How Andi Cross Drives Global Impact through Her Businesses: WILDPALM & Edges of Earth

Andi Cross, a seasoned professional with over 15 years of corporate experience, is the founder of WILDPALM, an impact consultancy dedicated to aiding mission-driven startups, scaleups, and enterprise businesses in amplifying their positive impact. Simultaneously, while running the consulting business, Andi and her team—Adam Moore (Head of Operations, Logistics & Safety) and Marla Tomorug (Creative Director & Head of Content)—have embarked on a two-year global expedition called Edges of Earth, fueled by their passion for scuba, freediving and surfing.

This ambitious initiative, which is fully funded by WILDPALM, aims to spotlight ocean nonprofits, ecotourism operators, dive professionals, scientists, researchers, mission-led businesses, as well as local and indigenous community leaders sharing their often-overlooked stories of ocean conservation and discovery. By being in the field, the team is better equipped to help businesses interested in contributing to the sustainability narrative, as they are living the impacts of the climate crisis first hand—all while being able to support on-ground ocean champions in sharing their impact with the world.

WILDPALM: Elevating Impact-Driven Businesses

Since its inception in September 2018, WILDPALM has worked with over 50 businesses and brands committed to world betterment, providing guidance to enhance their impact strategies. The consultancy focuses on helping organizations communicate their visions, missions and sustainability goals effectively, demonstrating the tangible benefits of their offering to a broader audience. This approach not only bolsters the credibility of these enterprises but also fosters a greater public understanding of their contributions to societal and environmental well-being.

Cross’s background includes roles at prominent New York agencies such as Huge, Inc and Ogilvy & Mather. She has worked alongside leading brands such as Victoria’s Secret, Rolls-Royce Motor Cars, Intercontinental Hotels Group, Las Vegas Sands Corp, Coca-Cola, Fanta, Seagram’s Ginger Ale, among others, throughout her time in corporate America. Her innovative approach to advertising earned her a spot on Business Insider’s list of top 35 Rising Stars of Madison Avenue. Her transition from traditional advertising while at Ogilvy & Mather, to digital and design while at Huge, Inc, to focusing on impact strategy through her consulting business, underscores her commitment to leveraging business as a force for good.

Cross has been working alongside the New-York based Venture Studio, H/L Ventures, since 2018 as Brand Strategist in Residence. H/L Ventures helps “mission-driven founders build inspiring, valuable companies from inception to exit.” Since its founding in 2009, H/L Ventures has been at the forefront of building companies in new and innovative ways—and has been one of the first studios to include social impact in its investment thesis. Cross has worked with many of the studio’s portfolio companies to build brand strategies and help the companies launch.

Edges of Earth: A Journey to the World’s Most Remote and Interesting Places

Edges of Earth is a testament to Cross’s vision of combining her professional expertise with her passion for the ocean. With WILDPALM acting as the funding vehicle, the expedition, which began in June 2023, is designed to uncover and share positive ocean stories from the most remote and interesting corners of the globe. By living and working alongside local partners, Cross, Moore and Tomorug aim to bring attention to the often unseen and unheard efforts of those dedicated to ocean conservation, science, discovery and sustainability.

The expedition serves multiple purposes: it documents and shares success stories about the ocean, provides a platform for local communities and organizations to gain visibility, and fosters collaboration between diverse stakeholders that otherwise would not have the chance to collaborate and work together. By highlighting these positive narratives, Edges of Earth seeks to inspire action and support for the partners they meet along the way. And the expedition is keeping this field team informed on climate solutions, enabling them to apply this knowledge to their consulting work.

In recognition of her work in the field of ocean conservation and her professional diving expertise, Cross was appointed as the first-ever brand ambassador for Scuba Schools International (SSI) in its 50-year history, alongside Moore and Tomorug. Additionally, the team is in partnership with Mares, a dive gear provider that has been influencing the diving industry for 75 years. The team also works alongside Marine Conservation Institute to share positive progress stories about marine protected areas around the world that are successfully being managed and enforced. Cross has been part of The Explorers Club since July 2020, and the team is carrying one of their expedition flags, marking Edges of Earth’s findings as a contribution to the advancement of human knowledge about our natural world.

Impact Through Immersive Storytelling

A core component of the Edges of Earth team’s work is raw storytelling. The team spends significant time living alongside local partners, learning about their projects, challenges, and successes. This hands-on approach allows them to share compelling stories that are from the lens of those they work with, helping to spread unheard voices worldwide. By showcasing the personal experiences and achievements of those working on the frontlines of the ocean and climate crisis, Cross, Moore and Tomorug hope to foster a deeper connection between the public and these vital efforts.

The stories delivered through Edges of Earth platform emphasize solutions and successes rather than focusing solely on problems. This positive outlook is designed to inspire hope and action, demonstrating that while our planet faces significant challenges, there are effective and innovative solutions being implemented and that there are many people who are committed to this critical cause everywhere we turn. This narrative helps to show the types of professional opportunities available and how we all can play a role in combating the climate crisis through our professional pursuits.

Empowering Local Communities

One of the defining aspects of the Edges of Earth expedition is its emphasis on empowering local communities and women in leadership roles. By living onsite and immersing themselves in the local culture for weeks at a time—documenting what life is like above and below the water—the team gains a deep understanding of the challenges and opportunities faced by these communities and those fighting for a better future.

This approach allows the Edges of Earth team to form close relationships with their on-ground partners, enabling them to create content alongside them. By doing so, they work to avoid extractive storytelling, making sure that the stories told benefit the people and places that Cross, Moore and Tomorug explore. Every partner that the team works with in the field is a group that is interested in sharing their positive progress with the world, as it enhances the visibility and impact of their life’s work. Whether through producing high-quality visual content, facilitating the right media coverage, or connecting local organizations with potential supporters, the team’s efforts are geared towards driving tangible results for the people that they work with.

As of this World Ocean’s Month, the team began working with the Climate Change High-Level Champions to help shine a light on their Ocean Breakthroughs initiative. This is a platform where the Edges of Earth team helps share first-person stories from the field. This will be in the format of first-person interviews of individuals the team has formed deep relationships with after living alongside them and getting a unique chance to see their worlds.

A Vision for a Sustainable Future

Cross’s work with WILDPALM and Edges of Earth is driven by a vision of a sustainable and equitable world. She believes that highlighting positive stories and showcasing effective solutions can inspire broader support for conservation, scientific efforts, and sustainable practices. This vision is reflected in the team’s dedication to building future-focused businesses, partnering with enterprises authentically committed to environmental restoration, and supporting frontline changemakers whose voices must be heard.

The global expedition proves that while our planet faces severe environmental challenges, numerous individuals and organizations are actively addressing these issues. By bringing these stories to light, Cross and her team aim to shift the narrative towards hope and possibility, encouraging more people to engage in planetary action instead of succumbing to climate fatigue. Cross’s journey from corporate New York to exploring the “edges of earth” exemplifies her commitment to driving meaningful change. Through WILDPALM, she has helped mission-driven enterprises amplify their impact, while this long-format expedition highlights the unsung heroes restoring the planet.