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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.
Dr. Nichols is a Research Associate at California Academy of Sciences and founder/co-director of OceanRevolution.org, an international network of young ocean advocates, SEEtheWILD.org, a conservation travel network and LiVBLUE.org, a global campaign to reconnect us to our water planet.
He has authored and co-authored more than 50 scientific papers and reports on ocean science and conservation, advises a motivated group of international graduate students, and serves as an advisor to numerous non-profit boards and committees as part of his commitment to building a stronger, more progressive, and connected environmental community.
His work has been broadcast on NPR, BBC, PBS, National Geographic, and Animal Planet and featured in Time, Newsweek, GQ, Outside Magazine, Fast Company, Scientific American, and New Scientist, among others.
He earned his Bachelors in Biology and Spanish from DePauw University, an MEM in Environmental Policy and Economics from Duke University's Nicholas School, and his PhD in Wildlife Ecology and Evolutionary Biology from University of Arizona.
Nichols earned his MEM in Environmental Policy and Economics from Duke University's Nicholas School and his PhD in Wildlife Ecology and Evolutionary Biology from University of Arizona.
Lately he is working on BlueMind: The Mind + Ocean Initiative, and a forthcoming book on the subject with Little, Brown.
He blogs at wallacejnichols.org and lives on California's SLOWCOAST.
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