Our sustainable future must begin with people rather than technology, says Philippa Ward, a partner at environmental charity Global Action Plan which specialises in behaviour change
Do you fancy yourself in an enormous white-haired Georgian wig? Or perhaps you’d go for a Tudor ruff, or a Roman toga? Take a moment to decide which time in history you’d most like to live through – and why.Victorian Britain is the favourite, according to a recent poll conducted by History Revealed magazine. Despite the Industrial Revolution sparking pollution, overcrowding, poverty and disease, it seems we think of the late 19th Century as a time of hope. Forty per cent of those who chose it did so because it was a time of change and innovation, socially, scientifically and in industry.
Fast-forward to 2014. We are living through an era of similar innovation: technology and sustainability will change our lives dramatically. Yet many people often feel overwhelmed by the pace of that change.
The challenge is to make people feel excited and empowered, as many Victorians did. Their railway stations, waterworks and bridges are testament to their belief that the human race was only going to get better.
Working in sustainability, it is essential that we get people involved in what the future could hold. Lying behind what we do in our day jobs is the science of climate change – and that brings massive and sometimes frightening challenges and unknowns into our lives. The uncertainties brought by the weather are just one example.
I believe the answer lies in working with people rather than technology. Technology is going to be a crucial part of the solution – but technology begins and ends with people. As a partner in a behaviour change charity, this is what I work with every day.
In order to bring people on board, you need to work with what motivates and inspires them. For some, that will be doing their job better or getting recognition from their peers. Others will embrace change because it saves them money or is good for their family. Everyone is different, so the important thing in helping them start their sustainability journey is making sure that you embrace what is important to them. Only then can you ask them to act and come up with ideas for the future. Many people want to be inspired; they want to believe that their future can be an exciting place. But first you have to harness their ideas.
We are working with the Houses of Parliament at the moment – a great monument to Victorian confidence. We have been asking MPs, Lords, researchers and staff to give us their ideas on how to save energy and plan for the future in that historic building. Using postcards to capture their thoughts, we‘ve been overwhelmed by the enthusiasm and the response. So next time you’re thinking about how to engage with people in your business or community, why not ask what they want for the future and why? You might be surprised at what you unlock.
