Hav og samfunn i Norge: Nasjonale behov for havforståelse for en styrket og motstandsdyktig fremtid / Ocean & Society in Norway: National Ocean Literacy Needs for an Empowered and Resilient Future (2025)

# **Ocean & Society in Norway | Policy Brief**

**National Ocean Literacy Needs for an Empowered and Resilient Future**

**92% feel they have at least some knowledge** they need to overcome challenges their community face. **90% are willing to take action.** Younger people are less willing. **80% feel they have access to resources** and tools they need. **A higher proportion of those who leave education after high school feel they do not have access to the resources** they need to face their challenges than those with university or college education.

**86% value the ocean** for the benefit of clean air and water, either highly or very highly, significantly more than any other benefit. **29% feel anxious** when they think about the ocean. **68% feel concerned** when they think about the health of the ocean and waterways. Concern increases with age. **Ocean threats of most concern:** Plastic and marine litter (66%); Pollution (55%); Climate change (36%). **26% feel responsible** for the health of the ocean. **22% are undecided if they are willing to change** their lifestyle if they know it would help the ocean.

**Government and projects should lead with codesigned & actionable ocean literacy strategies,** promoting common multisectoral goals and priority action areas with committed funding. **Increase awareness of the impact of individuals' actions on the ocean.** Focus on ways we can reduce our impacts in small, actionable ways. **Leave No One Behind:** Nurture positive and cultural connections with the ocean.

**recognise that the ocean influences their daily lives.**

### **Who should take significant responsibility for ocean health?** *(And how much do they trust them?)*

**Government 56%** *(26%)* **National environmental authorities 47%** *(35%)* **Industry & big business 67%** *(17%)* **Media 22%** *(18%)* **Local communities and small businesses 17%** *(20%)* **Individuals 14%** *(16%)*

### **Policy Drivers**

Sustainable Development Goals

**[U](https://oceandecade.org/)nited [Nations](https://oceandecade.org/) Decade of Ocean [Science](https://oceandecade.org/)**: **'Restore society's [relationship](https://unesdoc.unesco.org/ark:/48223/pf0000390126) with the ocean'**

UNESCO **Barcelona [Statement](https://unesdoc.unesco.org/ark:/48223/pf0000391112)**

**[European](https://oceanexpert.org/document/34098) Ocean Pact** prioritises restoring ocean health, supporting coastal communities, advancing knowledge.

*1,003 people surveyed, nationally representative of society by gender and age. % = percentage of respondents who answered this way.*

## **Ocean Action and Empowerment: Norway**

39% **know that their daily** 40% **actions influence the ocean.**

**are willing to change their lifestyle to support ocean health.** 72% 20%

**do not feel or do not know if they have access to the resources and tools that they need to face the challenges that their communities face.**

#### **OCEAN LITERACY\***

### **COMMUNITY EMPOWERMENT**

**RECOMMENDATIONS**

# **Introduction**

### **More on the policy drivers:**

UNESCO, global scientists and ocean practitioners set the scene for the second half of the Ocean Decade with the Barcelona [Statement,](https://unesdoc.unesco.org/ark:/48223/pf0000391112) that included:

A priority to **"***continue to expand efforts in ocean literacy to address all sectors of society including policy makers, resource managers, and industry. "* Call to Action for all to *"engage strongly in the Ocean Decade including through the proactive development of partnerships and collaboration for the codesign and co-delivery of transformative Decade Actions. "*

## **This policy brief presents:**

**Society's understanding** of challenges facing the coast. **Empowerment needs** to tackle the challenges their communities face for a more resilient future. **Recommendations** based on the Ocean & Society survey findings.

