To the tune of Dolly Parton’s "Sometimes it’s hard to be a woman," I hear myself humming, "Sometimes It’s hard to be a sustainability person… giving all our love to just one plan."
That plan — to educate, to warn, to inform, ergo ‘get people to use less water’ — is more than ambitious (especially in the UK). It is unproductively naive, unless we get behaviour change expertise involved at the front, middle and centre of our work. Here is why …