Sustainable Development Education Panel
Towards a Language of Sustainable Development
Executive Summary
(i) The Task
There is little understanding of the current language used to communicate Sustainable Development and hence limited education about the issues it encompasses. It is not only the general public that is not speaking the language; even those whose job it is to work in the various fields of 'sustainability' struggle to communicate effectively with the language currently available to them.
Having recognised the scale of the problem we set out to:-
- Identify the scope and approach to developing a better, more useable language
- Understand the common needs of the diverse audiences (and their differences)
- Set out a framework for how a better language could be developed.
(ii) Findings & Recommendations
Language evolves. It therefore should not be invented or imposed. The research and consultation work undertaken on this project has lead us to believe that:-
Learning about Sustainable Development does not depend on having a more user friendly term to shorthand the set of interlinked issues. The term needs 'unbundling' to facilitate understanding before any 'name' will have real meaning.
Prescribing a fixed set of words and definitions will not stimulate greater understanding of and engagement with Sustainable Development because.
The meanings (and level of empathy) which people currently ascribe to sustainable related concepts and issues are diverse and polarised. They are dependent upon any individual's 'world of experience' (social and cultural e.g. upbringing, living conditions, personal status, education, media exposure etc.). Thus there is no current consistency in meanings which can be called upon in order to create a fixed language blueprint for Sustainable Development.
The best way to educate people about Sustainable Development is to help them discover what the term encompasses, what it means, and how it should affect the ways they live their lives.
We believe that the real challenge is to speed up the evolution of (a better) language for Sustainable Development. This in itself is part of the education process and should in turn stimulate the cultural and behavioural changes that will make our lives more sustainable.
Is a coherent over-arching language possible?
If a narrow definition of language is taken i.e. words and definitions then the answer to this question is NO. As with the communication of any complex issue to multiple audiences the words/messages for each target group should be different.
However, we believe the true answer to the question is YES.
Yes, because our broad definition of language i.e. symbols, pictures, principles, values can, we believe, be applied to a coherent communications framework, which could catalyse the evolution of a better, more relevant language for Sustainable Development.
Although we do not believe that Sustainable Development is (or should be) a brand - it is much more important than that - there are some lessons to be learnt from the world of commercial brands where:-
- The brand name is consistently used across different markets and target audiences to add value to a range of (often) diverse products.
- Brand identity - usually a symbol (which might also be a name) - is used as a recognisable marque of the brand personality i.e. what it stands for.
- Brand values are identified and inform all interactions between a brand and its audiences. (They must be coherent across all products and audiences if a brand is to have integrity.)
- Products are developed for specific markets and their value/appeal is enhanced by being 'branded' with a common corporate identity.
These principles have informed, although not driven, the development of our recommendations to the Panel for a set of catalysts for language development that could:
- speed up the process of evolution
- bind different sectors/parts of the community together
- allow for the development of audience specific languages
- facilitate learning.
This we describe as a communications framework .
What's In A Name?
Before summarising the elements of this, it is important to focus on the name i.e. the words sustainable and development.
The words sustainable and development have international saliency amongst policy makers and those working locally to stimulate sustainable behaviours e.g. Local Agenda 21 officers. 'Development' is, however, widely misunderstood in the context of Sustainable Development, whereas when 'sustainable' is linked to other words e.g.
- nouns (sustainable forests, sustainable schools)
- verbs (being sustainable, acting sustainably)
. it begins to have greater meaning.
(iii) The Communication Framework: The Three Catalysts
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Through this project we have identified three sets of catalysts. We summarise each in turn and then recommend how they could be developed to 'kick-start' the evolutionary process of language development.
These catalysts are about setting newcontextsfor learning and facilitating a process of learning rather than prescribing language content. By helping people to understand and engage with the concept, we believe language< i>content will begin to evolve. People will discover Sustainable Development for themselves and begin to apply it within their world, thus establishing a basis on which to describe it - in their own words.
The catalysts are all intended for use and adaptation by key Influencer groups.
Communication Guidelines and Stimulus
Influencers want help to tackle education. They understand the problems, but know the issues are complex; there is a desire for leadership and guidance but not prescriptive and rigid rules. They are looking for solutions which will complement and enhance their own education/communication approaches and agendas - not replace them.
Sustainable Development Icon
There is currently no overarching, relevant icon (or symbol) that is recognised as the marque of Sustainable Development. The lack of a common icon gives the impression of a lack of coherence amongst the organisations/bodies that are working to further the aims of sustainability.
The current definition of the four objectives of Sustainable Development are unwieldy and do not engage the lay person.
During the research process, unbundling the term 'Sustainable Development' into its four consistent 'elements' proved to be one of the richest catalysts to understanding. By focusing on the element, people were able to talk about their understanding of what each involved, before they began to consider how they affected each other.
Quadrangle has developed the Sustainable Development Pyramid as an idea for such a unifying and educational tool. This builds on our theory that Sustainable Development needs 'unbundling' before linkages and proper understanding can be achieved. The Pyramid uses imagery to represent the elements to act as a tool to help people understand the concept, and begin to critically assess why these elements must come 'together'.
Our research revealed that prudent use of natural resources was considered to be sub-set of environmental protection, rather than a separate issue. Hence these two have been combined into one face of the three sided pyramid, with a transparent base as the 'gateway' into discovery of the linkages between the elements.
It is not part of this project's remit to fully develop such an icon, and the illustrations included in this report should be considered as creative stimulus. As well as including some thoughts on how the symbol might be applied as an icon for Sustainable Development, we have suggested how it could also become a tool for learning to encourage people to think critically about Sustainable Development (in relation to their lives and the world around them).
Creative Tools
There are any number of mechanisms thatcouldengage people in Sustainable Development. In this report we have limited our recommendations to those which are based on the icon (and its imagery) as we firmly believe there is a requirement for a period of embedding the basics i.e. the elements of Sustainable Development in a consistent way.
We have drawn a parallel with information technology, where it was only after there were tangible desirable products became available in the marketplace that people (rather than 'techies') became attuned to the new language. Sustainable Development needs some tangible products.
Toolkit for Influencers
This report was written for the Panel with input from Panel members, and has followed a process of consultation and presentation. It has not been written for a broader Influencer audience.
We do, however, strongly believe that the research findings and the recommendations could be developed into a practical Toolkit for Influencers, with some 'how to do/ not to do it' advice.
(iv) Implications of the Project Findings
These project findings and recommendations do have significant implications for the Panel itself.
There are many questions to be answered but there seem to us to be four primary questions which need consideration before the more detailed operational questions become relevant. They are:
1. If a unifying educational icon is to be properly developed, who should own it, control its usage and the quality of that to which it is applied?
2. The development, manufacture and marketing of tools/products is a different mode of operation to that currently undertaken by the Panel. Is it appropriate for the Panel to take responsibility for such activities? If not, who should?
3. Who pays?
4. Can Influencer audiences be prioritised? Can creative tools be prioritised? Which tools should be developed first?
We, of course do not have the answers to these questions but would like to help the Panel review its options and consider how the recommendations in this report might become a reality.
Quadrangle Consulting Ltd
October 1999
Page published 12 May
2000;
Page last modified
20 August, 2002