There are several core principles to consider when attempting to adjust one’s habits. One of these is that the messenger matters as much as the message. The increased level of awareness generated by trusted messengers such as David Attenborough has seen a surge in community-led action with new campaigns around plastic waste and air pollution. Leaders of even the biggest businesses recognize that credibility within local communities is fundamental to commercial success. This means operating responsibility in terms of employment practices, supply chains and natural resources. Helping community groups to sustain and grow their climate-related campaigns and activity is one way a business can demonstrate its leadership. Creating fear of the future doesn’t work as motivation for behaviour change.
– Lisa James
