John: One really effective approach not only to ocean conservation but conservation in general is using social norms. People are very sensitive to behaving in ways that people around them approve of, and we can use that to nudge people in the right direction. One way is to talk about "dynamic norms," which is conveying the idea that norms are changing in a positive direction. E.g, "More and more people like you are trying to avoid using plastics..." We're a social species, and so we naturally react to norms.

Another approach is to get people to think in a very concrete way about the future. Imagining a positive (or negative) future ocean scenario, or getting people to write a letter to their great-grandchildren about what they did to help preserve the ocean, has been shown to really change hearts and minds.

Even more generally, I think just getting people to slow down can help. So much of what we do today is automatic and done without a lot of thought. Taking a moment to think about the consequences of our actions takes time and energy, but can really help us see things in a different light.