Words matter. How you use them when you want to get your sustainability messaging across is key – especially when fossil fuel companies spend billions on advertising.
As we wonder whether sustainability is even the right word to reach right audience, Florencia Lujani, co-founder and Strategy Director of ACT Climate Labs, joins us to talk about language and communication in winning the battle.
Florencia works with the likes of Greenpeace and Friends of the Earth, bridging creativity and strategy to drive their messages home. She talks us through the campaigns ACT have worked on to shift attitudes and behaviours around the world – from Brazil to the West Midlands.
We learn about the Persuadables – the crucial middle ground of the population who believe in climate change but need to be drawn into action or change and away from climate denial. And we take optimism from companies continuing to pursue sustainability plans despite any changes in the political winds.
Florencia tells us about the key to effective advertising, the problem of false messaging, and the trap of communicating only with those who are already convinced – leaving other to think action is ‘not for people like me’. And she moves from local communities to the United Nations, working across all levels of society.
Paul admits his bafflement at the non-stop stream of sustainability messaging he is exposed to on his way to work. Jan’s pub discussions are in the spotlight. Roger Moore and Tony Curtis get long-overdue praise. And Jan struggles to accept Paul’s assertion she is an extremist.
For more details on the Overton Window concept, which is definitely nothing to do with stained glass, see here: https://www.mackinac.org/OvertonWindow
And find out more about ACT Climate Labs here: https://www.actclimatelabs.org/
Transforming Tomorrow
Sustainability is a key consideration for any contemporary business, from biodiversity to modern slavery, seabeds to factory floors. On Transforming Tomorrow, we’ll guide you through the complex, ever-changing and often exciting (yes, really!!) world of sustainability in business. Alongside members of the Pentland Centre, academic experts, and business leaders, we cover the theory and practice of mainstreaming social and environmental sustainability into purposeful business strategy and performance.
Whether you are leading change in your business, or just want to know more about how asteroid mining may influence the future of sustainability, Transforming Tomorrow is the show for you.
Taking you through it all are your hosts, Jan and Paul, who bring insight, perspective, and not a little amount of disagreement, to all the subjects.
Join us every Monday to uncover new insights and become a little more inspired that you can make a difference in sustainability.
You can find transcripts for most episodes at: https://www.lancaster.ac.uk/pentland/resources-for-education-and-practice/transforming-tomorrow-podcast/transcripts/
Send your questions on any of the issues we discuss in Transforming Tomorrow to [email protected] or fill in our feedback form here: https://forms.office.com/e/7Bw4rDiRDt
Find out more about the Pentland Centre and its work here: https://www.lancaster.ac.uk/pentland/
https://doc.your-brochure-online.co.uk/Lancaster-University_Transforming-Tomorrow/
Meet the Hosts
Professor Jan Bebbington is the Director of the Pentland Centre for Sustainability in Business at Lancaster University. Jan is an expert on accounting, benchmarking (to her co-host’s annoyance), and how business and sustainability intersect.
Jan loves nature and wants to protect it – and hopes she can change the world (ideally for the better). She is also motivated to address inequality wherever it is found and especially to eliminate forced, bonded or child labour. Transforming Tomorrow is one small step on that quest.
Paul Turner is a former sports journalist who now works promoting the research activities in Lancaster University Management School – a poacher turned gamekeeper as his former colleagues would have it.
Paul has always been interested in nature and the natural environment – it comes from growing up in Cumbria – and has been a vocal proponent of the work of the Pentland Centre since joining Lancaster University. He does not like rankings and benchmarking, and is not afraid to say so.