**Norway manages over 2 million square kilometres of the Atlantic Ocean: the Barents Sea, Norwegian Sea, North Sea and Skaggerak. Its total marine area is over 5 times the size of the Norwegian landmass, including mainland and island territories. Ocean industries account for approximately 70% of Norway's export industry. This policy brief provides information that will help pave the way to create transformative actions to tackle the many challenges our ocean and coasts face, and improve food, livelihoods, well-being and, importantly, our climate.**

### **Why ocean literacy?**

Ocean literacy is an **"***understanding the ocean's influence on you, and your influence on the ocean" .*

#### **Why does this matter?**

If we understand the value of something, we are more likely to care for it.

Ocean literacy also recognises the importance of dimensions beyond knowledge, such as *'emoceanal connection'* that influences our understanding and willingness to act to meet global sustainability needs.

**Ocean literacy is a cross-cutting theme across the 10 Ocean Decade Challenges and the Horizon Europe EmpowerUs Project.**

# **Methods**

The International Ocean & Society survey was undertaken in Norway between April - May 2025, following the methods described in [McRuer](https://www.cogitatiopress.com/oceanandsociety/article/view/9809) et al. 2025. Participants were asked 30 standard questions about **their understanding of, and relationship with the ocean, and their willingness to care for it.** Respondents were also asked 3 additional questions which together reflect **how empowered they feel to tackle the general challenges that their communities face:**

- **1. Their knowledge of challenges,**
- **2. Their willingness to participate in action to help, and**
- **3. Their perceived access to the resources and tools they need.**

**86% for clean air & water**

**80% for energy &** **79%**

**78% for food & medicine**

**75%**

**protection**

**75%**

**74%**

**57%**

**68%**

**are concerned about the health of the ocean**

**10% 16%**

39% 40%

# **Ocean importance**

Overall, ocean and local waterway health is the **4** most important environmental concern for Norwegian respondents, with **[35%](https://www.canva.com/design/DAGvNih8rsk/5EGpJ--SmitTVwlKA7RAnA/edit)** of respondents selecting it as one of their top three priorities. **th**

### **How do Norwegians value the benefits the ocean gives?**

Most people assign high or very high value to the categories offered:

**Recognise that the ocean influences**

**their daily lives. Know that their daily actions influence the ocean.**

*Older people are more concerned about ocean health, while young people are more fearful.*

**Women are more concerned, while men are more interested.**

*The most concerning threats to the ocean are perceived to be:* **Plastic and marine litter** *(66% of people)* **Pollution (e.g. spills, emissions)** *(55% of people)* **Climate change***(36% of people)*

**Increasing income = increasing awareness that our daily actions influence the ocean.**

# **Ocean action**

**What might incentivise Norwegians to change their lifestyle for the ocean?**

38% think that feeling they are doing the right thing is enough. 35% want increased understanding of how their actions affect the ocean. 30% want to learn more about issues in clear and actionable ways. 28% want to help a team or community. 29% need convincing that a lifestyle change would positively impact their lifestyle (e.g. health or money). 23% say seeing others take action will increase their willingness. 21% find it inconvenient and/or expensive. 21% want government resources and support. 20% of those not willing to change don't feel they have access to the resources they need to support a change.

**26% feel responsible for the health of the ocean**

Emphasising learning about the ocean in schools and public spaces. Increasing knowledge sharing between scientists, communities, and other knowledge holders. Including ocean stories in media, news and entertainment. Sharing and celebrating diverse cultural connections with the ocean.

**Which activities were voted of primary importance to strengthen society 's understanding of and action for the ocean?**

**How willing are Norwegians to change their lifestyle in the next 12 months, if they knew it would help the ocean?**

**72% are willing to change their lifestyle if they knew that it would help the ocean**

**24% are either not willing or undecided if they would change their lifestyle.**

Significantly more younger people find the following as important barriers to their engagement:

**fear and discomfort, limited resources (educational materials), digital access limitations, and lack of opportunity and / or awareness.**

**Fear and discomfort** is higher amongst people who left school after high school or technical college, compared to college and university graduates.

**Lack of interest** is a barrier to ocean connection for low, lower-middle and upper-middle incomes compared to high incomes; while **cost and transport** are also less of a barrier for those of higher incomes.

