12 Apr 2016
How We Create Change: Is what we’re doing working?
By Eric Hellman
This is the fifth in a series of articles on how we can create change more effectively by my associate, Eric Hellman, co-founder of the first Blue Box recycling program and co-author of the Canadian bestselling book, “Leadership from Within.”
In my last two articles, I described how “human nature” shapes our thinking and behaviour. In the next few, I’d like to share some examples of how we try to create change, the unexpected outcomes we get as a result, and some ways we might do it differently.
The Past 50 Years
The people I’ve known who work for environmental and social change began with high-minded ideals and a strong motivation to make the world a better place. They did their best to raise awareness of the problems, provide good information, and encourage others to take action across a wide range of issues, including waste generation, energy conservation, nuclear power and nuclear proliferation, politics, poverty, AIDS, smoking and world peace. I’ll include myself in their number. So what happened?
Sometimes, people heard the message and decided to change; and that has been both encouraging and fulfilling. However, when politicians, civil servants, business leaders or the public didn’t act the way we wanted, we felt frustrated and tried even harder. We began telling people how they should change; and if that wasn’t enough, often used fear or guilt to motivate them. Still no action? Then we applied more pressure. We pushed governments through the media, write-in campaigns, protests or demonstrations. We pressured companies through economic measures such as boycotts or through public shaming. Each time, the more people didn’t do what we thought was right, the more strident and outraged we tended to become.
Why? Because that’s how you create change. Everyone knows that. If the positive doesn’t work, you go negative. You may not want to, and people might not like it, but it’s what you have to do to get others to act. Pressure, anger, force. And that’s what we’ve have done for hundreds of years, in politics, social change, management, parenting and relationships. The question is, how well does this approach really work?