The global rush to develop the 'blue economy' risks harming both the marine environment and human wellbeing. Proactive, systematic and bold policies and actions are urgently required to chart an environmentally sustainable and socially equitable course for the blue economy.Concerns about the state of the world's oceans are widespread 1,2 . At the same time, interest in their untapped economic potential is escalating. The Organization for Economic Co-operation and Development (OECD) projects that the contribution of the ocean to global GDP could double from US$1.5 trillion in 2010 to US$3 trillion by 2030 3 . Ocean sectors, including fisheries, aquaculture, marine tourism, bio-prospecting, seabed mining, oil and gas, renewable energy, and shipping, are heralded by numerous actors and nations as lucrative frontiers for investment. The 'blue economy' -a term that encapsulates international interest in the growth of ocean-based economic development -has been a central theme in numerous recent global ocean policy conferences 4,5 .
a b s t r a c tAddressing impacts from human activities requires the change of current practices. However, reaching a target audience about conservation issues and influencing their behaviour is not easy in a world where people are continually bombarded with information, and distractions are permanently available. Although not typically considered to be part of the conservation science toolbox, marketing techniques were designed in the commercial sector to identify and influence human preferences and behaviour by placing target audiences at the core of the marketing process. It thus seems reasonable that the same marketing principles and tools could and should be used to address pressing conservation issues. In this manuscript, we provide an introduction to the main objectives of marketing and illustrate how these can be applied to conservation and animal welfare issues. To that end we offer two examples: Project Ocean, where a major UK retailer joined forces with the Zoological Society of London to influence consumer behaviour around seafood; and Blackfish, which coupled social media with an award-winning documentary to create a discussion around the welfare of large cetaceans in captivity. Without the ability to influence human behaviour, a conservationists' role will likely be limited to that of describing the loss of biodiversity and the decline of the environment. We thus hope that conservation practitioners can embrace marketing as a fundamental component of the conservation toolbox.
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