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Every day practices and knowledge. How to call whom for participation?

Every day practices and knowledge. How to call whom for participation?. Inka Bormann. … how to better combine talk and action. … always the usual suspects !. … no idea of how to breach killer phrases. … they do not understand what I wish them to do….

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Every day practices and knowledge. How to call whom for participation?

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  1. Every day practices and knowledge. How to call whom for participation? Inka Bormann

  2. …howtobettercombinetalkandaction …alwaystheusualsuspects! …noideaofhowtobreachkillerphrases …they do not understandwhat I wishthemto do… …I don‘tknowwhythey do not participate

  3. Preliminaries • Amongothers, wethinkthateducationandcommunicationarecrucialleveragepointstomoveahead on thepathtowards sustainable development • However, unilateral instructionorinformationismuchtoolessandunproductive; • itseemsan inconducivestartingpoint on thelong tour towardssustainabledevelopment

  4. Preliminaries • Unfortunately, thecausalitybetweenknowledge, consciousnessandactionhas not beenproven. • Thus, we need alternative ways to think about how to support sustainable actions. • Objectivesofoursessionthismorning • shiftingawayfrom a view on deficitsin knowledgetowardsa view on resourcesembeded in practices • becomingawareofandvalue different needsandburdensofpeople – but typed! • discussingaboutleveragepointstodiversifymodesofcommunicationandparticipation in HEI

  5. Outline • Relation betweenknowledgeandpractices • Heterogeneouspracticesandlifestyles • Inherentleveragepoints • Target-group appropriateoffers for participation

  6. Outline • Relation betweenknowledgeandpractices • Heterogeneouspracticesandlifestyles • Inherentleveragepoints • Target-group appropriateoffers for participation • WHY • WHAT • HOW • CONCLUSIONS

  7. WHYRelation betweenknowledgeandpractices • Instead …fromknowledgetoaction commmunicatingandteachingknowledgeconcerning (non) sustainable developmentissues actingsustainableineverydaylife

  8. WHYRelation betweenknowledgeandpractices • Instead …toknowledgefromaction commmunicatingandteachingknowledgeconcerning (non) sustainable developmentissues becomingawareofimplictsustainable practices ineverydaylife

  9. WHYRelation betweenknowledgeandpractices • Overviewoffindingsfromrepresentativestudyon environmental consciousnessin Germany, 2012 (N=2000; on behalf of Federal Environmental Agency) • fourrangesofaction(residing, housekeeping, mobility, purchasing) • typesofeverydaylifestyles • thoughts on specificoffersofcommunicationandeducation, incentives

  10. WHYRelation betweenknowledgeandpractices • But whathas a German widerepresentativestudy on environmental consciousnessto do withmembersof HEI andwhatcanbegainedfromthisstudybyexpertsfrom all overtheworld? • Weassume, that at least someoftheseeverydaylife style types • aretobefoundamongthemembersof HEI. • Toknowofthesemightbeeye-openingconcerningtheintroductory • observations/problems…

  11. WHAT Heterogeneouspracticesandlifestyles Mobility • Free drivingforfreecitizens? Purchaseofgroceries • Whatyouseeiswhatyouget? Housekeeping • Saving – not laterthan… now! Living • Myhomeismycastle…

  12. WHATHeterogeneoustypesofeverydaylife(Otte 2004) • EstablishedConservatives(2%) EstablishedLiberals(10%) Reflectives (4%) high Conventionals (7%) • Adaptive Mainstream (26%) • Hedonists • (7%) middle Level of living/Living standard • Traditional Workers(10%) DomesticallyCentered(27%) • Entertainment Seekers(7%) low traditional/biographicalclosed partly modern/consolidated modern/open Modernity / biographical perspective

  13. „Traditional workers“ (10%) • for ordinarypathsmainlythecarisused • above-average number of pedestrians • public transport is considered inconvenient • food is mainly purchased, if it meets functional criteria (price, durability etc.) • organicproductstooexpensive • scepticismabout Labels • dominanceof economy • criteria of sustainability are no motive for Home Organization • usually live in a rented apartment

  14. „Adaptive mainstream“ (26%) • relatively large number of users of public transport • openness to the hiring of cars and taking traffic calming measures • food is chosen mainly by quality-conscious and ethical criteria • are willing to spend money for the occasional purchase of organic products • practice environmental protection (waste separation, reduction in heating energy, etc.) • interest in energy efficiency labels when making purchasing decisions of household appliances • live very common in condominiums, in a house of one’s own or aspire at ownership

  15. „Reflectives“ (4%) • useof all transportation • coping with everyday family-life with children imaginable also without a car • often buy organic or fair trade products • grocery Shopping according to ethically quality-conscious or traditionally-conscious criteria • behave environmentally friendly in the everyday practices of housekeeping • consider this also in the future as very significant • usually live in spacious condominiums or houses • are conscious about the environmental impact of houses

  16. HOW Inherentleveragepoints „traditional workers“ present-oriented and focused on their own capabilities and current requirements  e.g. through offers of further education poorly achieved  upgrading of the practiced low-threshold, unconscious and environmentally-friendly procedures  locallyenrootedsustainabilitymovements

  17. HOWInherentleveragepoints „adaptive mainstream“ feasible, sensible dosed (environmental) measures which do not compete with other interests • institutionalparticipation in educationaloffers • to stress "Added value“, such as a part of company training • support of extrinsic motivation for eco-conscious practices, for example by financial (company) or fiscal incentives.

  18. HOW Inherentleveragepoints „reflectives“ comprehensive, far-reaching decisions, selfless, sometimes “risky” measures, more flexible regarding the environment  target group of resource-saving and socially innovative measures (e.g. collaborative use of equipment)

  19. Questions? Discussion! Thankyou! inka.bormann@fu-berlin.de

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