### **Where do Norwegians learn about the ocean?**

**Most people's primary source of information about the ocean is mainstream news (online, newspapers and broadcasts), despite the public's low confidence in media to act to address ocean threats (only 18% trust - see next page).**

# **Ocean connection**

### **How does the ocean make Norwegians feel?**

The ocean makes people feel grateful (42%), calm (41%), curious (34%), connected (29%), awed (28%), excited (28%) and nostalgic (22%).

**The ocean also makes 29% of Norwegians feel anxious and**

**22% fearful.**

### **What are common barriers in connecting Norwegians with the ocean?**

- 1. **News (47% of people)**
- 2. **Visiting the ocean (28% of people)**
- 3. **Research & non-profit organisation outreach (25% of people)**
- 4. **Social media (23% of people)**
- 5. **Talking with friends, family & peers (22% of people)**

#### **Should take most responsibility**

- 1. Government (56%)
- 2. National environmental authorities (47%)
- 3. Industry & big businesses (46%)
- 4. The United Nations (34%)
- 5. Universities & research institutions (23%)
- 6. Environmental groups & non-profit organisations (22%)
- 7. Media (22%)
- 8. Local communities & small businesses (17%)
- 9. Schools & curriculum developers (16%)
- 10. Individuals (14%)
- 11. Foundations or charities (13%)
- 12. Indigenous leaders & communities (11%)

#### **Should take least responsibility**

**Who should take significant responsibility to address ocean threats?**

**Who is trusted to act to address ocean threats?**

#### **Trust least**

- 1. Individuals (16%)
- 2. Industry & big businesses (17%)
- 3. Media (18%)
- 4. Local communities & small businesses (20%)
- 5. Schools & curriculum developers (24%)
- 6. Government (26%)
- 7. Indigenous leaders & communities (29%)
- 8. The United Nations (32%)
- 9. Foundations or charities (34%)
- 10. National environmental authorities (35%)
- 11. Universities & research institutions (40%)
- 12. Environmental groups & non-profit organisations (46%)

#### **Trust most**

**of people think Norway should strengthen its 71% commitment to protecting the ocean**

**Norwegians have much lower trust in all actors to address ocean threats than the other 11 countries surveyed.** Although 90% of people do think that individuals should take some responsibility to address ocean threats, Norwegians expect **individuals to take much less responsibility (14%)** than the 11 other countries surveyed (27%), and they have **very low trust in people (16%) and communities (20%) to deliver this.**

# **Responsibility & Trust in Norway**

Overall, Norwegians feel moderately empowered to tackle the general sustainability challenges their community face, although they feel they only have access to the resources and tools they need 'to a small extent' .

### **Who does not have knowledge they need to tackle their community challenges?**

A higher proportion of those of low incomes, and those who left education after high school, feel they do not have the knowledge they need, compared to those of higher incomes.

#### **Who is not willing to participate in actions to make their community more sustainable?**

6% of men are not willing to participate in actions, a significantly higher proportion than women (2%).

#### **Who does not have access to the resources they need to tackle their challenges?**

20% of people either believe they do not have access to the resources they need, or do not know if they have access. People who finished education after school feel they have less access than those of college and university education.

# **Community Empowerment**

Norwegians are willing to change their behaviour if they know it will help the ocean, but they need strategies to help convince them. The most important thing that society think will help strengthen society's understanding of and action for the ocean is to **emphasise learning in public spaces and schools, and to increase knowledge sharing between scientists, communities and other knowledge holders.**

However, key findings are also that **individuals, media, communities, industry and government are not trusted** to take the significant responsibility to address ocean threats. **Government needs a strategy to increase confidence** of the people that it's taking its responsibility for the ocean seriously. This strategy should be co-designed with trusted sectors. Canada and Wales have both developed successful national ocean literacy strategies that can be used as examples.

