Lodz as European Green Capital by 2020

sports, socializing with peers, organizing events). They are looking for safe and clean
places where they can spend their leisure time;
- some companies (especially big international ones like Accenture, Infosys, and Indesit) –
they could include some “green policies” in their CSR strategies and in this way improve
their image as a responsible and caring for local community company;
- early adopters – are those who are more likely to be in favour of innovations. For example
joggers, cyclists, Nordic walkers are interested in increasing the amount of green areas;
they are looking for places where they can practice sport in friendly and safe environment.
They support development of new “green paths” and networks of green spaces.
5. Reactionaries – these are the people who, because of their own interests, are against the
change. They would like to stop implementation of a change because they can lose
something important for them (e.g. power, money). Their critical remarks could be valuable
for the improvement of the project thus their opinions should be taken into account. Their
point of view can bring to light new perspective of the whole situation.
Below there is a list of the most important reactionaries in Lodz:
- illegal sewage droppers, waste droppers – these are the people who for financial reasons
(poverty or just meanness) or because of the low ecological awareness, illegally get rid of
sewage and wastes. Usually it is difficult to prove that a particular person is conducting this
illegal procedure. In other to gain their support they should be educated that their actions
have negative impact on the natural environment, image of neighbourhood, and the wellbeing
of inhabitants. Moreover, there should be also some incentives for them to change
their behaviour (e.g. non-refundable financial assistance for poor families for conjoining to
the sewer system or monthly discounts on bills for new conjoined households, etc.);
- car drivers – it is a very diverse group. Some of them are just mainstreamers interested in
greenery using cars to ensure mobility for their whole family (including children, elderly or
disable members of the family). However, there is also a group of car drivers that is
interested in keeping traffic in strict center, increasing an area of parking lots, removing
obstacles (also street trees, trams) that they believe slow down the traffic, etc. The important
thing is that in the past some of the car drivers could be the public transportation users but
because of bad condition of public transportation they switched to the cars. In order to
change their attitude campaigns encouraging car drivers to change their commuting habits
should be implemented. There is also a need to provide them with real attractive alternative
(efficient and cheap public transport, safe cycling paths). They should be also approached
with some information, education campaigns that would explain them the advantages of
more sustainable transport;
- some developers buy empty green areas only to transform them into new construction zones
and destroy current greenery (e.g. investor on Piotrkowska street cut a group of old trees
important for local inhabitants). On the other hand, some developers appreciate green areas
– greenery increases the value of estate. It is important to show the developers the benefits
48