The Changing Face of Sustainability

4 minute read

Having been immersed in sustainability, both in a professional and personal context, for more than 15 years, I have witnessed how the topic has evolved in the public sphere.  More and more people are becoming aware of the scale of the challenge to create an equitable, sustainable society. As awareness grows, this too creates more space for individuals, organisations and brands to demonstrate their commitment, or to exploit the topic to grow their influence.

In one evening during lockdown, I watched an episode of Zac Efron’s new show on Netflix, where he clumsily explored the interconnected nature of wildlife, energy and our food system. It struck me at just how mainstream these topics have become, and how he is just one of a host of Hollywood actors championing sustainability. From Leonardo Di Caprio calling for a stronger international agreement on climate change to Natalie Portman becoming a vocal advocate for the fossil fuel divestment movement, there are dozens of examples of celebrities, for better or worse, publicly championing issues.

There is an obvious virtuous relationship for a celebrity for throwing their weight behind an issue. It can not only shine a light on a topic, but it can raise their own profile with a new audience and provide a “halo effect”, improving their public image. This trade off, widely understood but not often overtly discussed, can be perfectly acceptable where the topic or issue gains significantly from the exposure provided. I think though many celebrities are now seeing much more personal upside in becoming a “campaigner” and are skewing that mutually beneficial relationship in their favour.

In contrast, the Extinction Rebellion movement has demonstrated a completely different approach to creating change and championing an issue. Their direct and confrontational tactics have alienated many. Their decentralised structure does not seek to provide a platform for any one individual. Can you be actively disliked, and effective at promoting a specific agenda? The Independent recently reported on polling from Public First, which found that almost two thirds of those sampled disliked the campaign group, but they had, by some considerable distance, the greatest recognition of any campaign, with over 57% of UK adults recognising Extinction Rebellion and their objectives.

So how do we, as passionate advocates for sustainability, decide the best and most impactful path to creating change? How do use our skills best to persuade and influence?

There remain huge systemic challenges to overcome to create a fair and sustainable society. It can only be the case that more different and diverse voices calling for change is a good thing, regardless of their own motivation to do so. Using your own influence in your own organisations to amplify these diverse voices can only demonstrate the growing demand from society for corporates and governments to address the global challenges that we all face. Continue to learn, to challenge your own practice and to leverage the growing public discourse to create positive change.