There is no disputing the importance of the social factor, in moving citizens along the greener path. One additional element to take into account, is the issue of personal relevance. How does one turn global warming solutions into personal benefits? Research shows that most direct way to interest people is through their pocketbook. Last, I would add the availability of technology to enable desired behavior changes.
Short and sweet for the bottom line, here is my secret green sauce recipe:
P (personal benefit) + S (social network) + T (enabling technology)
Best examples of green ventures that understand the power of the PST formula, are in the area of home energy efficiency. Agilewaves, Greenbox, and Lucid Design Group show great promise.
La Marguerite 
I’ve found the best way of getting my friends to be greener is to tie it into something they are already interested in.
Most don’t like to hear about the huge problems we’re facing, or the wholesale changes in lifestyle that are required to prevent irrevocable environmental damage. If it’s too big, people feel helpless.
But maybe I can talk a gardener into vermicomposting their kitchen scraps. It’s something they can immediately see the benefit of and enjoy improving their garden.
And another friend who grew up in poverty and is interested in the problems of the working poor is elated by the thoughts of all the new jobs possible with a green economy.
Another might just be sick of taking out the trash all the time, so she wants to hear about ways to reduce her waste.
And just about everyone wants to hear about how they can spend less money on their water, electric, and gas bills.
Harping about how bad Americans and their lifestyle are isn’t going to get us anywhere. People will feel attacked and defensive, and then just ignore those pushing for environmental protection. We’re only going to win support by showing how green changes are also good for ourselves and our families.
These guys are doing that with cycling, pointing out that it has environmental benefits, social benefits, and physical and mental health benefits.
> JenRob : exactly, that’s exactly what we have to do as environmentally conscious citizens, advocate for changes that will actually improve people’s lives.
I am each day amazed of how many people land on my site just because they are looking for ideas to decrease their energy, electricity bills.
> Marguerite : another great article ! Many thanks. 🙂
I think for the personal benefit there are a lot of things to write, for the enabling technology, there is Eco Geek ( all of us read it, right ? )
However, the young graduate I am wonders about the external factors. Like the economy and the society we live in… Somehow it must matters a lot.
I reminds me of the PEST analysis with political, economic, Social and technological factors…
Does the S factor comprises that ? Or is my idea just irrelevant ?
Marguerite, your “PST” thinking sounds great. I also enjoyed the recent post on the importance/power of social networks in these things. “PST” could be a very helpful way of thinking, and tool, as you move forward.
That said, I would just add my “two cents” regarding two things that are probably already embedded in “PST’ thinking or, at least, in your own thinking. But, here, I’d like to mention them explicitly . . .
First, in my view, in order that the product or idea being conveyed is consistent with addressing some of our global problems (rather than adding to them), I think the benefit in “P” should be a genuine benefit that is informed by people’s true needs. In other words, the personal benefit should be something that’s consistent with the notion of a healthy sustainable life, i.e., consistent with sustainability and (ideally also) increasing what the Greeks called “eudemonia” in healthy ways. More concretely, the “P” should (for example) probably not be a “P” derived mainly from buying a Hummer or an ever-more-powerful Corvette.
Second, the physical product itself (or solution that’s being encouraged) should be made and delivered in a sustainable and environmentally-friendly way.
These two considerations help inform, guide, and qualify the product or idea being conveyed and the “P” one should be willing to convey. Without this type of context, the “PST” thinking could be used to sell dynamite to a fire-setter, mixed drinks to alcoholics, or oil to oil addicts.
Within the appropriate green context (where I’d imagine that you are talking about), the “T” is what many people are working on (though still not enough) and the “P” and “S” call for more creative thinking and more creative ways to communicate/share/market the specific messages. That is, if I understand your “P”, “S”, and “T” correctly.
I think the PST thinking is a great way to think about things. I like it. A good way to end a Friday and start a Saturday morning.
Cheers.
Jenrob, you and I are on the same wavelengths . . . great examples!
Kyle, that cycling site is awesome. Are you a member?
Edouard, I love Ecogeek as well. Another great site, but with a business slant is earth2tech, great for following up on green startups.
Jeff, this post and the last one are actually meant to go together! Personally, I am very excited about the implications of that new Harvard research. I predict it is going to be very big, and will lead to new social media ventures.
Marguerite, re your post #5, yes, I understand that the two were meant together, and the importance of the big “S”. And, I agree with the rest of your comment and the excitement you express.
Sometimes, because we normally/typically think of ourselves as individuals, and we experience life in our individual bodies, we don’t realize how much we are social beings or how much our social nature influences us. But, it influences us ALOT, both for good and (sometimes) in less productive ways. Indeed, much of a good understanding of the topic I focus on (i.e., human social-moral dynamics and morality) involves our highly social nature, what it’s for, how it came about, and so forth.
Yes, I think that appreciating, and making positive use of, our social nature to help make the world a more sustainable and healthy place is a great and important notion.
As usual, I’m looking forward to upcoming posts and to discussions of the “how”.
Cheers!
“how” is a great preoccupation of mine these days. With the understanding that as an individual I can only do so much. It is a matter of fit between my talents and likes, and the most urgent needs that are being presented in the course of my exploration. I imagine the same apply for other, like-minded climate solvers.
I agree. And many and diverse “hows”, coming from different angles, will be necessary. In fact, all “hows” are welcome, except for those that are really “how nots”.
Cheers.
Congratulations, you have cracked the code! 😉
No seriously, I think you might be on to something. But I need to think this through for some time. It could prove to be a very good framework for analyzing influence efforts.
Meryn, looking forward to your feedback. Recipes can always be improved upon!
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