A challenge for campaigners

A story appeared in Dutch News on Friday which should serve as food for thought for campaigners of any persuasion, but particularly environmental campaigners.

The story cited a report from Dutch newspaper Financieele Dagblad that Dutch consumers do not have a clear idea of what is meant by the phrase ‘a sustainable product’. According to a survey by advertising agency DDB and researchers Intomart GfK, almost one-third of those questioned said they thought it meant that an item would last longer and one-quarter had no idea at all. Only 16% understood that a sustainable product is one which is good for the environment.

Apparently the phrase ‘sustainable business’ scores better, although 46% of those surveyed were not able to say what it is.

The whole story underlines the enormity of the challenge we face in trying to bring about environmental change. Most of us would have thought that more than 15 years after the Rio Earth Summit, the idea of 'sustainability' would be pretty embedded in the human conscience. Instead we learn that we cannot take anything for granted.

For me the most important take home message here is the need to think from the perspective of others. For campaigners and activists, we are immersed in these issues every day. But not everyone is, and that must be the starting point for our campaigning and communicating. This is not the same as suggesting 'the public' are stupid, or other derogatory comments I have heard made. It simply means that explaining issues, and coming up with ideas about how people can engage, needs to start from the place 'they' are at, not the place 'we' are at. I know it seems obvious, but how often is it forgotten?

Today's photo comes from a new series I will start to post. They were taken during a day tour around North Holland with my aunt and uncle when they visited in February. This one is simply entitled 'Cheeses in Edam'.