“The world can meet everyone’s need, but not their greed.” Mahatma Gandhi
The crudely used resources of our only planet have so far managed. This is despite the changing production and consumption practices with the industrial revolution. What future awaits us? Humans relentlessly subjugate these resources. The growing population and its corresponding needs add to this situation.
By 2050, the population will reach 10 billion. We will need as many as three planets to sustain our current lifestyle. But there is a problem. There aren’t that many resources.
Sustainability refers to the quest for a better and more livable world in terms of people, planet, and economy. It is not only for future generations. It is an issue that needs to be solved as the main problem of today.
Globalization has led the ever-increasing tendencies of many developed nations to yearn for mass consumption practices. These trends are even more pronounced in some societies that are more favorable in terms of resource availability than others. Technology is developing. Life expectancy is getting longer. Yet, is it possible to say the same thing for quality of life?
“He who does not save will have to suffer.” Confucius
So, why doesn’t humanity take radical measures on these issues when there are obvious threats?
People often act irrationally. This is especially true when it involves sacrificing their comfort zones, freedom of movement, and privileges of power positions.
We are all very comfortable preaching to the public about the contributions of air conditioning to greenhouse gas emissions. For example, we discuss its impact on the global climate. Yet, we are not sincere. We are not willing to sacrifice even a little bit of this comfort in our homes, offices, and vehicles.
Our habits, urges, and desire for comfort present significant challenges. They struggle to compete with even our best-intentioned beliefs. These are sincere views we hold about it.
Communications on duty!
It is useless to blame humanity and talk from above. The communication discipline needs to go to the field with the support of sociology and human psychology. Because the ‘sustainability’ communications are limited to transforming into truly sustainable practices.
People are asking, ‘Why should I contribute to responsible behavior towards climate change issues when others are not doing it?’ has a general trend. They also have a belief that technology can save them from the negative effects of climate change. Therefore, whenever there is real or perceived inequality, the tendency to cooperate decreases. And let’s face it, people hesitate to spend the money needed for transformation. They are also reluctant to put in the effort that affects their lives and pockets.
The awareness studies need to be directed to the topic of ‘action together’. We must find the formulas for this. We must handle the issue meticulously. This approach will focus on human behavior practices and social norms. It will change the general trend (let’s go further culture).
People have a general tendency to follow social norms. Most people follow a sustainability practice to feel they are part of a large crowd. They are motivated by being with others.
The use of plastic bags is for example. There are worldwide efforts to reduce single-use plastic in shopping malls and elsewhere. Every time you pay for plastic bags, you see others around you bringing their own bags to use. This sight gives you a mental alert for the next time. These mental reminders are often repeated. Stimuli based on daily practice have the potential to gradually strengthen eco-friendly behavior. They can thus transform habits.
At this point, communication should not force people by scaring them against climate change and its effects. It needs to offer platforms by reassuring them. Spaces for action and preference should be provided. Communication must nurture solution-oriented motivations. This approach avoids triggering negative emotions and creating a cycle of anxiety and despair.
Sustainability communications should take into account the behavioral and psychological motivations of society. It is also critical to align all discourses with value systems. Realizing the desired behavioral change and ultimately the transformation will only be possible by creating positive energy among individuals.
The topic of how to do this is the skill of the communication discipline…