Any strategy needs an implementation plan and cascade funding for multisectoral projects, like **[EmpowerUs](https://empowerus-project.eu/)**, that can help to contribute to a Mission for a more ocean literate society. Government can also consider supporting more Programmes, Projects and Actions for the Ocean Decade, including **[Ocean](https://ocean-cities.org/) Cities**, **[Motion](https://oceanconservationtrust.org/ocean-advocacy/call-a-motion-for-the-ocean/) for the Ocean** and **Blue [Schools](https://maritime-forum.ec.europa.eu/theme/ocean-literacy-and-blue-skills/ocean-literacy/network-european-blue-schools_en)**, all of which aim to use global models to co-design local, place-based solutions that build on society's relationships with the ocean. Projects can also adopt their own ocean literacy strategies, adapting a national strategy or co-developing their own mission.

**Governments, and projects, should lead with co-designed & actionable ocean literacy strategies.**

## **National Ocean Literacy Strategy**

# **Recommendation 1**

**Increase awareness of the impact of individuals' actions on the ocean.**

# **Recommendation 2**

In 2025, the Ocean & Society survey was completed in 11 other countries. On average, 56% of people recognise that their daily activities impact the ocean, but **only 40% of Norwegians recognise that their daily lifestyles impact the ocean.**

The good news is that 72% of Norwegians are willing to change their lifestyles to help the ocean, but they want an increased understanding of how their actions affect the ocean, to learn more about issues in clear and actionable ways, and have better have access to the resources they need to support a change.

Results presented here show ways that **government and environmental organisations can work with communities and individuals, with a focus on showing how people, as individuals and communities, can make a positive change in easy and affordable ways.**

**Leave No One Behind: Nurture positive and cultural connections with the ocean.**

# **Recommendation 3**

The survey suggests that some people feel left behind when it comes to being empowered to tackle the challenges their communities face, and their willingness to make lifestyle changes for the health of the ocean. The following areas should be explored to ensure that no one is left behind:

Offer more opportunities for **positive ocean experiences.** Explore appropriate **conversation starters** amongst Norwegian people, especially younger people, individuals on lower incomes, and people without university education. Better utilise suitable communication channels like **social media, TV & entertainment, and news outlets.** Make **resources and tools** more findable and accessible.

### **CONTACT US**

### **Country Leads**

Anette Møllersen Bjørnå | [amb@nforsk.no](mailto:amb@nforsk.no) Åsta Halse | [ah@kph.no](mailto:ah@kph.no)

### **Ocean Literacy Research Leads**

Liz Morris-Webb | [lmw@nforsk.no](mailto:lmw@nforsk.no)

Donnchadh Kindlon | [donnchadh@erinn.eu](mailto:donnchadh@erinn.eu)

### **Project Coordinator**

Maiken Bjørkan | [mbj@nforsk.no](mailto:mbj@nforsk.no)

### **FOLLOW US**

**[@EmpowerUs](https://x.com/EmpowerUs_EU) \_ EU**

**[EmpowerUs](https://www.linkedin.com/company/empowerus-eu-project/?lipi=urn%3Ali%3Apage%3Ad_flagship3_search_srp_all%3BBm72SYRBQIWvFF9G4AzYcQ%3D%3D) EU Project**

**[empowerus-project.eu](http://empowerus-project.eu/)**

The Ocean & Society Survey has offered the first opportunity to assess the ocean literacy needs for Norway. This deep understanding can be used to co-design a National ocean literacy strategy to restore society's relationship with the ocean, from individuals to industry, and build trust between communities and supporting organisations. Such a strategy would pave the way to a more resilient and sustainable future for both people and planet.

#### **Citation**

EmpowerUs. 2025. Norway | National Ocean Literacy Needs for an Empowered and Resilient Future. EmpowerUs Policy Brief Series. Horizon Europe Project 101059957.

**Data available:** <https://oceanliteracyresearch.com/ocean-and-society-survey/>

# **Conclusion**