05/19/09
Inspiring Change: Creating a Movement v Cutting Down a Tree
I read a book recently called the Golden Spruce about a disgruntled outdoorsman and former logger turned quasi environmentalist who cut down a 300+ year old tree to make a point about deforestation. His goal was to bring attention to the deforestation of the Pacific Northwest and inspire people to put an end to a particularly hideous form of “strip logging.” The tree was an important fixture in the local indigenous culture, and was known around the world for its incredible and unique beauty. The story ended horribly with the “environmentalist” dying on the lamb and the indigenous people feeling more isolated and alienated from their dying culture. The deforestation of the Pacific rainforest continues. His heart may have been in the right place, but his tactics were clearly misguided.
This got me thinking about efforts we have been involved with, in which we have tried to affect behavioral change. We have had the most success when we have spurred the development of a movement, and empowered individuals to contribute/act in a positive manner. We have found that hope and positive change are much better motivators than fear and destruction. This is illustrated by work that I have done with Energy Star, as well as our University of Michigan Planet Blue initiative (case study available from our website). In both cases, we used themes of empowerment and inspiration to compel individuals to get involved and be a part of a broader movement. The Energy Star Change a Light, Change the World campaign has achieved great success by giving individuals relatively small, simple tasks (change a light bulb, etc.) which are tied to a greater good. The same can be said with Planet Blue, in which we have motivated individuals throughout the University with small tasks to reduce energy usage (turning down the thermostat, turning off lights, etc.). We have created a community in which people can witness the involvement and success of their peers, and have spurred a friendly competition to perform energy savings acts.
Contrast that with efforts that have taken a more negative tone, focusing on destruction and fear as motivating factors. For years, Greenpeace has tried to use images of dying baby seals and fear to drive environmental awareness. While they have certainly achieved a good amount of notoriety, it can be safely stated that they have alienated and turned off as many people as they have inspired. The same may be said of PETA and their negative efforts (blood on fur coats, etc.). We may even draw parallels from the recent presidential campaign, with one candidate focusing on hope and change, while the other used mostly negative attacks.
The rise of social networking may have a lot to do with the success of more positive/change driven initiatives. It is now possible to communicate, inspire and motivate individuals in a much more immediate and task driven manner. Social networking is a huge component of the Planet Blue efforts, and has been given much credit for Obama’s victory.
However, I hope the success of the positive/inspiring efforts speak more to our human spirit, and our ability to inspire and act collectively towards a common goal.
(Mike Rouech)
Phire Blog