In driving engagement and behavior change, the power is often in the subtleties. So here’s a little thought that just might be a big thought: As we work toward mainstreaming sustainability, we should stop talking in terms of should, and instead we ought to start speaking in terms of ought.
Here’s what I mean. “Should” makes a demand on us that comes from outside us, and often from above us. Authority figures tell us we “should” clean our room, do our homework, be home by eleven, eat less, move more, live with less, choose wisely and recycle. We feel it pressing upon us as one more thing to add to our list of things to do, or to refrain from doing, to win favor and avoid guilt.