Sustainability needs a new language that is more accessible and more compelling to the average person. Business, government, and other organizations are making strides advancing sustainability but we need wider involvement and faster growth. Although we are seeing increasing levels of environmental activism, we need to expand the message to reach a larger circle of people.
We must do more than preach solely to the converted. The number of committed environmentalists is insufficient to induce the required changes. At present, environmental communications are geared toward an elite group not the general population and for those that do get the message, it often fails to resonate. For those on the outside, the language of sustainability is a confusing jumble of fear-inducing figures that ultimately prove to be both polarizing and paralyzing.
We need government legislation and regulation, but if we are to bring about lasting results, we must augur change by speaking to the hearts and minds of average people. Fact based approaches have not worked and fear based approaches may make matters worse by breeding avoidance and apathy.
Making green advocacy more compelling to larger numbers of people demands new strategies that are based on more than fear, facts and figures. While the logic of sustainability is overwhelming, reason alone has proven insufficient to change consciousness on a global scale.
Finding ways of communicating the value of sustainability to the masses is one of the most prescient issues of our time. To disseminate the message on a truly global scale, we need to tap into the positive emotional and spiritual elements of the human psyche.
The use of such positive emotional and spiritual communication is far more likely to induce people to act.