Where do we go from here? Communicating Transition
by Graham Strouts and Davie Philip
This is the introduction to the 10th and final episode of the Powerdown Toolkit 10-week community learning course created by the Cultivate Center in Dublin. It has an accompanying TV show with a 30-minute episode accompanying each week of the course, soon to be aired on Dublin Community TV.
On sale Now! The Powerdown TV show featuring the 10 TV shows to accompany the introductions serialized here on zone5 over the past few weeks, with interviews with Rob Hopkins, Richard Douthwaite, Megan Quinn, Peader Kirby and many others.
A free preview of Episode 8: Energy Descent Pathways can be viewed here.
When we try to communicate the ideas being explored in the Powerdown Toolkit we run into what might be called “the environmentalists dilemma”- we are trying to get over a message few people want to hear- if they did, the world would be a very different place- it would already be in transition!
In thinking about this issue let us consider the spectrum of responses, from the “cornucopians” who believe the markets will resolve everything as price spikes send a signal to put more investment into renewables; to the “doomers” who see Peak oil as heralding in a collapse of civilisation.
Somehow we need to bridge the gap between the two: the “cornucopians” need to be challenged because the evidence we have looked at does not support their case: the flow of cheap energy will surely decline and with it the “business as usual” scenarios we have become accustomed to over the past couple of generations, with its implicit faith in technological progress and ever-increasing prosperity.
The “doomer” stance on the other hand, while providing a valuable balance to the complacency of doing nothing, may lead to paralysis and fear that “there is nothing we can do”.
Somewhere in between we have Transition: On the one hand, it is imperative that we promote a message that things will change, that many expectations will never be met, and that cosmetic adjustments will not be enough to plug the energy gap.
We must prepare psychologically for the changes ahead because there will surely be less of some things: less traffic jams, less pollution, less waste; less stress maybe, less running on the treadmill to service our debts, and less mind-numbing “reality” TV.
Alongside this however there must be an emphasis on the benefits there may be in living in a low-energy world, for there will surely be more of other things:
-more time with the family, more time in close and meaningful connection with the natural world;
-more creativity as we are called to draw upon the full wealth of our ingenuity to respond to the challenges ahead;
-there will be the opportunity for a resurgence of the community as globalisation retreats, and a rediscovery of a sense of place and connection;
-local food, local music, local culture will make a resurgence giving us a new sense of identity.
It is crucial to include ideas and openings for positive action when outlining the difficulties we may have to face. Even a small positive collective action- planting a tree for example- can go a long way to creating a sense of community empowerment. Early, easy-to-achieve sense of success will provide a strong foundation for continuing with optimism and positive energy.
Knowing your audience
Various theories have emerged from marketing and developmental psychology suggesting that people may respond differently depending on the values they hold, so “knowing your audience” is crucial.
For example, campaign strategists Chris Rose and Pat Dade (1) draw on the work of Maslow who argued that we are all motivated to behave in ways that help meet their underlying dominant psychological needs. They identify the following three types which fit the majority of the population:
‘Settlers’ are primarily motivated to fulfill their need for security; they value home, family, locality, stability
‘Prospectors’ are primarily motivated to fulfill their need for status; they value popularity and visible success above other things;
• ‘Pioneers’ are primarily motivated to enhance the greater good; they particularly value ethics, justice and sustainability for their own sake.
This is important because framing new ideas and behaviours within the right dominant need may help to motivate people to engage with the issue. Getting it wrong can lead to disengagement because they do not represent the values of every group.
This may help provide a key as to why the environmental message is slow to become more widely accepted: since it tends to come initially from the third group –the “pioneers”- it is usually phrased in terms that appeal only to this group- “save Gaia” “save the whales” “think of the next generation” –but messages phrases in this way are unlikely to appeal to “prospectors”.
This group might be more likely to respond to messages that appeal to the values of status and success that they espouse-
“get ahead of the game with the latest energy-saving technology”
“the smart and savvy will start moving into renewables now”.
Similarly, “settlers” are more likely to respond to messages that support traditional values.
A similar idea was proposed by Malcom Gladwell in “The Tipping Point”.(Gladwell, 2000).
Gladwell argues that it is possible to identify some people as “innovators” who tend to be ahead of the game- in Transition this might include community activists calling for action on peak oil and climate change, those who are aware of the issues and hope to inspire change; “early adopters” who are most likely to be open to change- “late adopters” and “traditionalists”.
By understanding the dynamics of these different groups and how “connectors” are able to transmit a message very quickly through their community, it is possible for a small group of activists to start a “positive” epidemic very quickly, with very little input. It is all about framing the message in the right way and taking it to the people first who are most likely to be in a position to respond.
Visioning the Future
The visioning tools we have from the Transition Handbook, and those you will be invited to explore on this course, will allow us to gain as sense of empowerment as we ask: what is really important? Is burning more energy really the be-all and end-all of our lives? What qualities and talents do we have to bring to this process?
In the Further Reading list below you will find other resources that examine the psychology of communicating change, a fascinating topic in its own right which has a growing and rich literature developed from several decades of environmental activism.
In this area perhaps more than any other we have looked at on the course it is important to avoid “reinventing the wheel”:
Examining our own psychology, and the psychology of others, can be an emotive issue. People may not be ready to examine their own hidden motivations and resistances to change.
We should begin nonetheless with an open attitude towards people and the knowledge that in general, we all want to do the right thing.
As we travel further down the curve of energy descent over the next few years, we need to ask ourselves what we are gaining, and what we will be glad to leave behind from the old culture. It may be time to acknowledge that too much energy has been bad for us, and the environment, and try to communicate the message that in many ways, a low-energy future may find us enriched, more resilient, fulfilled and secure.
The future may be uncertain, but it need not be something to fear if we prepare together.
As David Fleming has said, “…localisation stands, at best, at the limits of practical possibility, but it has the decisive argument in its favour that there will be no alternative”.
Further reading
1] Climate Change communications: dipping a toe into public motivation Chris Rose, Pat Dade, Nick Gaillie and John Scott, May 2005
[2] The Rules of the Game: Principles of Climate Change Communications. Futerra 2005
[3] The Rules of the Game: Principles of Climate Change Communications. Futerra 2005
[4] Fostering Sustainable Behaviour: An introduction to community-based social marketing. Doug McKenzie-Mohr and William Smith, 1999
[5] The Rules of the Game: Principles of Climate Change Communications. Futerra 2005
[6] Fostering Sustainable Behaviour: An introduction to community-based social marketing. Doug McKenzie-Mohr and William Smith, 1999:51
[7] Malcome Gladwell 2000 The Tipping Point- How Little things Can Make a Big Difference.
