How can this best be done?
Common Cause, a report recently released by WWF-UK, proposes that cultural values provide motivation for action, and argues that a shift from extrinsic to intrinsic motivation is needed in Western culture to foster a sustainable society. Specifically, it advances that communication campaigns can support this change by publically challenging common self-centered and consumerist sources of motivation.Take action and the minds will follow? Chris Rose, operator of campaignstrategy.org, thinks so. In his response to the report, Common Cause, Rose argues that rather than trying to change what people value, communicators should activate frames that their audience already cares about. For example, conservatives may not support renewable energy to fight global warming, but might be willing to support it to reduce reliance on foreign oil. Rose goes on to illustrate his point with real world examples where environmental action is taken for non-conservation-related reasons, but nevertheless results in a more environmentally conscious populous.