New narratives: a perception analysis of the 10x30 and 30x30 objectives in the Spanish Mediterranean

This report aims to analyse social perceptions of marine conservation in Spain, with a particular focus on the 30x30 and 10x30 initiatives, which aim to protect 30% and 10% of the marine environment, respectively. It is a strategic analysis exercise that seeks to:

• Understand how the conversation around marine conservation and associated policies is shaped.
• Identify the relevant actors (institutional, private, scientific, social) and their position on the issue.
• Detect trends and predominant narrative frameworks in the different sectors involved.
• Assess the degree of public awareness, interest and concern, as well as the barriers or resistance.
• Provide useful data to optimise the communication and awareness strategy of entities involved in marine protection.

This analysis is key to aligning the public narrative with conservation objectives and improving the effectiveness of campaigns, strategic alliances and political advocacy decisions.