Does Sustainability Need Better PR

I was reading a blog post by Gini Dietrich (ginidietrich) over at Spin Sucks called Public Relations for Sharks. It’s about misplaced fear; people are more likely to die of obesity than from a shark attack. Yet the perceived threat of being eaten by a shark far outweighs any concern about the influence of weight on our health. Gini suggested that sharks need better PR and I would suggest that Sustainability does, as well.

We can’t go back and reframe how the ideas around sustainability and climate change reached the general public. Al Gore’s “An Inconvenient Truth” brought home for many of us the human impact on the planet in a way I, at least,  had not experienced before. But because of the messenger, the message immediately became politicized and the insights from movie were overshadowed by political discourse.  Since then we have been inundated with facts, videos, and news feed of the changing climate and its impact on our lives, communities, health, food, etc  yet the argument has not shifted.

We need a new narrative.  But one that maybe does not try and address the full story of climate change. Perhaps, it is a series of stories that presents ideas and solutions in a manageable and digestible manner that gives people a reason to believe, change and have hope that their changes do make a difference.  I think convincing people that their actions make a difference is critical and probably the biggest thing that is missing from the sustainability discussion.

It seems most discussions around sustainability or green are simply too large: BP oil spill, droughts in Texas, that it’s hard to connect our day-to-day behavior with events that seem large and complicated. Maybe it’s taking a step back and tying choices and behaviors directly to the health and wellness of individuals and communities.

It’s hard. I don’t always see the line that is drawn through our systems that impacts and influences our world. Talking about the health of the Amazon doesn’t give me enough to go on to change what I buy, from whom, or when.  But I do know that clean air is healthier, safe food is critical and people need healthy environment to live and work. And that might be the story that needs to be told.

And this maybe where social media can help craft that story. I was shopping around for some new underwear and happened to notice an article on Pact, a maker of responsibly manufactured underwear. I can’t remember where I read about them but I noticed that a friend of mine had liked them on Facebook, so I read more about them and how they sourced and designed their products. I liked their story “Change starts with your underwear and PACT is here to prove it.” I gave them a try because I felt like by doing something as boring as buying underwear my choice was making a difference by supporting a company that is doing business in a sustainable way. The way you choose to make a difference may be different.

The important point is to create new stories about sustainability that changes people’s perception of sustainability from one of austerity and shortages to one of abundance and hope.