Turn that Frown Upside-Down: Think of Sustainability in a Positive Frame
Wednesday, August 31st, 2016In the YCISL program, we focus on three mindset areas: positive, growth and youth (the latter as a competitive advantage). In a recent workshop memo I drafted with regards to our sustainability platform (that is, a topic that everything we do sits on), I also touched on a sustainability mindset and how that connects to several of our workshops topics – such as emotional intelligence, intrinsic motivation and fast thinking (especially waggle-dance reasoning). We also recently added “positive framing” to our workshop topics. Altogether, a sustainability solution should consider all these factors in order to have a good chance at influencing human behavior. Ultimately, sustainability is about connecting knowledge with behavior – and making that an intrinsically repeatable condition.
In the workshops this summer, I talked about the idea of “Simple, but not easy” and used a personal example from sustainable health related to weight loss = eat less + exercise more. We then approach environmental sustainability with our session on “Sustainable by Design” which has been a great way to introduce emotional intelligence, intrinsic motivation and fast thinking. We also try to show that positive and growth mindsets are essential. In reality though, sustainability is largely associated with pain or suffering or sacrifice – not too surprising as we know that adults tend to take the easy approach and use fear – the fear of judgement, the fear of disaster, etc.
But when did it get that way? I think it could have something to do with shortened attention spans and shorter-term outlooks (think Cultural Dimensions though to understand that there are differing levels globally). Countries embracing short-term outlooks probably tend to want to use fear for deep and lasting impression – so that they can go on to think up the next bad thing. But we know that using intrinsic positive emotion is harder than using negative framing, but is actually the more sustainably successful way to change human behavior.
Working with youth on sustainability is a wonderful challenge because there still is (Adora Svitak’s brand of) optimism that we can leverage to support sustainability in a positive frame and ultimately create solutions of tremendous impact for the benefit of sustainability. It’s time to reframe the sustainability message.
Let’s consider a few environmental sustainability situations.
- The Y2E2 building (that’s the building where my office is located). A few years ago, this building earned a LEED Platinum Certification for operations and maintenance (Stanford News article). Evaluation for this certification is based on performance (longitudinal measured data-based) and a couple of surveys. But if you’ve seen my earlier reports of how “empty” this building is, this certification is rooted in discouraging use of this building. As an example, this building is often cold until the critical number of occupants is reached (we rely on body heat and thermal air flow from computers) – usually 10 am. In general, people come to this building because they have to, not because they want to. Does that make sustainability a worthwhile or even credible achievement? Is this the kind of human behavior we want?
- One of the frustratingly disconnected efforts to build sustainability is with cars. Car sustainability can be viewed in a few ways: (a) fuel consumption, (b) air pollution and (c) cradle-to-grave vehicle lifespan. Today’s solutions for more sustainable fuel consumption are more creative than innovative. Hybrid cars like the Prius are technological genius (electric cars less so, in my opinion; think Scalextric). Clean diesel automotive engines have seen some negative developments recently. And there are quite a few new gasoline cars that can achieve 30+ mpg on the freeway (but wait, I remember the Honda CRX getting rated at 50 mpg over 20 years ago). But all these gains are predicated on sensible driving and optimum driving conditions. Where and for how long can you sustain 55 mph in order to get the maximum mpg? Has human behavior changed so that fuel consumption has broadly risen? Not really. The argument for more sustainable automotive use just hasn’t become persuasive. [Similar thoughts can be applied to air pollution and cradle-to-grave but I don’t want to go on too long].
- Do you notice your own behavior when it comes to being more environmentally sustainable? Can you use less water? Can you use less electricity? Do you reduce, recycle and reuse more than before? What about those around you? So we have plastic bag bans and small fees for grocery bags now. How is that as a leadership strategy? Think of all the devices around us that are supposed to help us be more sustainable. Why not leverage intrinsic motivation rather than instill fear of penalty?