Showing posts with label sustainability. Show all posts
Showing posts with label sustainability. Show all posts

Wednesday, 7 September 2011

The Accidental Environmentalists - #1 Alain de Botton

A couple of years back I interviewed a few people on the subject of 'accidental environmentalism' exploring with them whether, in educating FOR sustainability, we actually need to talk about environmental issues at all. Sustainable lifestyles are made up of a vast collection of sustainable behaviours. They are all underpinned by a set of values such as kindness, empathy and respect. The argument is that to build sustainable lifestyles we need to work from values. I'm fortunate now to be working at a charity that truly understands this. The sustainability movement in general seems to be waking up to it too.

These interviews were intended to become some sort of coherent book on the subject. Maybe one day they will become that, but judging by how busy I currently am, it won't be anytime soon. Therefore I feel that I should no longer sit on them, waiting for a rainy day. Over the next few weeks I'm going to publish some of the transcripts here.

The first one features the philosopher and School of Life founder: Alain de Botton.


Alain De Botton (London, 21/08/09)

I started off by asking him how engaged he is in sustainability issues.

I think it seems to me to be part of a broader thing that no thinking being can be unconcerned about, which is really the position of man in a very advanced technological age in relation to nature and natural forces and the balance between the human man-made world and nature, which includes things like nuclear weapons as much as it includes global warming. I think it is part of a broader thing; it encompasses lots of different things and is perhaps over and above everything else. So, it almost encompasses war as well. It is about human beings as agents of destruction, rather than as respecters of life, or givers of life. Yes, it is hard to be human and not to have come across those issues in some form.

I explained the traditional structure of education about and through the environment and their overall aim of being for, and that there is a limit to this in terms of changing people’s behaviour.

Well the point is that if you talked to them about kindness; that might have as much of an impact on their attitude to the environment, because I think a lot of it is about aggression in its broadest form and the opposite to aggression is kindness.

I wondered if people are consciously aggressive towards the environment?

Well they could be consciously aggressive, or they could just be heedlessly destructive of it, like we are with people.

I explained to him how I view his work as being education for sustainability despite it not talking too much about the environment at all. I asked him if he sees his work in any way as a sort of education for sustainability.

You are right in that people can care about certain values that do not immediately seem connected, or not directly connected to a particular issue, but values don’t have to be. So if you are interested in a value like tolerance, let’s say, tolerance is an application to how you discuss a recipe with a friend to how you run your immigration policy as a country to whatever. In other words one can say that a book or a theory can be discussing something, or be relevant to something without discussing it. It’s like if you read a Jane Austen novel, you come away looking at your world through Jane Austen’s eyes and so it weirdly seems as though Jane Austen is telling you about office politics in the 21st century. Even though that’s not what she was writing about. It has a relevance that stretches beyond. So you know you could find that Greek tragedy is about environmentalism or whatever and it’s not implausible to say that. So yes I think the amount of people who may be relevant to the discussion might be much larger than traditionally understood by people who are trying to define an ‘eco’ literature or eco-philosophy, or whatever.

I explained that that is where I am coming from and that there is a lot of accidental environmentalism going on. My argument is that if this ‘accidental’ education can be aligned with understanding’s of why (from a purely environmental perspective) it is important to use low energy light bulbs, recycle, compost and save water, then we might start to get somewhere. Rather than telling people to ‘stop doing this...’ and ‘give up that....’ and so on. Especially when there is so much education against sustainability going on around us all the time.

I think you are right, but I think one might need to make that connection explicit sometimes and to say ‘you know about this... and you know in theory that you should do that, well there is a bridge between the two.’ You might need to make that bridge explicit, that would be invaluable, maybe.

I said that this is what I am trying to dig out and whether we can integrate other forms of education. I went on to ask him about The School of Life (TSOL) and how he thinks that might fit into Education FOR sustainability.

[Chuckles] I don’t know. Again, perhaps not directly, immediately. I guess it’s one of those things that if you really took the message of many of the things that TSOL does, you would be unlikely to end up as a sort of ‘eco-destroyer’ as a destroyer of the environment. It is not that there is a direct course in how to save the environment, but if you take it seriously, if you engage with almost anything that it does, there would be a serious incompatibility if you then emerged as a logger of the Amazon rainforest. So again, it is not that it is explicit, but it is implicit. You know, ‘if you take ‘x’ seriously, you are almost by definition going to be quite sympathetic towards ‘y’.’

I spoke about realigning our value systems and working out how to meet our emotional needs in authentic, non-material ways and how The School Of Life can help us to do that.

I suppose it raises the question of what a concerned citizen should do... In modest ways TSOL is trying to change the mindset, but it is a very tiny thing next to ‘The Sun’ (the newspaper, the Sun). It is an incredibly tiny thing. I do think in our society opinions are shaped by the media, it is a cliché, but it is true. The reason why people start to worry about things, or know about things, or think about things it is because disseminated through organs. Which explains why there are people like PR companies etc. The problem is that it is incredibly difficult to get some of the more complicated or awkward[m1] messages through for any length of time and TSOL can try, but on a bad day, in terms of a global problem, you could say that it is just appealing to the converted. It is appealing to people who are basically pretty nice anyway and they need to get together and that would be very nice for them, but its lacking power in a serious sense, in the way that The Sun has power.

I said that it has the potential to be a leading example, or a prototype of this sort of approach and people are already starting to copy it, people are recognising the need for this sort of thing and this approach can build.

For me, one of the questions is what do you do if you care about things? Traditionally for me the response is you write a book and that helps things. But I also recognise that a ‘pilot project’ can in a way can be a good thing and that is why I see TSOL as a pilot project in the sense that it’s a model for how one might do things that could then spread out. We haven’t got the resources or energy to do that, but it is a small thing that could grow. So in that sense it is the equivalent of the single issue campaigner: ‘I’m not going to change the whole mentality, but if I manage to stop this sewerage works from being built, or I manage to stop thatfactory polluting.’ Maybe that’s as good as writing 100 editorials saying ‘shouldn’t we all... whatever’. So it’s trying to get ‘local’ and do one thing.

I then discussed my time at TSOL and how I wanted to get involved because I could see the FOR sustainability potential. I said that I felt that they didn’t want to engage with sustainability, or have that tag and I asked him whether he thought that was a conscience decision.

Personally speaking I think one has to find one’s own way to an issue and the thing about environmentalism and sustainability etc is that these are things which are words often made up by others to describe a problem, which sometimes you have to find your own way to before it actually becomes something you feel and understand deep inside. I think there is a real distinction between an academic intellectual understanding and a sort of emotional understanding. I’ve seen this with lots of topics you know, I remember sort of ten years ago or something when I was writing much more about the personal. Someone said to me ‘have you ever thought about writing about the workplace, or politics or whatever?’ I would say that of course these are things I have thought about, but I have not found a way of writing about it in a way that would feel personal, in a way that would be my own, rather than just a newspaper editorial or something. And for me it is slightly the same with the environment and I think that I am on the edge of finding my way towards a more authentic way of speaking about these things, but I’m not quite there yet, but I can feel it, I can feel it’s coming because I think you just need a topic to sit with you. [m2] I think that teaches me that if I’m feeling that, then probably lots of people are feeling that. You know, we are told by the media to worry and be concerned about a lot of things and a lot of time we are not actually concerned, because we don’t have the experience and we’re not at the right life stage. I know, as a man who has children, before I had children, I didn’t really understand.... For example I’d read in the newspaper headlines that a childs been run over and I’d think ‘oh dear’, you know... I didn’t really understand it, you know now I understand what that means, in a way that a media account would never prepare me for. Likewise there are many people in the environment movement who feel at a very deeper sense what this means and I think that is something that one has to realise takes some time. It’s like, racism, we live in a world where to be racist is considered immediately to be absolutely terrible and that’s it! So you don’t even allow anyone one second of thought that they might have a racist view or racist feeling and not be the antichrist. So for many people it takes actually quite a while for people to discover what it might actually really mean not to be racist, rather than to bullied into not being racist. It might take a trip abroad and it might take contact with people from different races until actually really they think ‘OK, I am going to stop faking that not-racist thing and I actually live it now, I actually believe it fully, I sense it with all my being.’ I think the same thing is true of environmentalism, I think it is unacceptable not be concerned about the environment and because of that strong pressure many people are simply too sort of scared to talk about it.

