Researcher James Blake concluded that there are three main barriers to more sustainable behaviour: Individualism, responsibility and practical implementation. Individualism tells us that we have other, more important things to worry about. We like to put the responsibility for sustainability on everyone else. And the practical implementation is often filled with small obstacles such as money and time. Sustainable alternatives are often perceived as inferior, and many simply struggle to understand what sustainability means. In order to change behaviour, we have to “nudge” people in a more sustainable direction. Then we have to remove the barriers one by one. We must ensure that it feels both easy and attractive to make more sustainable choices: choosing to rent over owning, choosing cardboard over plastic, choosing local over global. Sustainability must be simple and attractive We choose products and services because they are good, cheap, nice or simple. The fact that they are also sustainable is a plus, but that is rarely what drives people’s choices. Fortunately, both established companies and startups are showing the way. Tise, for example, has made buying and selling used clothes both easy and cool. Several mobile companies are now focusing on selling used mobile phones, with good warranty schemes and at a lower price. Both are user-friendly, engaging, smart and safe services – the “bonus” is that they contribute to reduced consumption, through an increased degree of reuse. Sustainability must therefore first and foremost be experienced as simple and attractive. If it demands more from us, or if we feel that we have to “sacrifice” something, then it stops. Sustainability must be understandable and engaging Sustainability must be communicated in a better way. We must stop talking in vague headlines, drop words like “environmentally friendly” and “green”, and instead provide relevant, fact-based and comparable information. What is the actual footprint of a product throughout its life cycle? Is 50 kg of CO₂ a lot or a little? How can I compare different options when making a choice? A simple measure is to inform about the CO₂ footprint of the products on the receipt. This simple move makes facts available about the consequences of your choices, and can, for example, contribute to increased sales of vegetables and reduced sales of red meat. Equally important is engaging communication that plays on positive emotions. Manufacturers should use design and humor actively to create a brand and products that people like. The change must come We know that we must succeed with the green shift. It requires that we all change our behaviour, but then the business world must make arrangements and show the way themselves. Both small and large companies must take responsibility for developing new and more sustainable products, services and business models based on insight into people’s needs and preferences – and communicate about sustainability in a way that people understand and like. We are convinced that the companies that succeed in this will remain as the future winners, also financially.
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Everyone lies about sustainability – Statement
