 For example, “85 percent of the world’s fisheries are fished at or beyond their maximum sustainable limit.” Considering the rising global population and the pressure that it has, and will continue to exert on the Earth's resources, a more sustainable method of fishing is necessary if humans wish to utilize its natural abundance.The Sustainable Seafood Movement is an initiative born through the realization that the marine ecosystems of the world were being overexploited and destroyed.It began in the 1990s and was driven by social marketing through Ecolabel and awareness campaigns.