I asked him if he thought that it leads people to do ‘green’ things, to be seen to be doing green things, to be ‘conspicuously green’. I asked whether before a person has that deeper understanding and realise that it is not just about climate change, it’s not just about turning your taps off and that it is about re-evaluating all of your value systems and all of your decisions, being green just becomes another status symbol.

Well obviously there are horrifying sort of fake versions, just like there are fake versions of everything good. Like people who fake that they are interested in art. That can happen with anything that is good, anything good is open to fakery. So I don’t think it is unique. But I think you are right there is always a heart felt way of doing things that is better. If I was an advertising agency and was thinking ‘how can we sell concern for the environment?’ ‘What would be the best way into this topic?’ You could do a lot of research, perhaps you have done already... into... ‘When’s the moment when somebody feels an issue personally?’ As opposed to feeling it intellectually. I mean intellectually it is simple enough, you tell someone the ice sheet is melting and they go ‘ooh gosh!’ What moment might they... it might be a way of connecting, I mean this is normally this is the way it is done, you connect something that does happen to everyone and you try and show how that thing is connected to a bigger more abstract picture, so you say ‘that playing field that used to be near your house is now being concreted over, it is being concreted over by all sorts of forces and these are the forces blah, blah, blah.’ Then you zoom out from a particular and you hold on to people’s emotional connection.

I agreed that there is strength to that sort of approach of putting it in people’s back yard. I then discussed how it is possible to engage people in conversations about climate change when extreme things have happened, for example the floods in Cheltenham. I went on to pose whether it is more important to talk about things in people’s every day lives, like why did they go to Primark, why did they buy three shirts instead of one, what forces brought them there and what is the impact of that? I then said, this is why I felt that maybe we don’t need to talk about the environmental issues.

Yes it is a more general conversation about thoughtfulness, empathy, kindness and so on. I think there are some people that I’ve met from within the environmental movement, who in a previous age would have been saving people’s souls, I don’t mean that in a bad way... They are more broadly interested in kindness and a certain kind of redemption, salvation and so on, all these kinds of things, which obviously, they sit on religious topics but that is not to say environmentalism is the new religion as though that is immediately a bad thing, or a crazy thing. I think there is a very strong impulse in human beings to, obviously to kill, but also to nurture and it is part of that nurturing instinct which, at some points in history, has led one way and at some points it has led towards Buddhism and at others to other things... It is a way of worrying about human selfishness and greed which has always been a concern for a certain percentage... you know 15% of the population [m3] has always been acutely troubled by our impulses towards greed and thoughtlessness and have tried, in whatever way the age offered them, to channel those energies.

I wondered whether the survival of the fittest thing, could be modified with intelligence, in that we need to work together if we are going to help the species survive.

So it is the co-operative versus the individualistic drives in human nature battling it out[m4]

Next, I brought the conversation onto travel and explained how it is probably the hardest thing for environmentalists to talk about... I discussed the NEF five ways to wellbeing and how most of them can be done and coincidentally done well in environmentally responsible ways. But, travel is a harder one because it can be so valuable to people. I wasn’t sure exactly what I wanted to talk to him about so I talked about escapism and how travel can be so much about escaping physical surroundings, certain people and so on, but it is harder to escape emotions.

There is one view that we never need to change our locations because we can do everything through our minds, so there is a disembodied view of human nature that everything you do, you can do in your mind. Then there is another view which is to say that we are embodied beings and we live through our senses, all of us not just our reason and that we are influenced by such things as the weather, the texture of the carpet and how high the ceiling is. And these are all awkward thoughts, because it signals a loss of control. It’s worse to think that your life might depend on the height of the ceiling, you ‘ooh how awkward, I might have to buy a new ceiling and that’s a major investment, or I might be dependent on the weather and it is only nice 3 months of the year.’ There is an incentive to deny that I think. I juggle with this, but I think that on the whole we remain awkwardly dependent on the external environment for our moods, happiness etc, state of mind and we may sometimes need to travel. I think one of the deepest reasons to travel is in order to cement an inner change, to somehow mark a change and help that change. If you think about how pilgrimages used to work. The whole idea of a pilgrimage was that it was an unpleasant long journey which provides a demonstration or commitment to some idea. And in a way the more unpleasant and long it is the better, because that will lend solidity to the idea. So you know you will walk to Jerusalem, you don’t need to walk there, you could take a boat, but you say ‘let’s walk it!’ you know. I think that is still bubbling away in us. For example, you might get a couple saying, we need a holiday, to get away from it, to mark a step or to re-charge our batteries. Or someone might say ‘I’m looking forward to the flight because when I’m on the plane I can look at my life in a different way.’ We need distance and perspective, etc, etc. I think that that will never go away. If there is a hopeful thing for environmentalism in relation to air travel for example, it’s that I think that that pilgrimage point plays right into an argument for making air travel more limited and more of a treat as it used to be you know 30 years ago, we might do it, but not that often, you’re not going to fly to Paris kind of thing.

I then discussed the concept or habit of ‘throwaway travel’ using a £30 trip to Berlin as an example and saying that one might not put as much effort into it.

Imagine if it cost £3000 people wouldn’t enjoy it any less, they might enjoy it more. If you were only allowed two trips to New York in your life time, ‘that’s it two trips!’ When are you going to take them and how are you going to think about it? Boy oh boy would people think about it. And if they cost 18 times as much the airline would still make money. The argument would then be that only the rich people would keep flying. Ok, but, it only goes some of the way... other people could fly as well, they would just have to save up for it more. You could tax it, according to income tax, or whatever. Anyway, there would be other ways of structuring it.

I discussed the travel experiences of people like James Cracknell and Ben Fogle and how they can inspire people to do similar things and to put themselves into a situation of forced reflection on their lives and priorities. I also discussed ‘slow travel’, but finished by saying not all flying is bad.

No, no, it just has to be limited to a certain level.

I told him I thought of him as a commentator on ‘life’ and asked whether he has ambitions greater than just commentary and whether his involvement in TSOL is an attempt to change things.

