University of Plymouth Centre for Sustainable Futures

Sustainability Sense

Can values help?

Paul Murray

Paul Murray

CHANGE

CRISIS

Images: Panos Pictures/NASA/Chris Jordan photography/www.pancreaticcancercanada.ca/

Change: what can make it happen?

Image sources www.against-the-grain.com/; www.strategicdc.com; www.spaar.com ; http://smarterplanet.tumblr.com/; www.wwf.org

Image sources: www.against-the-grain.com/; www.strategicdc.com; www.spaar.com; http://smarterplanet.tumblr.com; www.wwf.org

People Peoples’ actions matter

Peoples’ motivations matter

Values

Attitudes

Beliefs

Behaviour

s

Values:

What is important. Guiding principles

“Honesty”

Attitudes:

Judgements, feelings and dispositions that predispose behaviour

Beliefs: Our model of the world; personal ‘facts’ or truths’

‘God exists’,

It starts with values

External environment

Social/peer influence

(Sources: Gross 2005, Rokeach 1976 Oskamp 2001, Bell et al 1996)

How values work

ValueSUPERIORITY

BeliefMY

RACE IS

SUPERIOR

Attitude XENOPHOBIC

Behaviours

Image courtesy of ‘Reform Magazine’

Eliciting Core ValuesUsing your activity sheet:

Identify three of your DEEPEST, core values

”I value above other things …... honesty?....”

Earth Charter

Global transformation charter

Core principles/values

UN Millennium Declaration

Core principles/values

Forum For the Future

Sustainability Charity Educational values

Oxfam

Development Charity Global citizenship values

BT Plc

Global corporation Suggested corporate values

Care and respect for life

Ecological integrity

Social and economic

justice

Democracy, non-violence and peace

Earth Charter Initiative 2006

Respect for nature

Freedom

Equality

Shared responsibility

Solidarity

Tolerance

Leiserowitz et al 2004, p7

Respect and integrity

Commitment and

cooperation

Co-operation and learning

Openness

Compassion

Fun

Forum for the Future 2005, p293

Value and respect for

diversity

Concern for the environment

Commitment to

sustainable development

Commitment to social

justice and equity

Sense of identity and self esteem

Belief that people can

make a difference

Oxfam 2003, p4

Respect for the principle

of equity

Respect for the integrity of natural systems

Respect for the interests

of future generations

Self determination

Diversity and tolerance

Compassion for others

Recognition of the rights and interests of non-

humans

BT 2003, p 24

Core values: the benefits:Congruence

Purpose

Self-empowerment

Integrity

Direction

‘Drive’

Personal/Professional/Planetary WellbeingSOURCES: Kollmuss & Aygeman 2002; Brown & Kasser 2005; Maiteny 2002; Osbaldiston & Sheldon 2002; Bloemer &

Dekker 2003; Burrows & Rindfleisch 2002; Amel, Manning & Scott 2009

How values work

ValueRacial

superiority

BeliefMy race superior to others

AttitudeRacist attitude

to others

Values

CAREER

FAMILY

BeliefsCAREER COMES FIRST

FAMILY COMES FIRST

Attitudes CONFUSED ?????

???OUTCOME

INCONGRUENCE

PRACTISE

Image sources: www.renewedlivinginc.com

www.smallbusinesssuccess.ca

Understanding our values

Are these REALLY my core values?

Can I learn to act on my core values?

Moving forward

• Testing/exploring• Remembering/

reminding• Noticing• Using• Reinforcing

Self-leadership for

Sustainabili

ty

MOTIVATION

(Values)

KNOWLEDGE

SKILFUL MEANS

PRACTICE

MOVING FORWARD

Self-leadership

www.eauc.org.uk/new_self-leadership

Image source: Namonitore: http://eng.namonitore.ru/

ExternalConscious

InternalUnconscious

Behaviour

Capabilities

Beliefs

Environment

Identity

Purpose

Core values

AHA! WHERE ARE WE• Can ‘living’ our values support our work/lives?• Do our deeper values complement SD?• Can we learn to put our values into practise?• What else?

Making meaning

Making connect

ions

Cultivating motivationVALU

ES

Feeling

empowered

Becomin

g equipped

More Sustainable

behaviour