YEAR 4 IMPACT REPORT THINK OCEAN CHALLENGE
A BRIEF OVERVIEW At the Ocean Conservation Trust, we are all about the crucial role people play in Ocean conservation, and the action they can take to support a healthy Ocean.
The Think Ocean Challenge was created from research that showed people want to protect the Ocean, but other than recycling plastic, they aren’t sure what else they can do. The Challenge finds fun in this and from answering a few questions you can find out how you are connected to the Ocean and what other actions you can take for the Ocean that are tailored to your personality.
We are now in the 4th year of the Think Ocean Challenge, and it will continue each year until the end of the United Nations Ocean Decade in 2030. We produce reports each year which look at the trends and highlight the result of the annually changing question. Next year will be half way and we will share the impact the challenge results have had on our work.
As of this year, our Think Ocean Challenge has now been endorsed by the United Nations Ocean Decade, and with the project of work that will set to see this Challenge become truly global with regional Think Ocean Challenges – if this sounds like something you want to be involved with contact advocacy@oceanconservationtrust.org
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HOW DOES IT WORK? Taking the form of an online 8 question quiz, the Challenge asks people how they #thinkOcean and places them into one of four personality categories. By finding out how someone thinks and feels about the Ocean, we can offer simple actions that are best suited for that person to make a positive impact on the Ocean, using their strengths and natural abilities for good. If you haven’t done so already you can take the challenge here – thinkocean.oceanconservationtrust.org You are not alone when taking the Challenge, the personality categories are defined by 4 Shoals: Our Head Shoal enjoy discovering new things and learning about how they can make a difference; this is what drives their connection to the Ocean. They do their bit to support our Ocean because they know that threats to the Ocean impact the habitats and creatures that live there, but also impact our everyday lives too.
The Heart Shoal love the Ocean and all its creatures. When they visit the beach or get into the sea they can feel its restorative benefits. They want to create a healthy Ocean because they feel that it is our responsibility and they want to have a positive influence on this amazing place.
This shoal thinks Ocean with their hands! This means that they enjoy the activities the Ocean has to offer and use it as a creative space. They visit the Ocean to have fun! They work to create a healthy Ocean for the benefit and enjoyment of all.
Our New Starters are just starting their journey to connect with the Ocean. This is such an exciting time as there are so many ways we can all #thinkocean.
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YEAR 4: THE HIGHLIGHTS We had nearly 700 people take the Think Ocean Challenge this year, bringing our total completed so far to over 2000 people. That’s a lot of you, and we know that the Heart Shoal is the biggest and remained the biggest Shoal this year. Whilst the Heart Shoal is the largest, the other shoals are still growing too. We know people like to connect with the Ocean in different ways. There’s a higher percentage of those of you in the Head Shoal this year, which can support greater engagement with councils and MPs. Those of you in the Hands Shoal, whilst smaller this year, are still getting out to enjoy the Ocean, on or under it. Whilst new starters are the smallest group we can all welcome them to get stuck in with their #thinkocean challenges. Whilst the shoal is growing, we believe Ocean optimists can start just by taking this challenge - so remember to share your Ocean interests with your friends, and get them to join the challenge with you. Hands 11% Head 34%
Heart 53%
Have you visited the Ocean in the last 5 years and if so what was your reason? 39.0% 28.0% 12.0% 8.0%
Because I find it good for my mental health To spend time with friends and family Ocean activity like surfing or paddleboarding Being by the Ocean keeps me active and is good for my physical health 7.0% Because I like to learn something new about the Ocean 4.0% Have not visited the Ocean in the last 5 years 2.0% To get inspiration for other parts of my life
The top reason why people have visited the Ocean has changed this year. We are excited to see that more people have been thinking Ocean and using it for their mental health. We know the benefits of Blue and the positive impact our Ocean can have on our wellbeing, which is why we have programmes like our Blue Mind Hub to share the benefits of Blue.
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HOW DOES THIS PHOTO OF THE OCEAN MAKE YOU FEEL?
Over the past few years the trends have remained the same, with most people feeling calm when looking at the photo, again echoing the themes of the last year of curiosity and wanting to visit it again, as top answers.
It makes me feel calm It makes me want to visit the Ocean again I would like to see this in real life I am curious about what's out there I feel a responsibility to look after it It inspires me It makes me feel energised 0
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THREATS TO THE OCEAN, ACTIONS PEOPLE ARE TAKING TO HELP AND WHY There has been a change in peoples’ opinion on the top 3 biggest threats to the Ocean, with the new top 3 being: plastic pollution, climate change and overfishing. A noticeable shift has been seen within who you think should be taking responsibility for this, with 1 in 5 people saying that the government should be taking the lead. 35% of you are taking steps to reduce plastic and ¼ of you are telling friends and family about the Ocean from this year alone. If everyone told just 2 people to take the Think Ocean Challenge, that would be over 1400 more individuals on the start of their Think Ocean journey. 2 in 5 people choose to help the Ocean because they are concerned about the impacts on their marine environment. We know that talking with people is one of the main ways we can connect people emotionally to the Ocean.