Yes I think that [TSOL] is an attempt to change the world rather than comment on it! I’ve always been troubled by this and the role of a commentator. That is why I have always had a vulgar interest, vulgar as in a desire to popularise and vulgarise ideas, which has got me into trouble with people who don’t like that, people who are professionally invested in things being as they are, but I think that, yes, I’d rather a bit of vulgarity I guess at the end of the day. I do think we live in a world where the idea of the artist, thinker, and philosopher is associated with irrelevance, you sit and you knit while bigger things are happening. Again to come back to religion, I’m always attracted to people like the Jesuits who understood the need to engage with power and to engage with the real world; if they wanted to do stuff they might have to sit down to dinner with someone they didn’t particularly like and butter them up and try and get some money off them, you know, whatever it was and that is actually part of life, it’s not some horrendous thing, it’s part of life. I’ve always understood that and felt open to that and a need for that, so TSOL is a first step in a way.

I asked him if one year on it is going the way he expected it to be.

Yes, I mean it is incredibly fiddly, we are now just doing an audit into how the money will work etc etc. I was speaking to a friend the other day who said ‘what you are doing is really original and on a normal business plan it should be like that [uses hands to express growth] or there is something terribly wrong.’ And they were saying that it might just take a bit more time for it to really catch on. You know, things are building up really well for the Autumn, courses are building up well. There are signs that things are getting incrementally better but it shows me new respect for the practical world, you know just to get anything, to organise a payroll for four people is a major operation. It is very very difficult and it is not surprising that the people who have been able to do the thinking and the commentating, on the whole, have not been the ones who’ve been able to organise the other stuff because it is almost another side of the brain, it requires such patience. But, at least unlike some writer colleagues, I’m at least sympathetic to that discipline even if I do tire in front of the Excel spreadsheet. At least I deeply respect its role in trying to get to things that are valuable.

I suggested that his last book [on work] made him appreciate the mundane things people have to go through every day.

Yes, but also that the mundane can be in service of the not mundane and that if you can get the two aligned then you’ve got something to build from.

I asked him whether he ever considers the impact that his work and other things like it might have on people in terms of leading them into an existential crisis.

I suppose because I live it myself, these are journeys that I go through and they involve disruption but also growth, I don’t know, it never occurs to me. My feeling is that people pick up things and read things and get disturbed by things when they are ready to be. It may not always be a comfortable experience, but basically they are ready for it and they want to do it. No one is forcing them, you just shut the book if you don’t like it, or you don’t even pick it up. So by the time someone’s picked up a book or engaged with a film or something it is because they were ready to do so. So even if there is disturbance it is something they are inviting in.

I suggested that a lot of people are not willing to listen to it.

The majority

‘I get this all the time, I talk to my friends about these kind of things and they are like ‘oh shut up, can we not just talk about football?!’ and I reply ‘[sigh] well I guess we can!

And it is very frustrating because people are ready at different points.

‘You kind of feel like shaking them’

It is one of the great tragedies of friendship that, you know.... Of course these people might in twenty years time go: ‘oh my god I’m so concerned, I’d like to have a conversation with you.’ But, by this time you’re living in a different country, they’re doing something else and that moment’s not aligned. It is very hard to get people in a room who feel the same way, who want to, at that moment, talk about the same thing. I suppose that is why people read books, to make sure that they can find somebody, at that time, be it a writer who died a hundred years ago, who feels the same way.

How about the internet?

Well the internet can connect you, at that moment I guess.

I told him what I was up to with Global Footsteps, EcoActive, doing these interviews and so on...

Well, I feel for you. We’ve all got a limited lifespan and the whole problem is, if one cares about these things, what is one to do? How is one to attack the problem? Do you go into here, or do you go into there, this is something I ask myself every day, every day! Am I attacking the right area you know? I am perennially troubled by this I don’t know?

I told him I thought he was doing some good!

Yes, some good, but you just think... I always think the powerful forces in this world can feel so powerful. For example at the moment I am writing this book about Heathrow, I don’t know if you read about it, but anyway.... it’s a nice idea for me and it has enabled me to get all sorts of ideas across, so I have slightly gone to bed with the devil a little bit, but it is interesting. But I’m aware that to get certain ideas across you can get on the Today programme like that [clicks fingers] and to get other ideas across that actually feel totally important and valuable they would say ‘oh goodbye, that’s not for us.’ It is censorship basically and there is censorship in our society and you cannot get certain messages across.

Any examples?

Well some of the more: how are we living? So I was on the Today programme the other day talking about this Heathrow baggage system and it is totally computerised and automated and everyone is terribly excited about it and I said to the presenter: ‘you do wonder why it is automated, we have coming up to 3 million people unemployed, why have we automated it? What is so good about automating it? Why do we always want to do this, to put machines everywhere, chuck people out of work then pay them unemployment benefit, so that they can sit at home?’ We’ve got too little work on for people and yet we are obsessed by automation. Anyway, it is a big point about the role of machines and the role of humans, of course it has got completely cut for reasons that it was not quite ‘on the message’. We don’t live in a Stalinist dictatorship, it is a self censorship, people kind of know what is acceptable and what is not and you can’t really question the economic system. There is a moment at which it gets... you know, people will kind of say ‘oh that’s a bit too strident’ or something, they don’t see themselves as censors, but that is exactly what they are. People sometimes say things like ‘I wonder what it would be like live under communism, everyone would be whispering and so on’. And I think ‘you don’t have to imagine so hard you know, look at your own society and look at the way people naturally censor themselves!’ In work, when they are talking to the media etc, people naturally do it and they don’t even notice it and that is exactly how it would have been in communist society. People wouldn’t have gone ‘ooh I can’t say this’ they would have done it exactly how we do it. But we play up this enormous difference, ‘oh it was so un-free then!’

Ah well!

Tricky stuff!

Thanks very much!


[m1]Interesting choice of word

[m2]Maybe this is the stage we are at collectively? This topic is currently sitting with people... they are thinking about it and maybe they will soon ‘get it’.

[m3]This is a big point, we are never going to make everyone concerened, maybe the 15% need to stop trying to make others concerned and ‘like them’ they need to change the behaviour of others, in other ways?

[m4]Is this all it is, is it like he says, the environment, just a vehicle for those who rally against individualism to sit in?

Wednesday, 30 March 2011

Ecoinomy - Ecosystem - Economics

It is worth taking a look at the Ecoinomy website, they are a company purportedly setting out to help businesses become more 'sustainable'.

The main motivating force they are appealing to to get clients on board is the bottom line: money and profit. Their messaging is so explicit, it is almost painful, they might even fall flat on their face as a result. What particularly disturbs me is their hi-jacking of the word and concept of Ecosystem. Check this out from their website:

The eco.system. What's that? What's in it for me?

For a small monthly sum per employee, we will bring our unique ‘eco.system’ into your workplace. Not only will this help you begin to comply with the Carbon Reduction Commitment Energy Efficiency Scheme regulations, it will also repay itself many times over as your employees begin to see the fun in behaving in a greener way, are encouraged to interact with each other (particularly between departments that previously had nothing much to do with each other), and find their morale and motivation growing. As a recent survey observed, a highly motivated workforce is 84% more productive than one that isn’t. Imagine that translated into profits. What a happy manager that would make you, especially as Ecoinomy and our eco.system will also lift an astonishing amount of responsibility from your shoulders.

The linguistics here are appalling. Talk about appealing to and reinforcing damaging 'self-enhancing values'. To learn more about the dangers of this read up on the Common cause report. The rest of Ecoinomics site including this video explains their concept a bit more. Aside from the outrageous abuse of the meaning of the word ecosystem, Ecoinomics seems to me to be a classic example of businesses being encouraged to ask 'what can sustainability do for me', rather than 'what can we do for sustainability?'

