2052 for Prospectors

2052 for Prospectors

by Catherine Cameron

Catherine Cameron (British and Guyanese, born 1963) was a member of the core team behind The Stern Review: The Economics of Climate Change. She is now director of Agulhas: Applied Knowledge, helping companies and organizations respond to the additional challenges to sustainability posed by climate change. She is a visiting fellow at the Smith School of Environment & Enterprise at the University of Oxford. http://agulhas.co.uk/catherine_cameron.html

Jorgen Randers’ book, 2052, was written by and for ‘Pioneers’. This group of people are inner directed and care very much about the future of the planet, the world we are leaving for our children, the risks we are running with pollution, our overuse of resources and the mismanagement of our planet. They make up some 38% of the UK population; more in Scandinavia.

A second group are outer directed ‘Prospectors’. They make up 32% of the UK population. They are the biggest group in the USA. China and India are moving towards having Prospectors as the predominant group. They are interested in the right answer, being better and best, having a good time and displaying their success. It is thus critical that any messages about the future and what we can do to make it sustainable are framed in language that this group can respond to.

The third group are ‘Settlers’. They represent around 30% of the UK population and are security driven. They will adopt behaviours once they are perceived as ‘normal’, i.e. when both Pioneers and Prospectors are doing it. Innovation and change comes from Pioneers, is then adopted by Prospectors and finally taken up by Settlers.

There are already a number of organisations that have used this approach to tailor their messaging to these different values-based groups, including Audi, Arsenal, BBC, Bass, CISCO, the Environment Agency, Greenpeace, Haagen Daaz, the Henley Centre, Natural England, National Trust, Nestle,  RSPB, Skoda, Shell, Unilever and Whitbread.

One proposed action is to rethink and reformulate the way in which the messages of 2052 – and the other Big Ideas by contributing Glimpse authors – are communicated, including in summary articles and public presentations.

Useful resources include What Makes People Tick: The Three Hidden Worlds of Settlers, Prospectors and Pioneers, by Chris Rose and the websites: www.cultdyn.co.uk and www.campaignstrategy.org.

This Idea is included in Disrupting the Future – Great ideas for Creating a Much Better Future. This book is a remarkable collection of ideas and proposals by a diverse set of thought-leaders, each of which has responded in their own creative way to Jorgen Randers’ concluding challenge in 2052: ‘Please help me make my forecast wrong. Together we could create a much better world.’

You can find more information on this book and a possibility to order here.