This paper explores what happens when the ideal of sustainable development meets the real and pressing problems in coastal zone planning. Insights into how coastal zone planners understand environmental problems and navigate political visions, knowledge requirements, stakeholder involvement and local conditions, are key to understanding how to develop a holistic approach in line with sustainable development. The paper applies Q-methodology to identify the dominant discourses and explore planners’ perceptions and practices for sustainable coastal zone management. The Q sorts were realized in 2018–2019 in Northern Norway with planners in 10 small municipalities and 8 county level representatives. It is argued that it provides new insights into the challenges that planners face in striking a balance between the overarching values and the practical tasks that planners face in everyday planning; and that the interpretation of factors using Q-methodology should focus on all statements to ensure holism and avoid overlooking important information. coastal zone planningQ-methodologyknowledgeSDG13 Climate ActionSDG14 Life Below Water