"Let´s Go Beyond": The Group Beneteau Quest for Sustainability within the Boating Industry

In the aftermath of the second world war, fiberglass boats appeared to change the boating industry, allowing for economic growth of the market players and an improved consumer experience. Through crises and recessions, the industry has grown in the last two decades, as recreation boating-related activities are becoming more and more popular and millennial and post-millennial generations are turning to a future outdoors, after a worldwide pandemic that brought lockdowns and loss of freedom. Pioneering since the 20th century, Group Beneteau has made the right gamble and became one of the industry key players. Following a past of ups and downs, highs and lows, expansion and recession, Group Beneteau is now worth more than a billion dollar, employing more than 7600 employees over six different countries and producing 180 different boat models, making it one of the top three largest companies in the recreational boating industry. In a never-ending developing world, the company has been able to anticipate a future of sustainability mindsets to lead the path for a more environmentally friendly industry which keeps falling short of its objectives, as production processes and materials pollute and produce a level of waste well beyond acceptable.