the visual [emotional] vocabulary of sustainability

Climate change. Air pollution. Loss of Biodiversity. Prejudice. Water Quality. CO2. Inequality. Social Injustice. Child Labor. Unsafe drinking water. Global Warming. Topsoil erosion. Desertification. Poverty. Human rights abuses. Oil Spills. Natural Disasters. Globalization. Unemployment. Rainforest destruction. Loss of cultural heritage. Slave labor. Corruption. Chemical spills. Water scarcity. Radioactive waste. Working conditions. Nuclear contamination. Loss of the polar ice caps. Endangered species extinction. Drought. Inhumane working conditions. resource conflict.

The Visual [Emotional]Vocabulary of Sustainability

but...what

can I do??

@ABirt

“Sustainable development is development that meets the needs meets the needs of the

present without compromising the ability of

future generations to meet their own needs.”

Definition:

Brundtland Commission of the United Nations, 1987

Sustainability: the ability to endure.

Concept Material

Process Communication

Design for Sustainability:

Concept Material

Process Communication

Design for Sustainability:

Climate change. Air pollution. Loss of Biodiversity. Prejudice. Water Quality. CO2. Inequality. Social Injustice. Child Labor. Unsafe drinking water. Global Warming. Topsoil erosion. Desertification. Poverty. Human rights abuses. Oil Spills. Natural Disasters. Globalization. Unemployment. Rainforest destruction. Loss of cultural heritage. Slave labor. Corruption. Chemical spills. Water scarcity. Radioactive waste. Working conditions. Nuclear contamination. Loss of the polar ice caps. Endangered species extinction. Drought. Inhumane working conditions. resource conflict.

A Lot to Communicate

sourcemap.com

CO2 LCA

Supply Chain CSR

“the diversity of barriers which exist for any sustainable activity means that information campaigns alone will rarely bring about behavior change.”

Info alone is not enough.

Doug McKenzie-Mohr, author

“Facts and information don’t activate the emotional centers of our brain that cause us to take action.”

Need to Engage Emotions.

Deanna Zandt, author

Connection

Plato

“Human behavior flows from three main sources: desire, emotion, and knowledge.”

Plato

“Human behavior flows from three main sources: desire, emotion, and knowledge.” desire, emotion, knowledge

Climate change. Air pollution. Loss of Biodiversity. Prejudice. Water Quality. CO2. Inequality. Social Injustice. Child Labor. Unsafe drinking water. Global Warming. Topsoil erosion. Desertification. Poverty. Human rights abuses. Oil Spills. Natural Disasters. Globalization. Unemployment. Rainforest destruction. Loss of cultural heritage. Slave labor. Corruption. Chemical spills. Water scarcity. Radioactive waste. Working conditions. Nuclear contamination. Loss of the polar ice caps. Endangered species extinction. Drought. Inhumane working conditions. resource conflict.

A Lot to Communicate

Challenges:• human constraints• previous strategies (shame game)• info overload

Opportunities:• vivid visuals• in-context• individual

Challenges:• human constraints

circle of concern/influenceobject permanence

• previous strategies (shame game)• info overload

Opportunities:• vivid visuals

the power of story (in-context)• In-context

connect to daily life (make tangible)motivate through connection to others

• Interactiveappeal to the individual

Visual, Emotional Storytelling

Metrics, Data,Info

to Establishing Emotional Connection (in order to change behavior)

Challenges

Human ConstraintsChallenge:

Human ConstraintsChallenge:

concept: Stephen Covey

concept: Stephen Covey

Global Warming melts polar ice -> polar bars left homeless

Concern for cute, fuzzy creatures

concept: Stephen Covey

Concern for cute, fuzzy creatures

Percieved inability to do anything about it

concept: Stephen Covey

Climate change. Air pollution. Loss of Biodiversity. Prejudice. Water Quality. CO2. Inequality. Social Injustice. Child Labor. Unsafe drinking water. Global Warming. Topsoil erosion. Desertification. Poverty. Human rights abuses. Oil Spills. Natural Disasters. Globalization. Unemployment. Rainforest destruction. Loss of cultural heritage. Slave labor. Corruption. Chemical spills. Water scarcity. Radioactive waste. Working conditions. Nuclear contamination. Loss of the polar ice caps. Endangered species extinction. Drought. Inhumane working conditions. resource conflict.

but...what

can I do??

