Recent contact with organisations like ThinkFutureNow and Bristol Green Capital has certainly helped to crystallise PrimeDecision’s commitment to sustainability. But although our intention to run a green business feels strong and genuine, we are conscious of how vulnerable we all are to contextual influence. Surrounded by sustainability professionals at an event like Communicate, it is easy to be swept along by others’ commitment and enthusiasm. But in everyday life, sometimes the smallest things can deter or drive sustainable behaviour. To create meaningful change, we need to use these factors to our advantage – and be honest about how fallible we humans are.
We found a lovely example of how language can impact green behaviour when visiting Schumacher College. Naturally they place a lot of emphasis on recycling – and have a range of bins for cardboard, cartons, glass, aluminium, compost etc. Now although few people would disagree overtly with the idea of recycling, in the midst of a busy day it can often seem easier to use the general rubbish bin instead. Throwing rubbish into a bin is such a familiar and automatic action. Yet instead of calling it ‘general waste’ or ‘the bin’, Schumacher bluntly labels their bins: ‘Landfill’. Through simple reframing, it disrupts that familiar action and makes the environmental impact so much more apparent. It seemed to us a fantastic antidote for everyday laziness.
We don’t currently have evidence quantifying the impact of this particular change, or the means to encourage the spread of this practice. But it is important that we, and other organisations, take the time to do so. For although seemingly minor, these little cues can have a huge impact on our ability to adopt the sustainable behaviours that we wish for.
We found a lovely example of how language can impact green behaviour when visiting Schumacher College. Naturally they place a lot of emphasis on recycling – and have a range of bins for cardboard, cartons, glass, aluminium, compost etc. Now although few people would disagree overtly with the idea of recycling, in the midst of a busy day it can often seem easier to use the general rubbish bin instead. Throwing rubbish into a bin is such a familiar and automatic action. Yet instead of calling it ‘general waste’ or ‘the bin’, Schumacher bluntly labels their bins: ‘Landfill’. Through simple reframing, it disrupts that familiar action and makes the environmental impact so much more apparent. It seemed to us a fantastic antidote for everyday laziness.
We don’t currently have evidence quantifying the impact of this particular change, or the means to encourage the spread of this practice. But it is important that we, and other organisations, take the time to do so. For although seemingly minor, these little cues can have a huge impact on our ability to adopt the sustainable behaviours that we wish for.
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