OK, it was the slow news season with column inches to fill, but Lucy Siegel's attack on the eco-awareness generated by the BBC's excellent Blue Planet II in the Guardian got me really quite ticked off. Siegel's argument is that the right people knew this already ('woke' in modern parlance), but for the hoi polloi and Tory Government Ministers:

"for some reason we still wait for these rare, prime-time glimpses of the planet to give us permission to act on critical environmental issues."

This smacks of all the tin-eared, sanctimonious preaching of far too many green activists – ignoring the fact that Blue Planet has touched the many, many places where decades of campaigning haven't near (jealousy is probably why they feel they have to knock its success). They are the eco-equivalent of all those music fans who only like bands before they are famous and drop them with disdain when they hit the mainstream, muttering darkly about 'selling out'.

But the mainstream is where true Sustainability lies – real behavioural change by multitudes of real people. Personally, I'm no fan of the Tory party, but I rejoice when a Blue Planet-quoting Tory Minister announces action on single-use plastic packaging because that is real progress, both on a practical and a political level.

Another Guardian article caught my attention this week – Patrick Barkham describing some research on Sustainability and gender – apparently men are put off green behaviour as much of it, such as carrying a reusable shopping bag, is seen as feminine. Now, I think that is pretty daft, but, if this is the reality, then we have to deal with that reality. And Barkham quotes a great example of the approach to take:

One experiment found men more likely to donate to Wilderness Rangers – a fictional charity with a black and blue howling wolf logo – than Friends of Nature, with a twee font and tree symbol.

This is classic Green Jujitsu – reframing Sustainability to match the worldview of your audience. If they are macho, then make Sustainability macho. If they are engineers, translate it into engineering. If they are accountants, express it in £, $, €. If they are patriots, express it in terms of national pride.

But the first step in this is having the humility to realise that your audience's worldview is more important than your own. So, please don't be tempted into the high priesthood of Sustainability with their secret handshakes and codewords. Get out there and listen to people instead.

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