“The shift in what employers think of as their role not just in the community but [relative] to their workforce is quite radical, and I think it has led to the last two jobless recoveries,” said Ron Hira, an associate professor of public policy at the Rochester Institute of Technology.
We face an entangled communications challenge. Becoming a sustainable city is less a technological issue than one of mindset, understanding and behavioural. Too many people still believe there is no problem. How can this be overcome? Do we approach it by engendering fear, cajoling, or persuasion? By providing evidence of the threats or examples of good practices? Do we jolt people into focus by ascending graphs of problems or imagery of iconic events like Katrina or Superstorm Sandy? It is best to show how the shift is doable and already happening and that those at the forefront have a better life economically and socially. The image of the sustainable city needs to feel as emotionally satisfying as the lure of consumer culture.