Hyundai turns ocean conservation into a branding and data play

Hyundai is naming underwater “sea forests” as part of a global Earth Month campaign aimed at drawing attention to marine ecosystems that largely go unnoticed.

The ‘Forests Without Names’ initiative spans Korea, Argentina and Australia, with the final Australian site to be named through a public vote across Hyundai’s social channels and campaign platform.

Sea forests, made up of kelp and seaweed, play a role in supporting biodiversity and absorbing carbon, but many have no formal identity, limiting their visibility and protection. Hyundai’s campaign attempts to address that by giving them names and placing them on a dedicated map it plans to expand onto broader platforms.

The move also leans into participation, with Hyundai inviting the public to take part in naming the Australian site, while working with local NGOs and community groups to shortlist options.

Hyundai has been committed to forest conservation across both terrestrial and marine ecosystems, the company said in a statement, adding that the 'Forests Without Names' campaign hopes to shed light on sea forests and their ecological value.

"We will continue to advance our sustainability efforts in pursuit of a more environmentally responsible future.”

Hyundai said the campaign builds on earlier sustainability work, including seaweed forest restoration projects in Korea and marine waste clean-up efforts across 10 countries.