusiasts the platform to protect the places they love.

Over half of global GDP depends on nature and the services it provides. We can’t miss this chance to recover our degraded ecosystems.

Find out more about the EU Nature Restoration Law and what we hope to achieve over on their website and read our industry statement here.

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Martina is the CEO and founder at The Action Sports Translator. After starting her career in marketing translation in 2010, she has been recognized as a Localization industry influencer multiple years in a row and has been working with some of the world's most exciting brands to bring multilingual marketing campaigns to life.

Co-founder and localization manager at Protect Our Winters Italy, she founded The Action Sports Translator to provide outdoor brands with a sports translation service that truly gets them. When she isn’t working, you can usually find her climbing a mountain or snowboarding down the other side.

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