Ecologie : le bon discours

Ecologie : le bon discours

« Fin du siècle », « Effondrement de l’humanité », « Tout s’écroule ». Quand on parle d’écologie, on entend (trop) souvent un discours catastrophiste. Chez WeNow, nous sommes convaincus que le catastrophisme n’est pas le ton qui motive le passage à l’action. Au contraire,  il décourage les bonnes initiatives. Voici les quatre axes de communication qui nous semblent pertinents pour engager l’action.  

  1. Donner de l’espoir

Commencer par donner espoir, tout d’abord. C’est important d’alerter sur le réchauffement climatique. Mais c’est encore plus important de montrer que beaucoup de solutions existent déjà. Si le combat semble perdu d’avance, la réaction classique est de baisser les bras. Energies renouvelables, industrie et recyclage, ville durable… Dans tous les secteurs, il existe des solutions à la fois abordables, rentables et efficaces pour l’environnement. C’est ce que démontre Bertrand Piccard et les solutions qui portent le label Solar Impulse Efficient Solution. Pour en savoir plus, cliquez sur la vidéo de Solar Impulse.

Ensuite, montrer qu’il existe des personnes qui y croient, qui agissent à leur niveau, qui développent des outils pour faciliter le passage à l’action. Comme ces youtubeurs tels que Vincent Verzant dans « Partager c’est sympa » ou encore Fabrice de Boni et Axel Lattuadadans « Et tout le monde s’en fout » qui cherchent à engager leurs communautés.

Ou encore comme toutes ces personnes interviewées dans le documentaire « Demain » de Cyril Dion, sorti en 2015. Pour la première fois dans l’histoire de l’écologie, « Demain » mettait en lumière des solutions accessibles à tous, partout dans le monde. En sortant de la projection, on sent comme une bouffée d’optimisme qui donne une envie de s’y mettre.

Enfin, partager toutes les nombreuses solutions à portée de main. Savez-vous que vous pouvez agir depuis votre téléphone, par exemple ? Connaissez-vous l’application Yuka, qui scanne les produits au supermarché pour vous aider à faire les meilleurs choix alimentaires ? Il y a aussi « Too good to go » qui lutte contre le gaspillage alimentaire. Ou encore l’application WAG, qui vous aide, pas à pas, à adopter des habitudes durables.

  1. Rendre l’écologie sympa, ludique, en en montrant les bénéfices

Pour être adoptée, il faut que l’écologie ne soit plus vécue comme une punition, un geste qu’on doit s’empêcher de faire. Il faut au contraire que l’écologie soit vécue comme un enrichissement, une vision positive. Il est, en effet, difficile de se motiver de faire un geste bon pour l’humanité quand on a le sentiment de faire un sacrifice pour soi-même. Arrêter de se focaliser sur ce qu’il ne faut pas faire. Et préférer la démarche « qu’est-ce qu’on peut faire ? » Pour cela, il est nécessaire de jouer sur tous les atouts que présentent les solutions écologiques : bonnes pour la santé, pour le portefeuille…

Ensuite, mettre à disposition des solutions ludiques. Il est bien sûr plus motivant de changer ses modes de consommation quand on voit le résultat de ces actions. Avec l’application WeNow qui vous aide à adopter les bons gestes d’écoconduite, ce sont 15 % d’économies de carburant dès les premiers mois d’utilisation. Avec l’application Yuka, ce sont des effets positifs sur votre santé.

Créer une communauté est également un indicateur motivant et très visible. Vous êtes sensibilisés aux enjeux écologiques ? Plus vous en parlez autour de vous, plus la communauté grandit. Chez WeNow, nous sommes par exemple une communauté de milliers de conducteurs qui agissent pour le climat. Et qui se lancent des défis d’écoconduite pour battre leur classement dans leur application.

  1. Informer de manière factuelle

Pour que les personnes sachent quoi faire, il est indispensable de leur mettre à disposition le bon niveau d’information. Retracer le cycle de vie d’un produit alimentaire par exemple et savoir que tel produit qui vient de loin a émis plus de CO2 qu’un produit local.. Ou encore savoir, avant de faire son choix, que tel ou tel outil informatique n’est pas recyclable. Connaître la quantité de CO2 que représente la production des produits de notre quotidien : électroménager, voiture, etc… Donner les bonnes informations aux citoyens qui souhaitent agir. C’est ce qui les aidera à faire les meilleurs choix durables.

  1. Responsabiliser, sans culpabiliser

Et enfin, il s’agit de proposer d’agir, sans culpabiliser. On ne peut pas agir sur tous les domaines du jour au lendemain. C’est une utopie. Mais par étape, c’est possible. D’ailleurs, saviez-vous que vous pouviez faire votre bilan carbone en ligne ? Vous identifierez sans doute qu’il y a certains domaines dans lesquels vous avez plus de motivation à changer vos habitudes que d’autres. Et cela dépend des personnes. Nous l’avons fait, chez WeNow. Et on s’aperçoit que tout le monde ne se sent pas forcément capable d’avancer sur les mêmes axes. Pour certains, le premier plan d’action sera l’alimentation, pour d’autres, le transport ou l’énergie…

Mais commencer par un domaine à la fois, en franchissant des étapes, sera beaucoup plus motivant, que ne pas agir du tout. Sans compter qu’en parallèle, on peut compenser le CO2 émis, en finançant des projets de compensation volontaire pour retirer de l’atmosphère la même quantité de COque nous avons émise.

Et vous ? Qu’est-ce qui vous motive à passer à l’action ?

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