Info OverloadChallenge:

I just...forgot to recycle.

Honest.

Emotional Baggage: Shame = ShutdownChallenge:

OpportunitiesVivid Visual, In-Context, Individual

Vivid Visuals

Inspiring attention:

Doug McKenzie-Mohr, author

“Vivid, concrete and personalized” information inspires attention and increases the likelihood of the information being recalled later.

Inspiring attention:

Doug McKenzie-Mohr, author

“Vivid, concrete and personalized” information inspires attention and increases the likelihood of the information being recalled later.

Info that is remembered is more likely to have a lasting impact on our attitudes and behavior.

Vivid:

“producing a strong or clear impression on the senses : sharp, intense; specifically :  producing distinct mental images.”

photo: manaphy0930 photo: misterperturbed

Story produces clear mental images.

Sainte-Chapelle (Paris) window #14: Kings I II, Solomon I II

Benefits of Visual Storytelling• Engages people• Encourages memorization• Communicates context• Avoids people ‘putting up defenses’

“[Cartoons are about] condensing info so it can be transmitted and ‘unpacked’ in your mind.”

Scott McCloud (comic guru)

“Words make division, pictures make connection”

Otto Neurath (isotype designer)

Visual Learners65% of the population are

Tool for EducationHelp people learn what ‘sustainability’ is by showing the context; people can start to recognize the patterns.

Source: ecolabelling.org

+ human rights+ fair wage

Organic+ clean water+ clean soil

CERTIFIED

Fair Trade

Organic+ health

Local+ economy

Local+ economy+ air

Quick Bagging+ freshness

Compostable+ reduced waste

Green, ethical and local benefits of this product throughout its life cycle.

productBiographic.com

CERTIFIED

CULTIVATION

PACKAGING

DISTRIBUTION

USE

DISPOSAL

PROCESSING

3rd-party certified ecolabelCalories per gram:Fat 9 ï Carbohydrate 4 ï Protein 4

* Percent Daily Values are based on a 2,000calorie diet. Your daily values may be higheror lower depending on your calorie needs:

Total FatSat Fat

CholesterolSodiumTotal Carbohydrate

Dietary Fiber

Calories:Less thanLess thanLess thanLess than

2,00065g20g300mg2,400mg300g25g

2,50080g25g300mg2,400mg375g30g

Total Fat 13gSaturated Fat 5g

Cholesterol 30mgSodium 660mgTotal Carbohydrate 31g

Dietary Fiber 0gSugars 5g

Protein 5g

Nutrition FactsServing Size 1/2 cup (144g)Servings Per Container 4

Amount Per Serving

Calories 260 Calories from Fat 120% Daily Value*

20%25%10%28%10%0%

Vitamin A 4%Calcium 15%

Vitamin C 2%Iron 4%

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The Sustainability Communication Problem:

Consumers need information to make good decisions.

Reporting of product information has been ineffective.

GreenEthicalLocal

CSR

a missing link

In-Context

Connect the ‘every-day’ to ‘the-big-picture’

Prius monitor

MEDEA Artist Residency, Malmö, Sweden, 2010

Västra HamnenBehind-the-Scenes of Sustainability

http://youtu.be/1HtT_rBrlSw

Individual

image: The New York Times

Sacramento Municipal Utility District

Message to guest:

Help the hotel save energy

Partner with us to help the environment

Almost 75% of guests reuse towels

75% of the guests who stayed in this room reuse towels

Towel reuse:

16%

31%

44%

49%

Sources: Study by Noah J. Goldstein, Vladas Griskevicius, Robert B. Cialdini of Arizona State University; AOL

A.

B.

C.

D.

Project sponsored by MN Center for Energy and Environment, Minneapolis.

Project sponsored by MN Center for Energy and Environment, Minneapolis.

Project sponsored by MN Center for Energy and Environment, Minneapolis.

Project sponsored by MN Center for Energy and Environment, Minneapolis.

+=if

vivid visuals; in-context & individual.

then use

More info:

by Doug McKenzie-Mohr

Behavior-changing campaigns:

by Michael Braungart

Basic Sustainability:

by Donella Meadows

Systems-Thinking:

by Doug McKenzie-Mohr

Behavior-changing campaigns:

by Michael Braungart

Basic Sustainability:

by Donella Meadows

Systems-Thinking:

Arlene Birt | arlene@arlenebirt.comwww.backgroundstories.comThanks! @ABirt