Most of us know we should live in a more environmentally sustainable
way. But it does not happen because we do not really feel involved.
How can policymakers change the way people think? This is what the InContext project, funded by the EU, hopes to answer. Leading European research institutions in the fields of transition, behaviour and sustainable development are trying to create a manual for change.
This manual should ultimately be developed into a so-called ‘Transition Theory’ that is, as yet, unproven. And this theory, in its turn, should make it possible to change people’s mindset. For example, towards living in a more environmental sustainable way.
A number of pilot projects have been initiated in Belgium, Germany and the Netherlands. The idea was to put this theory to the test, to refine it and hopefully to prove it right. For example, in the Dutch city of Rotterdam a community centre in the neighbourhood of Carnisse was facing cutbacks. It was due to be closed down in January 2012. Drift, the Dutch Research Institute for Transitions, which is a project partner, took it upon itself to help the people of Carnisse save it.
Project leader Julia Whittmayer, researcher and consultant, and other colleagues of Drift invited residents to come up with ideas, and to present them in brain storming sessions. This resulted in a plan of action. This also gave people an opportunity to decide themselves how they could help.
It was expected that this process would provide inspiring examples from amongst the residents of Carnisse to motivate others to spring into action. Thus they would ultimately make a ‘bigger noise’ and save the community center. But to Whittmayer’s dismay, many preferred “to be told what to do!” instead.
It might be true that inspiring examples can help change. But it is just as true that some people rather want to be told what to do, according to behavioural psychologist Max Mulder, who is a market researcher at the Dutch consultancy called Beautiful Lives, based in Hilversum.
Read more: Most of us know we should live in a sustainable way. But it doesn't happen because we don't feel involved.
How can policymakers change the way people think? This is what the InContext project, funded by the EU, hopes to answer. Leading European research institutions in the fields of transition, behaviour and sustainable development are trying to create a manual for change.
This manual should ultimately be developed into a so-called ‘Transition Theory’ that is, as yet, unproven. And this theory, in its turn, should make it possible to change people’s mindset. For example, towards living in a more environmental sustainable way.
A number of pilot projects have been initiated in Belgium, Germany and the Netherlands. The idea was to put this theory to the test, to refine it and hopefully to prove it right. For example, in the Dutch city of Rotterdam a community centre in the neighbourhood of Carnisse was facing cutbacks. It was due to be closed down in January 2012. Drift, the Dutch Research Institute for Transitions, which is a project partner, took it upon itself to help the people of Carnisse save it.
Project leader Julia Whittmayer, researcher and consultant, and other colleagues of Drift invited residents to come up with ideas, and to present them in brain storming sessions. This resulted in a plan of action. This also gave people an opportunity to decide themselves how they could help.
It was expected that this process would provide inspiring examples from amongst the residents of Carnisse to motivate others to spring into action. Thus they would ultimately make a ‘bigger noise’ and save the community center. But to Whittmayer’s dismay, many preferred “to be told what to do!” instead.
It might be true that inspiring examples can help change. But it is just as true that some people rather want to be told what to do, according to behavioural psychologist Max Mulder, who is a market researcher at the Dutch consultancy called Beautiful Lives, based in Hilversum.
Read more: Most of us know we should live in a sustainable way. But it doesn't happen because we don't feel involved.
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