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Sustainability

One of the great advantages of working in the University of Cambridge is that you can sometimes call on the greatest minds to help you to tackle a problem. On 22 February we set out to tackle the issue of environmental engagement and how we can better communicate the message of sustainability within our departments and Colleges, as part of Spotlight on Sustainable Research month. The event, held at the Mill Lane Lecture Theatre, was attended by over 100 staff and students, who heard from three experts about what their work tells us about engaging colleagues in this important topic.

Here’s your 2 minute breakdown of what was said:

Speaker 1 Cameron Brick PhD, Department of Psychology

In his talk, Dr Brick (pictured), a social psychology researcher, spoke about how facts alone are not enough to facilitate change. When we put out environmental messages, first we need to be specific about the issue we’re tackling, then we need to be clear on goal of our engagement (is it to persuade? is it to nudge?). Finally, we must have a way to evaluate the success of our campaign.

Dr Brick also spoke about “identity signalling” and how many things that we do, such as using reusable bottles or cloth shopping bags, can signal to others that we care about environmental issues. Identity signalling can be good as it can encourage others to behave pro-environmentally, but it can also alienate others who do not consider themselves to be “green”. Changing the tone of our messages can allow these people to engage in a way that suits them, as they might not necessarily engage with wider sustainability issues but they might want to take specific actions such as reducing plastic or making their homes energy efficient.

Everyone can do something and it’s important to empower people to change that small part of the world that they can influence.

Speaker 2 Emma Garnett, Department of Zoology

As Kermit the Frog said; “it’s not easy being green”, and often the systems that we have within society can make the green option more difficult! For example, to travel more sustainably may take you more time or cost more. Emma Garnett, who is carrying out PhD research on sustainable food ‘nudges’, spoke to the attendees about how we can change these systems and how, by making the green option easy and appealing, people will take it by default.

Key to this is engaging the people at the top who can make the sustainable choice easy for others. Be it within Colleges or departments, those who make the decisions can make the green option easy for many. When it comes to making these big changes, timing can really help and for issues like single use plastics there is often a window of opportunity when the public are really open to change - we should try to make the most of those moments!

Speaker 3 Lucy Bruzzone, Cambridge Institute of Sustainability Leadership (CISL)

Using her experience engaging governments and business leaders in environmental sustainability, Lucy Bruzzone of CISL gave us all an insight into what we should consider when trying to engage others. We all have our own motivations that influence our behaviours, these can be grouped together to create three groups with their own traits[1] that respond to different types of messages. Considering the different motivations and ways of thinking that Prospectors, Settlers and Pioneers have, and bearing the traits of these groups in mind in the design of campaigns, can help to ensure that better sustainability outcomes can be reached.

There was a lively discussion after the event; both staff and students were keen to talk about how they could bring these principles back to where they live or work to effect change. If you’d like to hear more about this topic and what the University is doing please feel free to get in touch.

You can download the slides from the event here.

 

[1] What makes people tick, Chris Rose. 2011