The challenge of talking about sustainability with other sustainability people
This week I had the experience of communicating sustainability with some interesting challenges that I want to share with you.
A couple of days ago I joined an in-person workshop organised by a recently formed local organisation, which aims to amplify the impact of sustainability initiatives in my area.
In principle, great. In practice, they are still unsure how to do that in the time they have until funding dries up next year.
The workshop was aimed at gathering ideas from local sustainability businesses, not-for-profits and ordinary citizens.
We had a series of classic brainstorming sessions with post-its in small groups, and I was all pumped up because these people are my people. We all want our city to become more sustainable!
Yet, I had one of the most difficult brainstorming sessions I can remember.
Picture four women with a marker, a whiteboard and some Post-its. All of us really enthusiastic. The question was: "How do we engage with people who know nothing about sustainability?"
One of them started by saying that the hosting organisation should have a market stall in the town centre with weekly themes so that they push only one thing at a time - otherwise, it's a bit overwhelming.
I immediately said that I loved the idea and I suggested the themes should be based on what people are interested in (e.g. gardening, their children's health etc.). I was trying to use the yes...and comedy technique to generate more innovative ideas.
Surprisingly, the woman who suggested the market stall idea said: "No! I don't think they should do that."
She really caught me by surprise. Isn't it obvious that they should try and meet people where they are, starting from what they care about?
"No" she continues "it needs to be based on how people learn best"
Interestingly, I agreed with her AND I still stood by my idea. What threw me was her attitude. She immediately put up a barrier between us instead of considering what I was saying.
I breathed deeply and remembered that I needed to try and step into her shoes. So I said: "Yes, I agree with you. Learning styles are important. In terms of the themes then, do you think they should be based on people's values?" I was genuinely trying to find common ground, as her comment on learning styles was about how to deliver the message, not what.
She said "no" again.
I'm going to make this story short.
She had a clear idea of what she wanted this organisation to do and wasn't ready to compromise on any of it. She said that they needed to do a survey about how many times people eat red meat every week, what kind of transport they use etc. She said that by completing the survey, people were going to think, and as a consequence, change the way they were doing things.
I know for a fact from the research I have done for The Good Communicator that just asking questions will not encourage people to change their behaviour. You need a lot more to do that, including making sure they understand fully the impact on their lives; showing the advantages; using examples of success stories; making sure they have the right support around them to make the switch (e.g. is a plant-based diet feasible for those people? How is it going to be perceived by their families?); making sure they have the commitment and the belief that they are going to make a difference to their lives and that the new lifestyle in line with their values.
Needless to say, no one else had an opportunity to add much to the discussion.
What are the lessons learnt here?
- Even if we only had 10 minutes to brainstorm, we should have established some ground rules (well, the facilitator should have, but hey!): taking turns, using yes...and, letting everyone's ideas be expressed fully before criticising them, allowing ourselves to throw random ideas together before editing them...
- If we start from a fixed position of what's right or wrong, it's hard to listen to others and grow in any way or come up as a group with truly innovative ideas, even when we share the same values with others. Imagine how much harder it is when we don't!
- I gave up. Sometimes it's OK. I chose to use my energy in other, more impactful ways than to lecture or convince this woman about what I thought was a better way to approach the issue. I'm writing an email to the organisers to suggest some alternative ways to do future brainstorming sessions to gather great ideas and intentions in the room.
- Episodes like this remind me to be humble and to listen and to, as much as possible, build rapport and not take it personally, even when my ideas are not well received.
What would you have done if you were me? Let me know as I'm keen to hear about your lived experience.
This article was originally written for the Green Gorilla weekly newsletter. If you liked it, subscribe to receive more articles like this and learn how to communicate sustainability better, how to be more productive without selling your soul to the work devil, and how to make an impact in the world. Here is the link: https://newsletter.thegreengorilla.co.uk/