Freeing the Ocean from human threats can seem overwhelming.  The drivers are so deeply woven into the way we all live and work that change can seem unimaginable. At Ocean Generation, our aim is to break down the complexity into simple Ocean action for all.  

Our Ocean Intelligenceconcept uses new insights grounded in science to help us understand how society can cause harm to the Ocean. 

We then develop a series of practical steps that can be adopted in the way we live our lives, day by day, to help safeguard the Ocean from threats like plastic pollution, climate change and other man-made issues.  

Why start with plastic pollution?    

Since 2009, we’ve been at the forefront of tackling plastic pollution as the most tangible Ocean threat. Our ground breaking documentary, 'A Plastic Ocean', ignited mass public awareness – to harness this unprecedented momentum, we use plastic pollution as a powerful springboard for wider Ocean action. This is why ‘Plastic Intelligence’ is the first initiative of our wider Ocean Intelligence programme. 

This is also the first attempt to break down Ocean threats through the lens of human behaviours across all of society. We asked: What specific behaviours lead to plastic ending up in the Ocean? And what practical changes can we all make to stop this? We don’t just look at solutions for individual Ocean action. We create alignment with what organisations must do to stop behaviours driving Ocean plastic pollution. This is how we enable people to be at the heart of systemic change.  

What is Plastic Intelligence?    

In the past ten years, we helpedbring Ocean plastic pollution to centre stage on the global agenda. But two polarising themes have emerged – from an oversimplified ‘plastic-free’ perspective, all the way to a sophisticated mix of systemic change and circular economy concepts, which may seem too complex to understand. 

We took a step back to ask: ‘What’s the intelligent approach? What’s the most intelligent solution we can imagine?’.  

Our Plastic Intelligence Framework is a practical tool for activating aligned behaviour change all levels of society - from individuals to institutions. 

Follow our Plastic Intelligence journey and discover how you can contribute to the solution. You’ll notice it takes action at individual as well as organisational level to see true change in the impact we as a society have on our precious, life-sustaining Ocean. Our Plastic Intelligence framework maps out actions anyone at any level can take. And we’ll be unpacking each area to make it super simple and easy to implement. We’re sharing ideas, tips and insights  all grounded in science - on our social media. Get involved and follow us on Instagram, Facebook, Twitter and Linkedin to join the Ocean Generation movement.  

Join the Ocean Generation

The Ocean Generation is coming together to restore a healthy relationship between humanity and the Ocean. Because as the first generation to understand ocean issues, we are also the last generation who can stop them. We are all the Ocean Generation. Join the movement. 

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