Why Is It…?

“Why Is It…?” was designed by Dr. Steiner to address readers’ questions about human behavior from a social psychological perspective in order to inform and stimulate dialogue about the ways in which our thoughts, feelings and behaviors are influenced by the presence of other people. Dr. Steiner holds a Ph.D. in Applied Social Psychology. In addition to working as a university professor over the last 15 years, she conducts individual and group consultations in matters of social relationships and behavior. Readers are invited to submit their questions anonymously in one paragraph or less to Dr. Steiner at [email protected].

Q: Why is it…that with all we now know about the importance of sustainability, many people still hesitate or refuse to engage in environmentally responsible behaviors?

A: Nature possesses a brilliant eco-system capable of balancing the forces of creation and destruction into a symbiotic relationship of sustainability. As is the case in so many ways, some human societies push the limits of this natural balance to such an extent that they become the victims of their own irresponsibility. So why is it that humans engage in behaviors that ultimately lead to their own demise and threaten the very environment on which their lives depend?

The concept of sustainability is really nothing new. Whether addressing matters of pollution, recycling, food and water supplies or energy, science has provided overwhelming evidence that has cautioned against human over-indulgence for over half a century. So why aren’t more people attentive and responsive to this wake-up call?

From a social-psychological standpoint, these questions must be addressed from two inter-related dimensions: the individual standpoint and that of the group. As a group, American culture is one of disposable consumerism. As a materialistic, capitalist society, we tend to measure self-worth by the accumulation of dollars and material possessions. As a result Americans flaunt an unparalleled degree of consumption. In a world plagued by starvation, America boasts the highest epidemic of obesity on the planet. And while we spend billions of dollars targeting foreign "weapons of mass destruction," our own practices do more to threaten the sustainability of the world than any society on earth!

This blatant irony not only tarnishes our reputation in the global community, but also undermines the motivation and efforts of American individuals, who might otherwise take sustainability to heart. Social-modeling is a powerful teacher, and one need not to look too far to see the influence of strategic marketing campaigns designed to seduce and addict the citizenry of American consumers into a steady ideological diet of "the more the better".

As individuals, the way we are raised tends to shape our attitudes, and our attitudes, in turn, shape our behaviors. For example, those raised during the Depression tend to reflect a "conserving" lifestyle and are more likely to be frugal in their patterns of consumption. However, subsequent generations who have, by comparison, been raised with greater comfort and affluence, fail to internalize a conservative approach. They are more likely to engage in disposable lifestyles because they were taught to be motivated by their own comfort, convenience and immediate gratification. In order to contribute to sustainability, individuals must learn to differentiate between basic necessities and whimsical desires, but are unlikely to embrace these principles when the actions and policies of government and industry leaders provide evidence to the contrary (flying private jets to business meetings, mass production of SUVs).

Beyond the foundation of socialization is our own personal conscience toward self vs. other. While humans are social animals, there is no guarantee that our membership in society will translate into accountability to fellow members. Some of us are simply too set in our ways or apathetic to step outside of our comfort-zones. Participating in sustainable behaviors necessitates increased effort and a change in familiar routine. Because Americans are taught to be self-centered versus other-centered (competitive versus cooperative), many view sustainability as positive in theory, but distasteful in practice. This disconnect between symbolic attitude and concrete behavior is why research often shows that most people will agree that sustainability is necessary, while relatively few reflect the practice in their daily lives.

Then, there are those who take on a more cynical approach. They adopt the notion that what they do, as individuals, can not make a difference. Comments such as "what difference can just one person make" or, "why should I change, when others are not?" are common. This fallacy in reasoning placates feelings of inner conflict and guilt and lends permission to the continuance of disposable behaviors. As social animals, people tend to follow the examples set by others. But we must take personal ownership of our own actions – as Gandhi stated, "Be the change you wish to see in the world".

There is also evidence that our sustainable behaviors may vary according to whether or not we find ourselves in private versus public contexts. For example, if we live on a street where recycling bins are put out each week for collection, we may comply so that, under the public eye of scrutiny, our "contribution" is not conspicuous by its absence. However, if we are motivated solely by public image, we are unlikely to adhere to sustainable practices when alone. One who is sincerely committed to sustainability will be consistent in his or her devotion whether alone or with others. In the words of Dr. Martin Luther King, Jr., "True character is doing the right thing – even when no-one is looking."

Our success or failure to sustain ourselves and our planet rests squarely within the heart and conscience of each individual. And regardless of what others do – or what others see – it is our personal action or inaction that will ultimately determine our fate, and that of our children and planet.