Human well-being is one of the global aspirations that underpins the United Nations Ocean Decade. In the context of the expanding literature on well-being and the blue economy, this chapter explores well-being discourses in Ocean Decade publications by UNESCO Intergovernmental Oceanographic Commission (UNESCO-IOC). The discourse analysis illustrates how human well-being is at risk and that improving the relationship between humans and the ocean will be mutually beneficial. The relationship between the ocean and human well-being is conceptualized based on three perspectives: (1) ocean as a provider of ecosystem services, (2) ocean as a contributor to global economic development, and (3) ocean offering aesthetic, cultural and recreational services. In addition to a collective and human-rights approach to well-being, the documents draw attention to ocean and planetary well-being. Embracing ocean literacy as a strategy for behavioral change, the Ocean Decade publications seek to elevate human’s emotional connection with the ocean. Despite the Ocean Decade’s discursive commitment to well-being, and an impressive list of completed actions towards that goal, there are no metrics identified to evaluate progress of human well-being. The second half of the chapter contextualizes these findings through two lenses, public policy and strategic communication. Through a detailed discussion of the literature on happiness, well-being policies, and systems of measurement, the chapter explores the potential operationalization of the well-being promise. Lastly, the chapter reflects on the strategic use of emotion discourse to achieve an elevated human emotional connection to the ocean.