Oo er Missus – That’s a bit Freudian
February 21st, 2012
Apologies for the deliberately “Carry On” title. I have been re-acquainting myself with the excellent Schott’s Original Miscellany on my visits to the smallest room in the house. It is a great concept of brilliant and random information – a bit like Twitter. I came across the entry for Freud and the Mind today which got me thinking.
I have not studied Freud but understand his basic ideas of how neuroses can emerge and the importance of sex in the direction of our behaviours. The entry in Schott’s Miscellany briefly describes the ID, the EGO and the SUPER EGO. The ID controlling the elemental, unconscious and uncivilised mind; the EGO the conscious and pre-conscious mind that civilises the ID and recognises the wider world; finally the SUPER EGO - is our conscience, the highest evolved state of mind. These are amazing concepts and have helped to analyse the complexities of the human mind.
It may also help us as we grapple with establishing sustainable behaviours in the mainstream of our societies. The most significant issue that I have discovered is the so called Green Gap. The value action gap between what people say they are concerned about and what they will actually do. This is one of the defining characteristics of the light greens. The 70% of the population who want to do the right thing but only if it fits in to the daily struggle to earn, bring up kids and have some fun.
The majority of their actions are defined and directed by the ID. However the majority of our approaches to them are through the SUPER EGO. I’m not sure how Freud would resolve this one but to me we must be more basic and elemental with how we communicate sustainability. Campaigns and messages must be more visceral than intellectual; making the options appealing in unconscious ways. In short we have to make them sexy. Think about it next time you read or produce a worthy piece on the necessities of change and look at it again through Freud’s eyes. Could be rather revealing.
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It is fantastic to leave a seminar feeling inspired and full of practical ideas. Thursday’s oomph seminar did exactly that, Ben and Dan are naturals at putting an audience at ease which meant real participation from the group. As environmental professionals often form a one person team, it is fantastic to share a room with like minded individuals from local businesses who have faced and tackled similar challenges and can offer insight and advice. Eagerly anticipating the next installment of Oomph!
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Thank you both for inviting us to today’s Oomph seminar. From our point of view, we found the stimulus material and subsequent debate insightful from a sustainability perspective, but also in a wider context applicable to the successful deployment of general business initiatives.
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Really enjoyed this morning. I have attended very few seminars over the past two years simple because they are all too similar, often the the same speakers and follow the same theme. Today was most importantly enjoyable, interesting and got the brain cells working. I like small groups with variety of people and backgrounds.
Participant at first Oomph Seminar 30 June 2011
