Happy Birthday Futerra! For most of the last 10 years I’ve been down in the trenches writing copy, hovering over designers and building strategies. But I’ve counted up the time I’ve spent communicating sustainability and it’s now well over 10,000 hours. Add in the full Futerra team and we’re probably pushing a million. Which according to Malcolm Gladwell means we might know a thing or two.

So as I paint my nails pink in preparation for Futerra’s Birthday party tonight, here are a choice few of my biggest learnings – some were nuanced, some which were rammed down my throat:

Creativity rocks

Creativity, copy and concepts can change the world. Find the dazzling idea, dress it in the compelling picture and write copy that sticks in the head and you’ll change the way people think and act. If only that was easy thing to do…

Talking is a transaction

No one has an obligation to pay you any attention. No matter how important your message is (and climate change, biodiversity loss and sustainability are pretty damn important), they don’t have to listen. If you want an audience, remember that attention is a gift, so deserves something in return. Entertain, inspire, amuse or intrigue.

Shut up and listen

Audiences know what they want, but sometimes we don’t want to hear them. Start from where your audiences are, not where you really wished they were. Audiences are often really clear about what they want, and how they want to be communicated to. Suck it up, listen and respond.

Burst the bubble

Being in a movement is brilliant; homogeneity isn’t. Remember that messages that work for ‘PLU’ (people like us darling) can rile and incense a different audience. Pissing people off can be fun, unless they are the people you really want to change. Talk to someone with a totally different outlook on life. And I said talk to, not browbeat or argue with.

Catch Up

Most of your audiences are already here. They believe in sustainability. Because action on sustainability doesn’t match expressed concern, we don’t believe them. So some well meaning people keep stuffing the problem and more information down people’s throats. Stop it. The barriers to sustainability action are rarely awareness or concern. The real barriers (habit, agency and access) are much harder.

We’re all in a bloody big tent

Business, citizens, government and charities; we’re all mutually dependent. No one is going to do this on their own. Futerra will work with NGOs and with the big energy companies in the same day if we think it will make a difference. The journey to sustainability isn’t for the ‘chosen righteous few’.

Status and social proof

Psychology, neuroscience and sociology are power tools for sustainability. Change the psychological status and social proof of sustainability and it’s job done. That’s what making sustainable development so desirable (high status) that it becomes normal (social norm) means.

Don’t be a surrender monkey

Hope is hard, the warm blanket of both denial and despair are much more comfy. But fat healthy urbanites talking about the ‘inevitability’ of climate change means accepting the death of millions, that’s not language that shouldn’t be allowed.

Sizzle

One of Futerra’s brand values. Positivity breeds action; negativity breeds apathy.Read all about it.

Just frigging do it

If you’ve got a plan, a business idea, a campaign. Don’t wait. Sell your grandparents and make it happen. Nothing is perfect but if you don’t start, nothing is exactly what you’ve got. We need millions of entrepreneurs, innovators, communicators and change makers. That’s you, and we need you.

Phew, that felt good. Now where’s the bubbly?