Making Sustainability Relevant to Everyone

Sustainable Industries Sustainable Environment 25 March 2012 (by LH Lovins & Steve Wilton) Hands up everyone who wants to spread the green message…. But how? Sustainability is knocking at the door of every business, but why do so many small and mid-size American business owners deadbolt their minds to more sustainable practices? Has it ever crossed your mind that they’re just naïve or stubborn or even ignorant? Or is it we green advocates who are at fault? Clinging to use of technical language alien to the conversation on mainstream America, many green business gurus are not reaching a general population. In these polarized times, how we communicate may even be driving our cause farther to the fringe. As OgilvyEarth likes to put it, we need to “Shift sustainability from polar bears to people.” […]