Sunday, 12 December 2010

Bill Shankley and Benevolence

Saw this in The Independent yesterday. Liverpool are (were?) a club of with commendable values.

Former manager, Bill Shankley, is revered, not just because of the success he brought, but because of the man he was; his values. This quote exemplifies it. 'I would like to be remembered as a man who was selfless, who strove and worried so that other could share the glory...' Stirring stuff, what's it got to do with Sustainability? Well, it reinforces self-transcendent values, a commitment to things 'bigger-than-self'. In a world in which much messaging (not least from Premiership football) reinforces 'self-enhancing', self centred values, it is nice to reminded of great men like Shankley. He lived and breathed for his beloved club, he put it before himself at all times.

This quote highlights Shankley's Benevolence values, he was concerned with 'preserving and enhancing the welfare of those with whom who [he was] in frequent personal contact (the 'in group') (Crompton, 2010, p. 31). In Common Cause, Tom Crompton draws on Tim Kasser. Kasser's empirical studies have produced data showing how those with benevolence values are more likely to be concerned with 'bigger-than-self' issues than those who value personal achievement, status and power. I listened in on a conversation between Kasser and Andrew Darnton last week at the Common Cause workshop last week. They were discussing the potential for 'bleed over' between benevolence and universalism. Universalism: 'Understanding, appreciation, tolerance, and protection for the welfare of all people and for nature.' (Crompton, 2010, p. 31) Those who value universalism are even more likely to be concerned with 'bigger-than-self' issues. But, universalism (where concern is with abstract 'out groups') is probably less common in most people than benevolence (where concern is with those closest to us, our 'in groups') . The 'bleed over' suggests that benevolence can provide a step up to universalism and that they are mutually reinforcing. Common Cause argues for stronger reinforcement of benevolence and universalism. The sort of benevolence displayed by people like Bill Shankley and more recently by current Liverpool heroes like Steven Gerrard, and Jamie Carragher is good to see, but rare. Benevolence does not necessarily predict universalism, but it is a better value to champion that 'achievement, power and hedonism'. Sustainability educators can search out and amplify cultural examples benevolence, they don't need to mention the environment.

Thursday, 2 December 2010

It doesn't have to be one line for the shareholders and another for the environmentalists

I got back from the Ten+One conference in Bradford last night. My understanding of the sustainability and business was satisfactorily advanced, thanks largely to the conference, but also unexpectedly by an article I gleaned from The Times over breakfast at the independently run and very hospitable Ivy Guest House!

Many environmentalists feared that the economic crisis would delay corporate action on Sustainability, as David Wighton put it in The Times yesterday (December 1st, 2010, Opinion, p. 29 [paywall]): ‘If you are in a fight to save your business, you might forget to save the environment.’ Wighton points out however that the opposite appears to be true; the economic crisis seems to have had a galvanising effect:

[S]ome of the increased focus on green issues is a direct result of the economic crisis. Companies are faced with slow growth in mature markets, but rising and volatile prices for many commodities driven by the insatiable appetite of China. It makes sense for businesses to be more careful about how they use such resources, particularly energy.

Wighton speculates further that investing in sustainability is also a very good public relations exercise:

Business leaders have also been alarmed by the slump in the public’s trust in big companies... Some chief executives talk about trust as “the scarcest resource of all.”


Bosses fear that their businesses could pay dearly for this loss of trust and believe that demonstrating a commitment to the environment could help to rebuild it. A survey of global chief executives, conducted by Accenture with the UN this year showed that boosting trust in their brands was by far the most important motivation for taking action on the environment.

It is of course easy to cynical about this, I must point out that Wighton is not presenting these findings in a cynical way at all, he is just exploring a business trend, taking his cue from this year’s UNGC/Accenture CEO Study ‘A New Era of Sustainability’. That study surveyed 766 CEOs from around the world and interviewed a further 50 CEOs and 50 business and civil society and business leaders; ‘the largest such study of CEOs ever conducted on the topic of sustainability’ (UNGC & Accenture, 2010, p. 10). The study says this: ‘Demonstrating a visible and authentic commitment to sustainability is especially important to CEOs... Strengthening brand, trust and reputation is the strongest motivator for taking action on sustainability issues, identified by 72 percent of the CEOs’ (UNGC & Accenture, 2010, p. 10). So what is an authentic commitment to sustainability, do CEO's even know? And what about the shareholders? I’ll deal with that last question first.

Wighton argues that because a commitment to sustainability is good for a company’s brand, employee retention and running costs it is good for the company full stop. It follows therefore that it must also be good for its shareholders. But, Wighton throws up another interesting observation: ‘Many [CEOs] privately believe that being environmentally responsible is a good thing in itself. But they feel that they must adopt utilitarian ethics, justifying everything on the basis that it leads ultimately to the greatest happiness of the greatest number of shareholders.’ Are CEOs therefore acting on their environmental concerns (a la ‘Social Business’ as practised by Professor Yunus) but having to justify their sustainability activities on financial grounds to their investors and shareholders? This creates a difficult balancing act in communications around the win, win, win; People, Planet and Profit triumvirate. The result is that authentic commitment is often masked and difficult to detect (whether it is there or not).

At the Ellen MacArthur Foundation ‘Ten plus One conference’ this week, Douwe Jan Joustra of the NL Agency (the Netherlands governmental agency for innovation, energy and sustainable development) explained how the Netherlands government is trying to nurture a business led Cradle to Cradle revolution. He made three key recommendations for policy makers: Firstly, using the slightly lost in translation phrase ‘steering on conditions’, he argued that Government’s need to provide the right conditions for innovation (basically don’t intervene; let creativity flourish). Secondly he advises policy makers to make use of ‘coalitions of the willing’, start with the businesses, like Desso, who already ‘get’ the C2C model and are living and breathing it; the rest will eventually follow. He thirdly stressed the need to ‘educate, educate, educate’ specifically on systems thinking and Biomimicry.

A Cradle to Cradle revolution has a huge potential to realise the sustainable development dream; the holy trinity of a balance between People, Planet and Profit. This is why it is so powerful and it makes the communications balancing act possible. At present those concerned with People and Planet are sceptical that they can win while Profit wins. Those concerned with Profit alone worry that prioritisation of People and Planet will lessen the wins for shareholders and investors. This is why CEOs are caught in the difficult position of trying to convince shareholders that sustainability is good for business, while also trying to convince environmentalists that their commitments to sustainability are authentic. Either by accident or design the Ten+One conference was priced such that it attracted Corporate Businesses as well as independent business, academics and one or two scruffy environmentalists like me. Because of this mix, the speakers from Desso, Aveda and B&Q were thrown into the communications dilemma, they had to convince environmentalists and business simultaneously. Although wild enthusiasm never quite broke out, I detected very few raised eyebrows or deep sighs. Why? Because of a recognition that Cradle-to-Cradle is not about limiting the impacts of business on the natural world, it is about creating positive impacts on the environment. Cradle to Cradle, when thoughtfully applied, enhances the natural world; companies can say ‘we are in the business of enhancing the natural environment’ and can show the tangible results to prove it. It is a natural ally of the Social Business concept championed by Muhammed Yunus.


