The Future of Sustainability: Have Your Say!

Week One - “Global Challenges to Sustainability in the Twenty-First Century”
Comment / Comentario / Commentaire

Jeff McNeely, Chief Scientist IUCN, Switzerland

Moderating team: Jeff McNeely reponds to Gillian Martin Mehers. He wishes that through the forum, new metaphors will emerge.

Jeff McNeely responde a Gillian martin Mehers, afirmando que espera ver a lo largo del foro, nuevas metáforas de la conservación.

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Gillian, thank you for your comments. You are making the very point I tried to make in my introductory question. You exactly paraphrase my point about people tuning out. We should have a discussion about what will actually change human behaviour. Some people are convinced that fear helps promote messages. The extreme language of environmentalism in the sixties and seventies (“Silent Spring”, “Population Bomb”, and so forth) were successful in raising public attention and addressing the issues. Silent Spring was such a powerful metaphor that it made a real difference.

No matter how many times your mother tells you not to touch the hot stove, the message only becomes real once you have been burned.

And we do need to tell the truth about what is happening, while not seeming to be doomsayers. And we need to present good news without seeming Polly-Anna-ish. 

All of this is a long-winded way to say that I have really been hoping that this e Discussion Forum would lead to some different metaphors that are more positive and engaging, and that will bring about real change. I look forward to continuing the discussion.