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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