A sea of values

Understanding what drives people to care about the marine environment

When discussing the protection of the North Sea and the broader marine environment, much attention is given to actions people should take or policies they should accept — such as reducing plastic waste, choosing sustainable seafood, supporting eco-tourism, or adopting pro-conservation policies. However, to truly inspire change, it is crucial to first understand what drives people to care about these issues in the first place.

The role of values in shaping responsibility

This research focuses on the values people hold, both generally and specifically regarding the North Sea. For some, nature holds intrinsic value; for others, social connections, recreation, or economic benefits take precedence. At the coast, individuals may cherish the sea for its beauty and tranquillity, while others see it as a hub for activities like sailing, surfing, or fishing. Some value the ocean for its intrinsic worth—its existence beyond human use.

These values significantly influence how strongly people feel a personal responsibility to protect the marine environment. Those who value the sea for its intrinsic worth or as a way to connect with nature tend to feel this responsibility more deeply.

The Perception Gap: What we think others value

Another critical factor is our perception of what others value. There is a common assumption that most people don’t care about the ocean. However, my research reveals this is often a misunderstanding. Many people do value the sea and want to protect it. Yet, if we mistakenly believe that others don’t care, it can reduce our own motivation to act. This perception gap may weaken our connection to the marine environment and lower our willingness to engage in ocean-friendly behavior.

Exploring social norms through experiments

To delve deeper into this issue, we are conducting experiments to examine how perceptions of social norms — whether people care or don’t care — affect individual ocean-friendly behavior. We are also investigating how these norms interact with personal values and motivations.

Aligning policies with core values

Understanding these dynamics is essential for creating effective environmental policies and initiatives. Simply telling people what to do is insufficient; sustainability efforts must connect with what truly matters to individuals. By aligning these efforts with core values and correcting false assumptions about others’ attitudes, we can build a stronger collective commitment to protecting our North Sea.

When we talk about protecting the North Sea and the broader marine environment, we often focus on what actions people should take or which policies they should accept — reducing plastic waste, choosing sustainable seafood, choosing for eco-tourism, or pro-conservation policies. But if we truly want to inspire change, we first need to understand what drives people to care in the first place.