The growing interest among the international community for safeguarding the oceans can provide stimulus for a transition towards the adoption of more sustainable practices by businesses, including with reference to the safeguarding of marine ecosystems. The role of "sustainability leaders," those companies that combine the consciousness of the pressure they exercise on the oceans with practices aimed at reducing the consequences of their actions, will play a fundamental role. In analyzing the activity of "sustainability leaders," we can identify virtuous practices for both the sectors that operate in direct contact with the oceans, and those that exercise indirect pressure on them.