Sustainability Leadership: SHIFT or SHOW?
So, why did I undertake the exercise of polling my readers/Twitter followers on the question of who the “women at the forefront of sustainability” might be? Because, I’d noticed a gender imbalance in the names of those who have written the majority of the books and articles I’ve come across in my own intensive research. So – that begged the question.
Now, if you know me at all, you know I’m not setting this up as a men versus women discussion. Rather, the awareness of who gets “known” for sustainability versus who doesn’t (yet continues to do amazing work) is what fascinates me. It’s the same for many industries – there are those who SHOW and become the go-to interviews or citations for mass media coverage, and there are those who SHIFT – who are in the trenches making connections, and doing the science or activism that slowly helps nudge the larger change.
The two are not mutually exclusive, however. Perhaps it is a matter of sequence. SHIFT work often comes before SHOW recognition. In most cases, SHOW can slow down a thought-leading/pioneer’s SHIFT work, but, because it starts to put some more mass awareness shine on the topic, this SHOW remains important. On the other hand, some SHIFTers likely choose to lay low, determined to use their strengths to make a difference without being distracted by the whole other world of SHOW.
Though admittedly flawed in a variety of ways, my unscientific poll did prove the point that there are many, many women of the SHIFT whose names are not getting elevated to the SHOW. And, perhaps these folks are really much too busy SHIFTING to care. That’s a perfectly good explanation.
With regard to the poll results, specifically, it is of particular interest that the three women who received the most votes – Shari Aaron (co-author of Climb the Green Ladder), Kira Gould (co-author of Women In Green) and Jill Fehrenbacher (founder of the sustainable design trends site, Inhabitat.com) – are all perhaps most recognized for their part in spreading word of the SHIFT. They are making sure sustainability DOES reach the masses by way of their written words. These women are at the leading edge, making it their mission to broadcast the sustainability wisdom and innovation that will change organizational and consumer behavior in incredible ways.
It is my contention that in order to bridge conventional business to more sustainable practices, those of us involved will have to resist the temptation to overly focus on the SHOW, and give SHIFT a lot more “air time.” In very basic terms – SHOW could be defined as being more about the linear idea of what or who is the best, smartest or most successful. That ALONE is not in keeping with the idea of sustainability. Instead, the more relational, connected, working together, on-the-ground perspective of SHIFT work is also crucial to the balance of the sustainable movement’s efficient functioning.
So, just as we look to the most recognized names (Hawken, Anderson, and Elkington, etc.) for inspiration and guidelines, so too do we need to ensure that SHIFTers (men and women) have the resources and support they need to keep the engines of sustainability moving strongly forward. Given their dedication, there is no doubt they will soon get to SHOW whether they want to or not.