Ten+One was framed around Cradle to Cradle, Systems thinking and the Circular Economy. Looking at the world from these perspectives is transformative, it is game-changing. We often think of the world in a reductionist, mechanical way in which we are separate from nature and seek to control and tame it. We think of natural resources being infinite and send them linearly from cradle to grave in a take, make, transport, use (re-use and recycle a bit) and dump progression. These linear models are embedded in business practice and environmentalists have been trying to limit the negative impacts of businesses that use this model for decades. Instead of focusing on greening that model to make it ‘less bad’, we should be focusing on the promotion of an entirely new model (one, as Bucky Fuller said, that makes the old one obsolete). This is where the Cradle to Cradle model comes in. In this model resources don’t travel along a linear path they cycle. Technical resources and biological resources cycle in two discrete closed loops powered by renewable energy sources. If that can be achieved the environment no longer gradually declines, it gradually improves. Michael Braungart describes this as the difference between eco-efficiency and eco-effectiveness. This model is incredibly positive, it ‘sells the sizzle’, it is inspiring and transformative. At the moment it is in an early embryonic form, but as a concept it allows us to dream of true balance of People, Planet and Profit and a better future.


The examples of Cradle to Cradle presented during the Ten+One conference illustrated what could emerge when you ‘steer the conditions’ correctly. By their own admission Desso, Aveda and B&Q are far from perfect; they have a long way to go to be truly cradle to cradle. They are limited by ‘the conditions’ they exist in but, as leaders, and as part of a ‘coalition of the willing’, they have an opportunity to help ‘steer the conditions’ for others, like Unilever (?) to follow. Despite the positivity of the UNCG/Accenture study, it is notable that it only carries one reference to cradle to cradle on page 44 of 60. Apparently ‘the Timberland Company’s new range of “Earthkeepers 2.0” are conceived with “cradle-to-cradle” principles in mind, and designed to be disassembled for recycling at the end of their useful life’ (UNCG/Accenture, 2010, p. 44). This suggests that sustainability is not properly framed yet in the business world, the objective of being ‘less bad’ seems to remain.

Despite the phenomenal success of the Cradle to Cradle book, as a concept it still remains on the margins of both the business and sustainability worlds. It mustn’t stay there, it is a concept with a huge potential to unite these two worlds. For it to gather speed in the mainstream, an imperative must be placed on education. But, it is not enough to simply educate about Cradle-to-Cradle in isolation in the business world. Education based on a mechanistic worldview needs to move towards education based on a systems worldview and ecological intelligence. It is a paradigm shift called for by Sir Ken Robinson, Stephen Sterling and now the Ellen MacArthur Foundation.

Sunday, 14 November 2010

Teaching on Systems Thinking

It always seem so important to me that sustainability educators place an emphasis on systems thinking. I'm currently researching for some practical advice on how to actually go about doing this, so am going to plonk a load of URL's on here, mostly for my own benefit, to collate some good advice as I find it!


This article briefly discusses the importance of systems thinking to ecological thinking. Not much advice however on how to teach about it.
This power-point slide show by Dr. James J. Kay from University of Waterloo, CA, gives some very useful advice on teaching systems thinking, I include a few quote below:

'Students must be given explicit opportunities to apply systems tools and approaches to real-world situations. Experience has shown that students can only really appreciate systems thinking and the issues related to it after they have undertaken a system study. Accordingly it must be the first element of a systems education.'

'Educating about general systems behaviours involves teaching about such phenomena as:
  • non-linear behaviour,
  • attractors and flips between attractors,
  • feedbacks,
  • emergence,
  • self-organization,
  • chaos.
Generally these behaviours are not intuitive to students. They do not conform to the Newtonian linear causality mode of reasoning that is a cornerstone of our culture.'

'Chaos Theory: our ability to forecast and predict is always limited regardless of how sophisticated our computers are and how much information we have.'

'Whether dealing with soft or hard systems situations, instruction about systems approaches is best done in the form of case studies, both presented in class and undertaken as student projects. In this regard, we can not overstate the importance of students participating in project work. One cannot learn to drive a car or to ride a bicycle by attending lectures or watching others doing it. One must do it oneself under the guidance of an experienced practitioner. Learning about systems approaches is learning a craft and as such the apprenticeship model is the appropriate mode of instruction.

This is a 13 page article by Bob Cannell on the wrongness of systems theory as a HR tool.

Some very good insights here in relation to decisions made in the education system. Here is a list of reasons people make bad decisions in complex systems:
  • Acting on instinct
  • Failure to anticipate-delayed effects
  • Focus on one aspect of a complex system
  • Failure to understand non-linear effects
  • Less analytical & reflective thinking as a problem worsens
  • Accidental reinforcement of undesired behavior
  • Failure to recognize internal feedback mechanisms and change over time (Spector, 2010; Sterman, 1994)
This PDF titled 'Systems Thinking Basics' should be useful, it has several student activities at the end.

Some fantastic resources here for planning lessons on systems thinking from the Creative Learning Exchange.

Systems Wiki.

Tuesday, 26 October 2010

Re-thinking our approach to Climate Change

I've just responded to a blog post titled: 'Is it time for the Climate Change movement to completely re-think our approach?' on Be That Change.com. In short, yes it is and it has been for a long time. In the blog Kieren Battles laments the lack of media coverage given to events on 10:10:10 and rightly suggests that: 'Surely we cannot continue to do the same thing and expect different outcomes. As we all know, that’s the definition of madness.' So here is the comment I posted, hopefully it is constructive:

It is nice to read someone honestly admitting that 'events' like 10:10:10 essentially fail to capture public and media attention, you are right they do. On top of this only 74,000 people out of a 60,000,000 population have signed up (and how many of them fulfill their pledge I wonder?) .. You are also right to say that a mass frisbee event (if, and probably only if, heavily sponsored and promoted by a multinational corporation) would have got more attention, it undoubtedly would have. The mainstream media sadly has a habit of ignoring anything that in any way suggests we consume less (of anything) for any reason. The mainstream media is, in the main, run/funded by people stuck in the neo-liberal consumer capitalist paradigm and they are hell-bent on prolonging it as long as they can. I'm not a huge fan of the 10:10 approach and although I think Bill McKibben's 'Deep Economy' is an excellent book, 350.org, is also not the best approach to take... they both use the wrong language, ask for a pathetic amount of change, are reductionist and strengthen the trend toward green consumerism, which in the end creates 'less bad' not 'better' behaviour. What always seems to be missing in the design of such initiatives is a realisation that people don't damage the environment because the HATE the environment, or HATE polar bears. They damage it because they care about other things as well, lots of other things - TV, films, music, clothes, playstations, holidays, toys, phones etc etc etc. It is hardly surprising given all the influences that surrounds them. Environmental concern, however strong, is only one of those influences and often it is a minor and easily forgotten one.

Taking the single issue, reductionist approach of only campaigning on Climate Change, is disingenuous when we need systemic change. Campaigns like 10:10 seem to ask only 'how can we go on living like this, but in a low-carbon way?' We need to inspire people, especially young people, to create new ways of doing just about everything: grow food, make clothes, entertain themselves and each other, build houses, travel, socialise, holiday, work, care, etc, etc. We need an education system that teaches science, maths, english, history, geography, languages, sport, economics, politics and philosophy through the language of sustainability... this way we create sustainably literate young adults, who can envisage different (and more commonsensical) ways of doing things and the skills, knowledge and creativity to do them. Sure you can educate about environmental problems, the end of oil, biodiversity loss and so on, the reality check is essential. But also educate in science about biomimicry and permaculture, in PE and drama about the joy of doing it, rather than watching it; in English about The Great Gatsby's painful experience of the material wealth = happiness myth; in philosophy about Aristotle's pursuit of wellbeing through welldoing and Plato's understandings of simplicity; in economics about the truth behind Milton Friedmann's Fundamental free market, The Spirit Level and the Green New Deal; in Art about the romantic's love of nature and fear for it, etc, etc.. The young people of today need to question everything, they need inspirational teachers who can guide them through this and point them towards ideas like Cradle to Cradle and The School of Life.

