Dr. Wallace J. Nichols believes that the environmental “Green Movement” misses the boat with ocean conservation. “J,” as he is known, proposes a makeover, what he calls a “Blue Movement,” and has founded BLUEMiND: The Mind + Ocean Initiative, merging the fields of cognitive science and ocean exploration. His approach to conservation does not rely on guilt, shame, and fear to effect change, but instead on neurological insights into the human mind and how the ocean promotes happiness. It is not fiscal recklessness that lead Coca-Cola to fund an in-house neuroscience lab. They use the resource to explore the intersection of “happiness” with their brand, at the neurological level. Dr. Nichols feels that the world’s oceans need a “neuro-marketing” lab, as a way to advance the dialogue about the “why’s” supporting ocean conservation.