Besides, you are very likely to be fed up with the topic I keep on bringing up. That is what might be happening in the post-inconvenient truth-era we are in right now. People are fed up with being scared about Climate Change. This phenomena is starting to be known as Apocalypse Fatigue: less and less people want to care about Climate Change.
If environmentalists want to stop preaching to the choir and get ready to turn around some of the environmental atheists, there is an important lesson to learn here. People are much happier if they walk out of “The Global Warming Swindle” than after listenting to Al Gore. The latter did not manage to change substantially the public opinion on the long run, so maybe it is time for a change in the preaching style?
Reverse psychology might offer itself as a handy tool. People do not like to be told what they have to do, especially when it means reducing their impact, cutting back on and changing their capitalistic lifestyle. (A friend recently said to me: You know, I really like your blog, but with the straight razor you went a little too far.) So what do we do? We tell them NOT to be green? Not quite, Caroline Fiennes from Global Cool believes, but the solution goes into this direction. “We can get people to live sustainably by not talking about sustainability …” .These words are part of an inspiring talk she gave at TEDxWarwick, called Promoting a Green Lifestyle Choice. You can watch it here:
She is totally right when saying: “it’s not about why people become more enviornmentally friendly, it’s about the fact that they do it.” Her organization, Global Cool, promotes a green lifestyle without mentioning it. Rather, they show people how cool it is to wear warm clothes (and turn down the heating) in winter, how cool it is to travel by train (and not by plane) or how cool it is to cruise around your bike (and not drive a car), etc. In short: Global Cool makes people to become green without noticing it. They call it creating accidental environmentalists.
They explain on the website of the charity: “Global Cool targets the segment of the UK population which can most rapidly initiate changes in mainstream consumer behaviour – a group known as ‘Now People’.” Now people are the ones who know they should change something; all they are waiting for is some incentive. Global Cool is trying to give it to them.
I believe it is about time that psychology and its friend marketing are used for promoting an eco-friendly lifestyle. Let’s stop appealing to people’s conscience all the time. Rather we should care more about their agenda and what they care about. Let us be less pushy about your own just so that people don’t turn the page already after reading only the world “green”.
It is doubtless that the earth would not care why we start treating it better; it would simply be happy that we are. But for me, I guess I’m part of the incurable. I’m telling you the truth: I was already thinking about sustainability again.
Picture by fidothe, thanks.