This report covers a wide range of public opinions on oceans, and begins with a summary of the key findings drawn from the survey analysis and strategic recommendations for communications. The recommendations are followed by detailed findings, based on cross-tabulation, factor, regression, and cluster analysis of the survey data. Specifically, the report examines:
• The importance Americans place on ocean health and the potential for building greater saliency;
• The persuasiveness of specific messages that make the case for protecting the oceans;
• The level of public support for protecting the oceans; and
• A segmentation of the public based on attitudes toward the oceans, including a discussion of demographic characteristics of each attitudinal segment.
By Belden Russonello & Stewart and American Viewpoint