Changing the behavior of the inhabitants of the Dutch island Goeree-Overflakkee towards a more sustainable lifestyle

Abstract

That less unsustainability is not equal to more sustainability is something that is not being recognized in many current strategies said to be dealing with the twin crisis of climate change and/ or resource scarcity. If sustainability is defined as a community taking care of it’s own needs and flourishing in ways important to it, that means that the community needs to learn to function independently. But what if the inhabitants of that community has no ‘we’ feeling, let alone a ‘why’ to act sustainable? This was the issue that was adressed for Deltawind int his project: a wind energy cooperation in the Dutch island of Goeree-Overflakkee. The companies’ interest was in exploring how the behavior of the islands inhabitants could be changed so that it would become a more sustainable island. Interviews, an online questionnaire and a contextmapping study were conducted. Inspired by other online developments the concept developed into an online platform for a do-good-community, both uniting and empowering the island inhabitants. The community has 4 monthly reoccuring themes: energy & environment, health, knowledge & culture and society. The concept creates a synergy between awareness, inspiration and the ability to act alone & together. Where sustainability is normally blocked out by other more pressing concerns, it is now connected to ‘caring’ and ‘doing good’ and putting it in a local context. By appealing to the strong emotional connection island inhabitants feel with their island and using the rich volunteer- & club life to battle the negative attitude that seems to inhibit cooperation. Barriers are taken down, a ‘buzz’ of positivity is created, inhabitants are reconnected to each other and possibilities are opened up. Inspiration: a pass-it-on-compliment makes visible how many people are doing good and taking care of each other. With 10 of these thank-compliments circulating around the island, the complex social structure becomes visible, showing that there actually are no ‘divisions.’ Individual behavior and attitude change: the Challenge-of-the-month adresses various ways of how people can make small contributions. Leaving a message of how you have contributed is rewarded by an receiving a special offer by a company sponsoring the Challenge. This advertisement space is for free if the company invests the money thus saved by investing it in making their business a more responsible one. Collective empowerment: a do-good-marketplace where offers and calls for help can be posted. Trades can be proposed and help asked for developig ideas. Sustainability will only be reached by putting many different solutions into place, no single concept can do this. But this particular one facilitates a mindshift in the right direction. It creates the right atmosphere for change: it puts sustainability in a framework that is relevant on a local level. The designed platform is a practical tool that empowers the community to take control and turn their ideas into actions. It showed why ‘design for sustainability’ can be thought of as ‘design for society.’