How to Win an Argument for a Sustainability Initiative: Insights from Neuroscientist Tali Sharot
Overview
Convincing others to support sustainability initiatives can be a challenging task. Often, our attempts at persuasion fall flat, leading to frustration and disagreement. However, insights from behavioural science can help us craft more effective arguments. Neuroscientist Tali Sharot offers valuable strategies for winning an argument, which can be particularly useful for sustainability professionals.
Related: How to get more buy-in for your sustainability initiatives
Start with Common Ground
One of the key takeaways from Sharot’s research is the importance of starting with common ground. When people feel attacked or see a significant difference in opinion, they tend to shut down and resist new information. Instead, identify shared goals or values. For example, if you are trying to convince someone to support a renewable energy project, emphasise mutual concerns about energy security or economic benefits before delving into environmental impacts.
Highlight What the Majority is Doing
Humans are social creatures, and we often look to others to guide our behaviours and opinions. Sharot points out that showcasing what the majority is doing can be a powerful persuasive tool. For instance, highlighting the growing number of cities and businesses committing to sustainability goals can create a bandwagon effect, encouraging others to follow suit.
Related: Influence and Persuasion – The role of social proof
Give a Sense of Control
People like to feel in control of their decisions. When persuading someone, avoid telling them what to do. Instead, offer choices and allow them to feel they are making the decision themselves. For instance, when discussing waste reduction strategies, present a few viable options and let them choose the one they find most appealing. This approach enhances their sense of agency and increases the likelihood of them supporting the initiative.
Pair Data with a Narrative
While data is essential for supporting arguments, it often needs to be more convincing. Sharot recommends pairing data with a compelling narrative. Stories with emotional components are more likely to capture attention and be remembered. For example, when advocating for biodiversity conservation, share a story about a local species and its importance to the ecosystem alongside the scientific data.
Address Confirmation Bias
Confirmation bias leads people to favour information that confirms their existing beliefs. Sharot’s research suggests that to overcome this, focus on points of agreement and gently introduce new information. Avoid overwhelming your audience with data that directly contradicts their beliefs. Instead, gradually build your case around shared values and incremental evidence.
Conclusion
Winning an argument to support a sustainability initiative involves more than just presenting facts. By starting with common ground, highlighting majority behaviour, giving a sense of control, pairing data with narratives, and addressing confirmation bias, you can craft more persuasive arguments. These strategies from Tali Sharot can help sustainability professionals foster greater support for their initiatives and drive meaningful change.
Want to learn more? Try these resources.
- Enroll in our most popular online course – Influence and Persuasion for Sustainability Professionals
- Read the research and visit Tali Sharot’s online lab.
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