A lot of money was thrown behind 10:10, has it done anything more than create a load of convenient 'greenwash' for institutions, individuals, organisations and governments? Could the money have been spent better by campaigning for systemic change in formal education, which is clearly, at the moment, completely unfit for the 21st Century? The inconvenient question then of course is whether they would have got so much support? I'd argue they would have; there are a lot of teachers and parents and pupils out there who are deeply dissatisfied with our current education system. Let's stop pissing about at the margins of a broken system, pretending that it can work and, to paraphrase Buckminster Fuller, 'create a new system that makes the old one obsolete'. The Human Race has not evolved to anywhere near its potential yet, this is obvious by looking at the way we measure our wealth as individuals and countries. There are exciting times ahead, we need to create them, Ellen MacArthur recognises this, please check out her foundation.

Monday, 14 June 2010

A very useful passage from 'Spent' by Geoffrey Miller

I've been reading 'Spent' by evolutionary psychologist Geoffrey Miller. He goes deeply into the many forces driving modern day capitalist consumerism. Most environmentalists now recognise consumerism as central to nearly every environmental problem. Miller explores the 'personality trait display' reasons for why we behave the way we do in a consumerist world. It is a book well worth reading and there are many passages that it is useful to read, but this one from Chapter 16, pp. 292-297 stood out to me:

What Anticonsumerist Protesters Are Doing Wrong

A clear understanding of civil society and informal behavioural norms can help identify not only points of maximum leverage for changing society, but also tactics that are bound to fail. Ever since the green movement of the 1970s, the traditional strategy for trying to change consumer behavior has been through verbal preaching and admonishment. Humans love to talk, especially when we are telling other people what to do. So, we have for decades given one another vague encouragements to respect Mother Nature, consume less, recycle more, buy green, think globally, act locally, be less selfish and greedy, and live simply. In some cases, these tactics have worked surprisingly well, by creating new social norms and expectations. The preaching signals to everyone that there is a new status game in town, and that conspicuously green behavior is the best new way to display one's conscientiousness and agreeableness. In other cases, such preaching proves futile, because the sinners who most need saving (multinational corporations, military-industrial complexes) don't have personality traits, don't care about signaling them, and don't get any benefits from playing the new green game.

For example, anticonsumerism protesters often target large corporations and international trade organisations. They try to use the usual social-hominid tactics of informal social sanctioning - preaching, public humiliation, ostracism, name-calling, and throwing rotten fruit. But the objects of their wrath are faceless institutions that have no conscience or responsiveness to such sanctions, or institutional leaders and functionaries whose real social lives have no overlap with those of the protestors, and thus who are immune to suffering any real fitness costs from the protestors' disaffection. The Nestle and WTO leaders can leave their besieged workplaces in strong, fast cars, drive to their anonymized exurban mansions, and enjoy the evening with thier empathic spouses, adoring children, deferential dinner guests, and single-malt whiskies. The protestors are nottheir neighbors, friends, kin, colleagues, or potential lovers, so their disapproval means nothing. They are the out-group, and informal social sanctions only work within one's in-group.

The protesters would do better to aim their sticks and carrots at social in-group members who care what they think - and to recognise that their social in-group is much wider than they might realise. For typical college-student protesters, these in-groups include their like-minded, same-aged, protester-subculture friends, of course. But they also include anyone who has overlapping fitness interests by virtue of genetic relatedness, social attachment, economic codependency, spatial proximity, or repeated interaction. That is, their in-groups include all their parents, step-parents, siblings, and relatives; their house-mates and neighbours; their workmates, bosses, and customers; their schoolmates and professors; their online game-playing companions, chat room pals, and e-mail correspondents.

As adults most of us have a social network of around 150 people whom we know well enough that, if we met them in an airport, we would be happy to chat with them over drinks, In many domains, we feel comfortable praising or punishing these in-group acquaintances for good or bad behavior. We would commend them for altruism toward family, friends, children, or animals. We would condemn them - with a wince, a scowl, a gentle remonstrance, a pointed question, or an abrupt exit - if they revealed acts of cruelty or infidelity. We might even do so for ideological sins - for derogating minorities, enjoying pornography, or cursing within earshot of nuns. Yet in most developed nations, there is a strange and strong taboo against condemning in-group members for acts of conspicuous consumption. If our airport drinking buddies reveal that they have bought a new Lexus or Stanford law degree, we feel obligated to praise their success, status, and taste. If they see an ad for some new cell phone of grotesquely conspicuous precision on the airport's propaganda screeens (usually tuned to CNN, in the United States), and if they comment that they covet the product, we feel reflexively inclined to assent. I wish instead that we had the guts to say something like:
Yeah, I wanted that phone once, too. But then I thought, I already have a pretty good phone, so why do I crave this thing? It's just going to cost hours of frustration to set up, and make me stare at little electronic screens even more than I already do, so I have even fewer face-to-face conversations like the one we are having now. I think we unconsciously want these things because we want to show people that we have some attractive personal traits - things like intelligence and conscientiousness - that lead to success as a worker and taste as a consumer. But, you know, I think these products don't even work that well to show off these traits. For instance, I can already tell that you have these traits just from talking with you for a few minutes. You make interesting, funny comments about meaningful things, so I know you're intelligent. You got through security an hour before your flight, so I know you're conscientious. Your virtues speak for themselves. We don't need to wrap all those costly goods and services around ourselves to get respect. What do you think?

Such mini-sermons might sometimes fail by seeming too direct, offensive, intimate, or weird. But they might often succeed in sparking some new thoughts and feelings, if articulated in a spirit of "Let's think through this consumerism problem together, as joint victims of bad habits" rather than "I'm a virtuous know-it-all anticonsumer, and you're a shallow, craven materialist." Especially in settings as alienating as airports, where personal identity feels paper-thin, and product branding feels thick and hot as lava, a few genuine words of personal contact and consumerist scepticism from an acquaintance can seem momentously vivid. These words might resonate in the listener's memory for weeks to come, and resound every time he sees an ad or steps into a mall; they might even be rearticulated when he meets and acquaintance of his own in some future airport bar. (Nothing ever changes for the better without someone's seeming overoptimistic about other people's thoughtfulness....)

In fact, these moments of one-on-one consciousness raising, compiled across individuals, in-groups, and history, are probably the main routes by which all social change occurs. They are how civil rights, women's rights, gay rights, and animal rights got discussed and accepted. To the extent that public protests helped at all, they may have simply provided the news-feed fodder to provoke private discussions among family and friends. They were occasions for airing thoughts about topics that were previously off the radar. Once people's tacit assumptions and behavioral habits are held up to the arc lamp of thoughtful discussion, they tend to burn out like stalled film stock: flicker, scorch, bubble, whoosh. The German social philosopher Jurgen Habermas made this point already when he wrote about human emancipation through "communicative rationality" in an "ideal speech situation" within civil society - but the point bears repeating, for those who haven't curled up by the fire lately with his 1981 masterpiece Theorie des kommunikativen Handelns: Handlungsrationalitat und gesellschaftliche Rationalisierung.

