Green Jujitsu Black Belt Technique #1: Segmentation
It’s almost a year since my Green Jujitsu book was published by DoSustainability. As regular readers will know, Green Jujitsu is the concept of aligning ‘green’ to your company culture, working to its strengths rather than trying to correct ‘weaknesses’. So in an engineering company, you ditch the poor-polar-bear guilt trip and present sustainability as an engineering problem – and challenge employees to develop solutions because that’s what they know and love.
Since publication, I’ve been using Green Jujitsu at many of the UK’s biggest organisations both in the public and the private sector. Every time I do an engagement, I refine the techniques a little more and one that has emerged is segmentation.
For some organisations, you can assume that culture is fairly homogenous, but in others there are quite distinct job roles which will employ quite different people. For example, when working with one of the country’s leading scientific organisations, we realised that there was a gulf in culture between scientific staff and support staff such as security and cleaners. The scientists wanted evidence for any statement to the extent that some divisions would provide them with, say, raw energy consumption data and let them do their own statistical analysis on it! It was the only way to keep them happy.
Like most of the rest of us, the typical security guard wouldn’t have the time, resources or, frankly, inclination to go to these lengths. The security sector tends to be much more rule-based in culture, so the guards will want clear guidance on, say, what equipment and lights can and should be switched off overnight and what needs to be left on.
Clearly what is a turn on for one job role is a turn off for the other. The answer, then, is segmentation. In the same way that marketeers and political psephologists divide society into different segments, a diverse organisation should brainstorm the different audiences and apply Green Jujitsu to each one. So the eggheads get their data and the guards get the ‘switch off’ guidance embedded into their procedures.
One word of warning: while tailoring the message to each segment is essential, it is important not to stereotype employees in a crude or restrictive way. The insights and suggestions from those on the front line such as security guards are just as useful, if not more so, than those from academic backgrounds, so make sure you engage properly with everyone.