Diversity is in the interest of all life. Therefore, direct political representation of the sea and the life within it is necessary. The Embassy of the North Sea was founded on the principle that the North Sea owns itself. Here, the voices of plants, animals, microbes, and people in and around the North Sea are listened to and involved. The Embassy has plotted a route through to 2030, firstly learning to listen to the sea before learning to speak with it. Finally, the Embassy will negotiate on behalf of the North Sea and all the life that it encapsulates.