Promoting lasting impact and change that translates into people’s behavior is quite a journey. Over the years, we’ve taken part in countless campaigns and initiatives: reuse plastic bags, Reduce-Reuse-Recycle, turn off the lights, pick up trash on the beach… and at REAL, we truly believe that these small gestures can pave the way for bigger changes. The foundation of it all? Research and practical case studies!
With that in mind, we've broken down a few steps for you (don't unpack—peel!):
1. Craft your messages by connecting them to VALUES
The way we present messages about sustainable behavior has incredible power. Creating a strong environmental identity is crucial to inspiring meaningful change. We must focus on values such as self-transcendence—the expansion of the human being beyond the self, integrating and connecting it as part of something greater—and environmental reasons for genuine sustainable behavior.
Being vegan is awesome! Go Vegan!
2. Seek collective knowledge and AVOID AUTHORITY
Multiple perspectives will help you create messages and calls to action that encourage sustainable behaviors. Different viewpoints help your team—whether within your organization or at your agency—avoid the trap of expert authority. We’re dealing with a climate crisis that’s rapidly changing everything and involving different stakeholders; it’s impossible to keep up with everything.
3. OK, FEAR, but it doesn't stop there…
Fear may grab people’s attention, but it isn’t enough to motivate genuine change. Images that resonate with people’s everyday concerns are more effective, but they must be accompanied by inspiring examples of sustainable behavior. That is the real key to motivating change.
4. Social Media: The POWER OF CHANGE Beyond Your Own Backyard
Social media is like ripples on a lake, spreading new behaviors far and wide. Step outside your institutional perspective and become a topic of conversation. By focusing on real, everyday issues related to our causes on these platforms, we bridge the gap and build the “social capital” essential for creating connections between people. Only people will be able to stop climate change.