Face-to-face discussions of consumerism can often go more smoothly than confrontations about topics like racism, sexism, or homophobia. This is because when you point out that consumerism is a really inefficient way to advertise personal traits, you can praise someone's traits and tickle their vanity even as you're cluster bombing the central ideology around whihc they've organised their education, career, leisure, identity, status seeking, and mating strategy. As well-trained consumer narcissists, we are such insecure, praise-starved flattery sluts that a little social validation goes a long way. A friend or lover can imply that we have wasted our lives chasing consumerist dreamworlds and status mirages, as long as he or she reassures us that we still appear intelligent, attractive and virtuous. (Don't forget to mention that, or people will cry.)

Another, more subtle way of opening such conversations is through mentioning movies that address consumerism. Most people love to talk about movies, and do so in chummy, open-minded, leisure-chat mode. (By contrast, when discussing books, magazine articles, or TV documentaries, people tend to revert to college-seminar debate mode, and become more intellectually prickly and ideologically defensive.) One can say, "You know, last night I was watching Fight Club on DVD again - have you ever seen it? - and I was thinking about some of its themes..." Or, one could mention American Beauty, or The Matrix, or any of the movies listed in "Further Reading and Viewing." These films have a few key features: almost every cultured person has seen at least one of them; they evoke many themes beyond consumerism, so don't elicit an instant defensive reaction, they way that An Inconvenient Truth or The Corporation would; and they offer intriguing alternative ways to display one's mental, moral, and physical traits. By startinga chat about a highly rated mainstream Hollywood film, one can slop painlessly past an acquaintances political defenses to question consumerist assumptions and habits.

Excerpt from Chapter 16 of 'Spent' by Geoffrey Miller

Friday, 5 February 2010

Jonathan Porritt @lsepublicevents 04/02/10


'The whole debate is in the wrong place' that's the stand out quote I took from last nights Jonathan Porritt talk at the LSE. He was referring of course to Climate Change, most specifically the UK debates around it. He is championing a positive approach to our communications. Acting on Climate Change can stimulate green jobs, innovative and marketable new technology, it can improve energy security and lastly (important to put this last) it'll help the planet. People just don't buy into doing something about Climate Change, people do buy into job creation, healthier lifestyles, money saving through ENERGY EFFICIENCY and energy security. This is what Obama is selling and the Americans are buying it! In the UK people no longer trust scientists and, unsurprisingly are not responding to scare tactics and the prophets of doom.

He's not alone in expressing alarmism over the alarmist language surrounding Climate Change. He pointedly attacked the governments horrendous 'Act on CO2' campaign, blaming it, in part, for the recent drop in the number of UK citizens who believe Climate change is caused by human behaviour. You could probably add 'The Age of Stupid' to this, but at least they have provided an antidote of sorts with the 10:10 campaign.

I put Energy Efficiency in block capitals above because it is staring us in the face and the environmental gains are potentially huge, Porritt drew our attention to the strong advocacy Dr Steven Chu (US Energy Secretary) gives to Energy Efficiency. Apparently the US could cut its energy use by 40% with improvements in energy efficiency alone, that is before anyone tries to do anything about the sacred American way of life. It is a no-brainer to invest in energy efficiency (unless of course your middle name is... Shell, Esso, Total, Texaco, BP, etc, etc).

CSP was also championed, Porritt very skilfully got us all very excited about it, then grounded us by saying the reality of installing the vast new infrastructure needed to power the whole of Western Europe would be costly: half a trillion pounds! He then asked us if that was a big figure, before answering for us, no. The UK, alone, managed to find 17 trillion pounds to bail out the banks, that is just the UK! Surely the EU can find the money to invest in CSP in a big way, so that the Sahara's sunshine can power all our homes and, because it is morally right, the homes of millions of Africans.

Prof. Mike Hulme from UEA (author of 'Why we disagree about Climate Change') was in the audience and during the Q&A the discussion swung eventually to whether we should be seeking political action at the International level at all?The situation at the international level is, as Porritt pointed out at the start of his talk, quite bizarre at the moment, the UN is really struggling to get us anywhere near a satisfactory successor to the Kyoto Protocol, the jury is out, maybe we should abandon the UNFCCC and concentrate on solving Climate Change through domestic politics. Porritt argues that we shouldn't make that leap quite yet, a lot has been achieved by the UN process and in the end Climate Change is a genuinely global problem, which in time of globalisation of economics, needs a global solution.

The evening ended with Porritt hypothesising that far from being a negative Climate Change might actually be the one thing that unites all the people of the world. Everyone will be or has been affected by Climate Change, it might just bring us together. We Britons are quite prone to scepticism and we get all awkward championing the ideas of entrepreneurial capitalists who might just have some of the answers to our plight, we'd much rather moan on and on, it is easier, but we have got to try and snap out of it and start 'selling the sizzle' a bit more!

P.S. I really wanted to highlight the conclusion to Porritt's talk where he discussed the findings of the truly fantastic work 'The Spirit Level'. This is getting a bit long now though, so I'll just say listen to the podcast when it gets uploaded and check out The Equality Trust website to understand why doing something about Energy Efficiency is a social justice priority. We live in a horribly, embarrassingly unequal country, we desperately need to do something about it!




Tuesday, 26 January 2010

The Big Deal

Picked up on this via @guardianeco on twitter.

A designer, Julia King, has created a set of top trump style cards which allow players to compare various energy saving and sustainability inducing home improvements. It's really good, I was going to buy a pack via Julia King's website, but they cost £11.35, which is a bit much for me. Hopefully a larger manufacturer will pick them up and lower the cost. I'm sure this would go well in schools, maybe I'll buy a pack for ecoActive.

Monday, 14 September 2009

Zac Goldsmith

Zac Goldsmith is on the verge of a new stage in his career, he is running for government. He also has a new book out about constant economies. He is poised to become the most influential environmentalist. On September 23rd he has a public meeting down near Wimbledon, here are the details:

23 September 2009
Public meeting Coombe Hill
Wednesday 23 September at 7.45, Coombe Hill Junior School, Coombe Lane West, KT2 7DD

Zac will be discussing:
Local Schools
Council Tax
Green spaces
Parking charges
Small Shops.. and any other issues you would like to raise, so please come along!

More details: www.zacgoldsmith.com

It should be interesting to hear what his audience there has to say. I'm going to try to go along!

Wednesday, 29 July 2009

Communicating Climate Change with Camera

Had a lovely night out with staff, volunteers and session workers from ecoACTIVE last night. I'd spent the afternoon working on a little project on how to talk about climate change with 'normal' people in social situations without boring the pants off them or antagonising them massively. Normally if I'm out socially I specifically avoid the subjects sustainability, environment, climate change and so on for fear of being shot down in barrage of yawns..... but it was really nice to hang out with people who understand the issues and are not afraid to talk about them, or dare I say it, enjoy talking about them! I had a good chat with Andy Bodycombe, a photojournalist, about how to communicate climate change issues in ways that make it personal and tangible to people, like us, who are temporally and/or geographically so removed from the impacts. Andy and I talked about the danger of falling into the cliches when it comes to telling stories and raising awareness. From a photography point of view, we luckily seem to be veering away from the Polar bears hugging ice cubes and cracks on desert floors cliches. It is still, however, really very difficult to find ways to educate people for sustainability when there are so many images surrounding us that add up to education against sustainability.

