The oceans’ resources are critical to life on earth, ranging from providing fish to enabling sea transport, and from mitigating climate change to tourism. These economic sectors and related policies together determine whether the use of oceanic resources is sustainable and equitable, a concept known as the ‘blue economy’. One of the main challenges facing the blue economy is ensuring everyone benefits, so we not only protect, produce and prosper from marine and aquatic resources but that all users share the benefits. Achieving this will require new thinking, new information and greater collaboration between less traditional partners.