I recently attended a meeting where a representative of a local authority blamed the general public for falling recycling rates. This made me quite angry because if recycling rates have been higher in the recent past then it is clear the public is willing to do their bit. I know for a fact that a number of blunders, including giving out contradictory information, have confused the residents of that particular area.

This is just one example of many I've witnessed where people in the Sustainability profession blame others for the lack of behaviour change. 'Bless their little cotton socks' one practitioner told me, as if their employees were slow-witted children. But this is a dangerous attitude – the equivalent of a supermarket manager blaming their customers for deserting them for the better stocked rival down the street – it will do nothing to reverse decline.

I often say that the only difficult part of my Green Jujitsu approach to Sustainability Engagement is having the humility to see the world from your target audience's point of view. Everything you know about Sustainability is useless unless you can translate it into a form which means something to that audience. Completely useless.

 

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