My opinion is that you don't necessarily have to mention the environment or climate change at all to provide some education for the environment. Photojournalism wise, if you can show stories of people simply getting on with living sustainably and enjoying it, you can provide inspiring examples. Especially if you can explain what is bringing them wellbeing (community, learning, fulfilment, activity, sharing, empowerment, pride etc) rather than just showing happy faces. After all it is the oldest marketing trick in the book to show a photo of a happy family... in their car, on their sofa, on a sun lounger, in a fast food restaurant... to sell something. The promise of happiness is a strong and powerful one and one that people routinely buy into whether it is an idealised illusion or not. Somehow we need to get the population of Britain and the rest of the World to buy into sustainability to create a low impact but vibrant, healthy and enjoyable society. Acting sustainability is not about just opting out of the consumer economy hunkering down in a log cabin with a good book and an acoustic guitar defiantly humming 'I might not have any friends but at least my carbon emissions are below 1 ton a year la la la', that is a cop out; a bitter and lonely one. Acting sustainably is about being part of an ecologically sustainable economy and contributing to that economy through ones purchasing decisions, work and leisure activities and enjoying it. That economy does not have to be at a national or global scale to begin with, it starts at grass roots and grows. This growth creates signposts to other people, governments and entrepreneurs, signposts that bring more people in. These things are happening and we need to tell those stories.

What we don't need (again in my opinion - good old blogosphere!) are stark warnings about the end of the world and how we must 'reduce our consumption', 'give things up' and 'buy green'. These messages translate in people's minds to 'have less fun', 'do some chores' and 'be a responsible adult'. They are all counter intuitive to our present culture. At the moment most environmentalists persist with trying (and mostly failing) to get people, governments and businesses to buy into things that, to them, look like mundane chores, vote losers, restrictions on fun and short term profit losses. Environmentalists are trying to persuade people to give up goods and services that are environmentally unsustainable; right intent wrong strategy. Many of these goods and services are, at best, only 'pseudo satisfiers' of our basic non-material needs. But, trying to persuade people to give them up without sufficiently advising on and offering alternative, genuine, satisfiers of those needs; things like love, respect, fulfilment, meaning, joy, creativity, diversity, stimulating conversation and community, is a hugely inefficient process. Businesses know that people need all these things in their lives and have for decades been making people feel anxious and insecure about their lack of status, friendships, creativity and so on while at the same time positioning their products as solutions or satisfiers of their needs. The solutions are largely only 'pseudo-satisfiers' because as The Beatles put it: 'you can't buy me love' and a material consumption based economy would not work if these goods and services really did keep their promises of happiness, love, respect etc etc. To get people to consume less without advising on, inspiring, offering and, in fact, selling opportunities for them to satisfy their basic non-material needs in genuine non-material ways is shortsighted. Few people will do it for the sake of preventing some distant environmental disaster, they will only do it if it benefits them, now.

So, lets tell the stories of people who are fulfilled, secure, respected, loved, emotionally stable and fun. These are the people who can see through 'pseudo-satisfiers' and therefore don't buy them, they are people who don't see the 'green' behaviour as a major ball ache, they see it as common sensical and aligned with their everyday existence. They are not overly antagonised by environmentalists and are happy to add a bit of green nous to their life because it won't be a big chore. They also probably don't make a big song and dance about being sustainable either, its just what they do.

Governments and businesses in the end take their lead from people; they need to please them. It will be much easier for a government to impose taxes and regulations on environmentally damaging products in an attempt to phase them out if people are not buying into them anymore. Governments, at the moment, are finding it very difficult to make radical policy decisions for the sake of the environment because they know that there will be a public backlash. Environmentalists need to help people see through the pseudo-satisfers while providing and promoting opportunities for less stressful, less anxious, less materialistic, more fulfilling, more enjoyable and (with added green nous) therefore ultimately more sustainable lives. It is starting to happen, get your camera out and spread the word!

Tuesday, 21 July 2009

The Bigger Picture

New Economics Foundation are putting on an event in October called The Bigger Picture, loads of great speakers, some excellent fringe events and hopefully really positive, you can register for it at this website:

http://thebiggerpicture2009.org/

Thursday, 28 May 2009

PIG BUSINESS @ THE BARBICAN

Last night Emma and I shunned the Champions League final to watch a film about Pig farming. Pig Business is set to be shown on More 4 very soon. We were made to wait about 15 minutes for the film to start thanks to the company whose shocking practices were at the heart of it. Smithfield Foods are determined to stop this film going on widespread release, they have threatened the filmmaker, Tracy Worcester, with legal action over some of the claims in the film. Worcester is not phased by this and will not be intimidated by them so the screening went ahead and I hope Channel 4 are brave enough to show it too.

The film itself describes the shocking practice of factory farming that is going on in the poorer regions of the EU. The film is shot mainly in Poland where Smithfield have moved their operations after being forced out of the USA because of changes in animal welfare standards. The EU standards for animal welfare are lower than the ones we have here in the UK, yet supermarkets here are allowed to import pork from the EU, farmed by corporations like Smithfield in these horrendous factory farms. The film described the impacts that the factory farms have had on small scale, traditional farming communities: job losses, break up of community, empty fields and so on. The film has many interviews with people whose health is being effected by the gases coming out of the factories near their homes. There is one scene in which dead piglets are dragged out by trespassing protesters from a foul lagoon of pig excrement, it is not pleasant viewing. Unfortunatley, for libel reasons, Tracy Worcester was not even able to tell us in the Q&A, how it is thought that those piglets ended up there. I cannot imagine they got there legally.



There are wider implications of this film in that it exemplifies how large corporations are overpowering and destroying many ways of life. Small businesses cannot compete with the 'efficiency' of large corporations, proud people who would once have had the dignity of running thier own business are now low paid employees who have little choice but to work for corporations.

My main feeling on this issue is that the heart of the problems lies in the way we have been conditioned to expect cheap food. As was pointed out in the film and is also dicussed in Carl Honore's book 'Slow', people, fifty years ago, used to spend around 40% of their income on food, now that figure is down to around 10%. It would make more sense if it is was somewhere around 20-25%. Factory farmed pork comes cheaper than Farmer's market pork, the reason is that Factory Farms don't pay the full environmental and social costs attached to what they do. To buy non Smithfield, or non factory farmed pork, or any kind of non factory produced meat for that matter, costs more money. Being able to buy food (a basic material need) cheaply, frees up our wallets to spend a larger portion of our income on our wants, wants that have come to be perceived as needs... "I need a new top, I need some new shoes, I need Sky TV, I need that new CD etc, etc"... Buying food from farmer's markets is seen as a bit of a luxury pursuit (it shouldn't, the price differences are really quite small) that only the richer classes can indulge in.

I agree with Zac Goldsmith and the French here, I think the UK should ban imports of food that is produced using methods banned in the UK. The result would be an increase in the price of pork, a price that factors in true environmental and social costs and therefore a real price. If you then want Pork you need to make the decision whether to have an extra 4 pack of lager in the fridge or some very tasty bacon. The price of food produced in environmentally and socially sustainable ways is not too high, our expectations of how much of our income we should spend on food are too low.

Right, its lunchtime, I'm off to make a vegetarian pasta dish, because the easiest way to remove oneself from an industry that treats animals as nothing more than raw materials for processing is to not buy any of its products, ever.