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If you want to influence others to adopt sustainability, the first thing you probably do is to prepare your argument: you might fill a PowerPoint with facts and data, and think about potential objections.
However, 35 years since the first IPCC report warned us about climate change, nothing significant has changed.
Facts and data on their own do not change behaviour. Fact (excuse the pun).
So what does?
Influencing others is not a modern problem.
In fact, the Greek philosopher Aristotle talked about persuading others in his Rhetoric.
He didn't just say: "Oh guys, make sure you have all your facts right (logos)" (in his own words, of course).
He also said:
"Make sure you are credible (ethos)" and
"Make sure you provoke emotion (pathos)".
Being credible in modern words might means you are authentic and trustworthy - not necessarily that you have all the qualifications and have written books on the topic. Being credible is key to building a rapport with others so they trust you and listen to you.
And with concern to provoking emotions...
Tell a joke!
Share a story or a case study that resonates.
Understand who you got in front of you by asking questions and listening attentively to the answers, then respond to their needs with a bespoke solution.
Next time you are in a meeting, think about old Uncle Aristotle and change the way you approach your clients!
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