Public interest in ecological health for marine conservation communication: charismatic megafauna aren’t always the answer

A strong connection between society and the sea can lead to ocean citizenship, supporting implementation of policies to deliver more sustainable management of marine resources. This is particularly relevant as the EU and UK implement new marine legislation. Currently, 44% of the English public believe the subtidal environment to be generally, mostly or totally barren. This creates a considerable barrier to engaging the public with concepts of marine environmental health. This study investigated public perceptions of the marine environment and how these vary with socio-demographic and social value factors. An internet survey of the UK public (n = 1047) found that in contrast to the expected appeal of charismatic megafauna (dolphins etc), traditionally used for communication, there was considerable recognition of the ecological concepts of marine environmental health, particularly within specific social value groups. Interest in marine species also varied with gender. This shows the need to understand the multiple perceptions of the marine environment held by the public, and to develop targeted engagement strategies which appeal to particular audiences. The application of these results for public engagement with the marine environment identifies opportunities to connect social values with important ecological functions, within a policy relevant context. This is illustrated with the example of seagrass as a tool for communication which connects these potentially divergent values.