I try and reduce my use of single use plastic
I teach my friends and family about the importance of the Ocean
I volunteer my time to support (E.g. beach cleans)
I sign petitions to support action against the issues
I reduce my energy use at home
I donate money to support conservation charities
I don't currently do any of these 0
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YEAR 4 LAST QUESTION: YOUR ANSWERS AND ACTION Where you do your bit in completing the actions, we help with our resources to take your concerns and thoughts to those, such as governments, to amplify the voice for the Ocean. 2025’s last question saw us ask, what top 3 issues you would like to raise with those who have the power to create positive change? See the results below:
For governments everywhere to recognise and declare a state of Ocean emergency Every child at school should have the opportunity to learn about the Ocean The Ocean's vital role in the climate and biodiversity crisis Ocean pollution – it's impact and the role people's behaviour can have for positive change Support more funding for Ocean conservation Ocean sustainability, so that food and livelihoods are safe for the future Support for Blue Carbon capture through Ocean habitat restoration Improve Ocean accessibility The impacts of deep sea mining 0
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HOW ARE WE GOING TO USE THESE RESULTS? We took action on your results throughout the year, focusing on the top 3 answers selected by you. We pushed forward calling for goverment to declare a state of Ocean emergency through mobilising local councils to call a Motion for the Ocean and last year we were able to support Scotland’s first Motion! We raised both your voice and that of the Ocean at multiple parliamentary events throughout the year. We met with MPs, in Plymouth and beyond to talk about these priorities and the underpinning role of Ocean Literacy. We submitted on national consultations, including on the National Curriculum, to call for more Ocean inclusion in education for all and on the status of Marine Licensing to call for better recognition of marine restoration within licensing. We used our platform at the United Nations Ocean Conference to raise your voices, attending events connected to decision makers, Ocean education, habitat protection and restoration.
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WHAT ARE WE GOING TO DO NEXT FOR OUR SHOALS?
Bring on the Ocean Optimism Building our Shoals and sharing success stories Supporting our Shoals to ask their local government to adopt a motion for the Ocean Create opportunities to talk with decision makers about the results of this challenge Making sure that we connect the dots between the Ocean and Climate. Carrying out work that supports the Challenge’s UN endorsement. Finding out more about your relationship on Ocean health.
We will continue to connect people to the Ocean. There are more new starters outside of the UK so its even more important we connect with people globally. If you think you can help with this global challenge, why not contact us: advocacy@oceanconservationtrust.org. Or join us on social media by sharing snaps of your challenges, with #thinkocean. Lets help start more conversations about pro Ocean behaviour.
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GLOBAL PARTICIPATION We still have Think Ocean Challenge participants in 26 countries across 6 continents! Keep spreading the word. We have results from those who live nearly 1000km away from the Ocean.
National Regional
Heart
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Hands
New Starter
Global
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THE TECHNICAL STUFF Why did we choose these questions? The eight questions were chosen to give an overview on an individual's feelings and actions about the Ocean, rather than their knowledge. It is now known that knowledge is not the only precursor to an individual's motivation to change their behaviour. What behavioural insights have you used? There are a variety of human behavioural insights that we used to support the design of the challenge. Fun: people like doing fun things! The challenge is intentionally light-hearted in tone, despite the vital nature of the #thinkocean challenge. Micro-habits: there is a lot of research that shows building small, easy to accomplish daily habits are the building blocks to sustainable long term behaviour change. Making it easy: changing behaviour is linked to motivation, opportunity and capability. Although it is more difficult for us to target motivation, we have made the actions as simple as possible to try and ensure that anyone can take part. Sense of community: research has shown that people can feel like their actions as an individual won't have any impact but when groups come together the task can feel more worthwhile and less daunting. How many people took part? Over 2000 people have taken the #thinkocean challenge over the last four years. The results this year are based on 225 people who have joined our shoals and want to continue on their pro-Ocean journey with us. Is the challenge accessible? The challenge can be found on our website and is mobile enabled. We hope that means that anyone with internet access can take part. To improve accessibility, we would like to set up the challenge in different languages. At our Centre of Ocean Excellence, the National Marine Aquarium, the challenge is available on touch screen computers and our Ocean Discovery Rangers support people with additional needs to complete it. What are the actions people can take? Each pro-Ocean habit that is recommended can be carried out during day-to-day life and directly benefits our Ocean.
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