There’s a bit of tendency amongst us sustainability practitioners and in the greater green movement that we need everybody to ‘get’ sustainability – some go much further claiming ‘mindfulness’ is a pre-requisite of sustainability, or that everybody must form a deeper connection with nature.

Nonsense.

Now I like communing with nature as much as the next guy/gal, but our aim should be to make sustainable behaviour reflexive, not something that requires daily meditation on the deeper meaning of life.

I’m busy writing up the interview I did with Paul Taylor of Camira last month and something he said about the workforce there really resonated:

People weren’t talking about sustainability, they were talking about ‘what I do’.

In other words, at Camira sustainability had become ‘the new normal’ – people didn’t need to think about it, they just did it. I am yet to find a business where ‘mindfulness’ is the norm.