“Answering the Question that Wasn’t Asked”

by Linda Ramey, Ph. D. Principal, Thumbprint Endeavors LLC

In case you have not noticed, there are many who are not on board with the impact of humans on the environment.  And while the scientific evidence is growing by the volumes, still there are those who say we need to do more studies, or worse yet, nothing at all to curb our carbon-based fuel consumption.  Our built environment and transportation needs to sustain our western lifestyle, is well, unsustainable.  So, where is the weak link?  Communication.  Education.  The job of taking the data and putting that information into a convincing format to not only educate but to educate those who are facing backwards or still on the fence. 

In his Keynote talk at the recent Ecobuild Conference, Robert A. Peck, Commissioner, Public Buildings Service for Bob Peckthe U.S. General Services Administration made the point clearly – if we put the same building occupants, with their same habits back into even the Greenest of buildings, we will get less than optimal results. If we want to achieve the results we expect, it will take more than simply constructing more LEED-certified buildings. We need what might be termed Green Coaches, to prod or lead, which ever the case may be, to ensure that peoples’ behaviors are in line with the most sustainable use of resources, energy and space.

We need to make the most compelling case and convincing arguments, using some psychology to effect long term thinking on the humans and environmental impacts.  Not just data, but wording that swaying people’s thinking and behaviors. How do we convince someone that it is truly in everyone (and everything’s) best interest to do this?  We need to use all the tools in the toolbox and people who know how to effectively use those educational tools.  One example of a type of tool we need in educating would be to employ a type of environmental psychology to achieve results.  Dr. McKenzie-Mohr and other researchers in this field provide tremendous insights about where we have missed the mark on the environment and where we need to steer the message if we are to reach the intended audience and convince them to get onboard.  More on “Fostering Sustainable Behavior” is available at http://www.cbsm.com.

Another source of information on this topic would be the newly released publication (FREE download!) from the Center for Research on Environmental Decisions at Columbia University. “The Psychology of Climate Change Communication A Guide for Scientists, Journalists, Educators, Political Aides, and the Interested Public”, (www.CRED.Columbia.edu/guide).  Both of these sources represent tools for what I am calling a Green Coach – someone who can take the findings in the reports and explain the importance of the data in everyday terms.

Think of it this way.  We have all had the experience of sitting through a presentation that appears to be prepared for a different audience.  Or perhaps it was a professor who knew everything there was to know about a topic, except how to explain it to others.  It felt like we were in the wrong room or the presenter really just missed the mark and did not think through or know what we were there to learn.  Maybe it was the style, maybe it was the content, maybe it sailed over our heads or it was too simple, too complex or not enough detail to get at what needed to be said.  That is the case too often today.  For years the information and the warnings regarding climate change have been posted.  Some are heeding the advice.  Others are not.  The data has not changed (indeed, it is now more drastic than previously thought according to a recent MIT study) but the message has not been overwhelmingly heard.

Back to the toolbox, we need a new format, a new on-target presentation.  And that is where the Green Coaches come in.  They can reach out, connect with our audience.  Yes, we need to present the facts, the findings of the studies but the language and the wording needs to relate the information while addressing the “what does this have to do with me?” questions.   Those personal connections with the general public need to be made to help them to see the impact of their daily decisions.   Scientists, engineers, architects have the much needed data and answers to problems, but sometimes they need to work with those skilled in crafting a message that reaches and educates the building users and the general public.

Where is the American public getting their information today – TV, newspapers, the web, radio talk shows, tabloids?  Reporting by the media outlets are not effectively getting the job done.  By their very nature, they display attention-grabbing headlines and tease with media blurbs.   Newspaper and popular magazine articles get cut short, often pairing informed scientific statements with un- or ill-informed controversial opinions, implying both as having equal merit.  Those who are unsophisticated media consumers readers and listeners are often confused, disbelieving that any real answers are out there.  With this, the general public is left doubting or saying that they still don’t know for sure what the experts are talking about.  We also have the preachers – but unfortunately they often speak with opposing voices.  With this torrent of technical information (and misinformation), perhaps we need an interpreter, a Green Coach to decipher and spell it out. 

We need someone who can take the information and translate it to speak to the general public.  Someone who can help to reformat the presentation of the data from those in the know (scientists, engineers, building design, energy and resource conservation experts) and put it into easy to understand language, with the psychological twist that targets the audience we have not been able to reach.  We need what educators call pedagogy.  That means the linkage between the subject matter knowledge and how to facilitate the learning by breaking it down.  Providing a step by step, play by play educational guide for the technical information so it can be easily grasped by novices – that coach who can call the plays to get the sustainable behaviors that secure the end Green result.

In addition to providing other Green Building services, this role of being “Green Coaches”, is what we do at Thumbprint Endeavors.  We believe that educating and translating to help others more clearly understand data and reports is the often the missing link.  Our Thumbprint Endeavors Team provides this link by developing the personal connections for building occupants that result in their understanding and commitment. Clearly communicating and educating clients provides the desired sustainable behavior changes needed for LEED buildings to achieve the Green results that the designers and owners intend. 

Linda Ramey, Ph. D. Linda Ramey, Ph.D.can be reached for more information at: www.thumbprintendeavors.com.