Let’s take a walk down memory lane.

A few years ago, Al Gore and his cherrypicker inspired North America to turn the tide on climate change. Movie stars, politicians, heads of corporations all lined the barricades. We thought this was the dawn of a shiny green era.

How did we move from this to today’s reality -- where climate scientists are under attack, green products are still underwhelming in their market penetration, and green communicators are cutting budgets?

As disturbed as I am about our seeming lack of progress, I am fascinated by our inability to translate sound thinking (buy this product, make difference to planet) into communication that inspires consumers to shift behavior and hit that tipping point.

I wanted to parlay my own experiences, and learnings from three people I believe have keys to the puzzle, to provide some insight into what doesn’t work -- and what may work very, very well.

Hint: Advertising Isn't the Answer

I was trained as an advertising copywriter in the glory days of TV, print, poster and radio.

I loved creating ads. But strangely, I didn’t like looking at them. They simply didn’t ‘get’ me, or where I was coming from. Nor did they appeal to my family, my friends, or folks I met who wanted to know what I did for a living.

I thought it might have had to do with lackluster insights. Which was why I was so excited to move into green advertising a few years back.

Finally, I had a message that would inspire action. Make a better purchase decision, and do your part to save our skins.

Did it work? Yes … and no. What we’re discovering is that the green message is dandy to rationalize a purchase, but it still doesn’t drive sales. In fact, as OgilvyEarth’s new Mainstream Green study highlights, green communications is still missing the mark when it comes to motivating consumers.

Social Media? Nope.

A few years ago, I gave a talk about social media’s negative impact on the environmental movement. 

The gist of my talk was that social media creates shallow bonds. And the environmental movement needs deep commitment to push forward.

This frustrated me. I saw the power of social media in information gathering, in gaining a deeper understanding of human nature, of subtly influencing stakeholders (and allowing them to influence you right back).

What I realized was that social media, like advertising, was simply a tool. It produced the results it was designed to produce. The missing link was our ability as marketers to program these tools for meaningful connections.

That’s when I discovered three new pieces of the puzzle. Utilizing them has given me fresh hope that we may yet be able to crack the green marketing gap.

Answer 1: Belief

Simon Sinek speaks about why some leaders inspire action, while others do not.

He illustrates his point with what he calls the golden circle -- an illustration that moves us through three concentric circles from rational communication to the emotional, movement-creating world of beliefs.

Sinek’s theory demands more explanation than this column can provide. But suffice it to say, it helped me understand why some messages make us nod in approval, while others make us jump into action.

Answer 2: Empathy

The next answer came from Catherine Greener.

Catherine believes we can only get people to act by creating a bond of empathy with them.

She shared a story to illustrate. Her team was called in to consult on sustainability for an auto manufacturer.

Walking the shop floor, she noticed a bin clearly marked "aluminum cans only." But inside the bin was garbage, wrappers, and plastic.

The problem wasn’t signage, or the proximity of bins for other forms of garbage. It was lack of empathy between management and the shop floor workers.

So how did she create a bond to inspire positive action? With a simple sign above the aluminum can bin that read (and I paraphrase):

• Recycling cans creates a less expensive source of aluminum
• Which means we can build our engines cheaper
• Which means we can sell our cars cheaper
• Which means more people buy our cars
• Which means you have job security.
• The recycling bin filled right up. All because of a sign that demonstrated empathy with the shop workers’ priorities.

Answer 3: Worldviews

John Marshall Roberts provided the final inspiration I want to talk about today.

His answer to the elusive do comes with understanding worldviews.

Worldviews are, quite simply, the way different people perceive the world based on their nature, their surroundings, and their upbringing.

A host of worldviews have evolved over time. But today, four seem prevalent.

If we understand these four worldviews, we’ll be much closer to crafting messages that create motion.

The first worldview is Absolutistic. Absolutists seek order, have strong faith in a greater power, believe in sacrifice today for heavenly rewards. It’s the predominant worldview of the politically conservative, and religiously devout. This worldview is not one that welcomes green messaging with open arms. However, it would certainly support a message of solar power for national energy security.

Next comes the Opportunistic worldview. The Opportunist regards the world as a game they’re smart enough to win at. They believe they’re justified in taking advantage of those who don’t understand the game. If things get ethically uncomfortable, they talk about ends justifying means. Opportunists enabled the great wealth of the 20th Century. They’re personified by entrepreneurs like Warren Buffett. Businesspeople who have no trouble buying green, if it comes with plenty of the other green.

Opportunists may be terrific at creating wealth, but are often spiritually unfulfilled by their achievement. This void has led to the next evolution -- the Humanistic worldview. Humanists believe there is more to life than money. They recognize the karmic importance of treating others well. You’ll find humanists among the ranks of hippies, liberals, and new agers. Humanists, as you may have guessed, have no trouble understanding the importance of sustainability. In fact, they’re the ‘values-based’ shoppers who buy green at price premiums.

From the Humanists and Opportunists evolved the final worldview prevalent today -- Systemic thinkers. Systemics believe everything in the world is interconnected. Like Opportunists, they see through the veil of money. Like Humanists, they understand there is a connection between the happiness of others and their own happiness. And a new twist - they regard environmental sustainability as key to their own success. Think Richard Branson -- an entrepreneur as comfortable generating millions as he is channeling his profit to fighting climate change.

A Message for Action

I’d invite you to delve deeper into the teachings of Simon Sinek, Catherine Greener and John Marshall Roberts. They’ve provided me with tools I use every day to help clients craft more effective messaging.

I’d also be happy to share my learnings directly with you. After all, the more people we convince to stop nodding their heads and start doing, the better.
 

Adapted from a speech given at a BC Government conference May 13th, 2011.