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One of the most difficult elements to change is the norms and values or conventions
and traditions at the system level. These dictate what behaviour is
considered normal. Presently, many unsustainable lifestyles are the norm and
changing these norms poses a major challenge that requires careful scrutiny of
existing routines and underlying values related to comfort, material consumption,
and status assumptions. There is a need to “un-learn” old behaviours,
challenge assumptions and adopt and encourage new norms until they become
usual, common and habitual (Lewin 1951).
Challenging existing social norms – Some examples
In 2009, the prime minister of Bangladesh ordered male government
employees to stop wearing suits, jackets, and ties to work, so that the air
conditioning systems could be turned down (Dummet 2009). The aim was
to expand the “Suit Ban” to the business sector and, eventually, to re-write
Bangladesh’s official dress code.
The Japanese “Cool Biz” campaign also discouraged suits and ties and with the
aim of keeping thermostats at 28°C. The Japanese Prime Minister instructed
his cabinet to wear traditional Japanese short-sleeved shirts instead of
business suits (Spiegel 2007). Similar ideas have also been taken up in the UK
and by UN chief Ban Ki-moon who encouraged UN staff in New York to dress
appropriately for summer months (Kanter 2008).
Overcoming lock-ins at the system level
The norms, values and lifestyles in society today are in many ways “locked in”
or embedded within existing institutional and infrastructural settings (Sanne
2001). The configuration of our cities, infrastructure, supply systems, housing
designs and products in many ways limits the scope for individual choice
(Wilhite et al. 2000; Shove 2003; Southerton, Chappels et al. 2004). Therefore,
even when there is a willingness among people for change, they often fail to succeed
in lifestyle changes because they are confronted with factors that “lock-in”
their unsustainable behaviour and choices (Mont and Power 2010; Van Vliet et
al. 2005).
An example of “lock-in” for housing and mobility
Urban planning shapes behaviour for many years. In turn, people’s preferences
affect settlement structures, with many people having a preference for
single family homes. This preference contributes to urban sprawl and
the development of highly dispersed communities. A disperse pattern of
settlements results in longer journeys between home, work, shopping areas
and other facilities, usually by means of the private automobile -- sometimes
several cars per family.
The dominant car culture motivates retailers to locate shops at city outskirts,
which restricts access for people who lack a car. The consequences of this
shift include deteriorating city centres, increased car dependency which in
turn further entrenches, or “locks in”, unsustainable behaviour (Mont and
Power 2009).
A framework for change 97