Bear attacks are dramatic,usually front page news. However, honey bees and domestic dogs kill more people every year, but just don't make the news.

With sharks, the measures are mainly passive and preventive. With bears, firearms are an option (aggressive and manly). A lot of the bear defense debate centers on firearms vs. bear spray and the debates are interesting. While neither is perfect, carrying a firearm appeals to many, bear spray less so. Research (mostly by Stephen Herrero) shows that bear spray is more likely to work.

I own firearms and occasionally carry. My feeling is that most often the weight and bulk of a firearm and ammo could be more effectively used for water, first aid items, extra clothing, etc.

Wild animal attacks are not the most likely form of trouble encountered outdoors - falls, drowning, and bad weather are more likely to cause difficulty.