THE LOOP // The 'You need to get out more' edition

Insights from trained anthropologist and circular economy expert Dr Amelia Kuch on how we gather the knowledge we need to solve difficult challenges. Amelia and I worked together at the Ellen MacArthur Foundation where she is higher education partnerships manager, leading the Foundation's work with change-makers in the broader academic ecosystem, ensuring research and teaching remain key aspects in the transition to the circular economy.

Why do you need to get out more (at work)

As more people move into climate and, more broadly, sustainability work, I have observed a growing disconnect between the daily 'laptop work' people do and the first-hand knowledge of the solutions they advocate for.?

This edition of the Loop is dedicated to the role that anthropology and anthropological ways of knowing can play in making sustainability work more impactful and fulfilling.?

When was the last time you got out??

More than 70% of job seekers want to work for environmentally friendly employers. In the same study, by IBM, 1 in 3 went as far as to say they would accept a lower salary to work for sustainable or socially responsible organisations.?

We are witnessing a huge workforce transformation. Many of us are making what's often a challenging career shift and moving into sustainability. Yet, speaking to people who made the shift and are now doing this work, many experience an increased disconnect between the daily 'laptop work' and the solutions they advocate for.?

If you are a knowledge worker focusing on climate solutions, ask yourself (and be honest!) - when did you last 'get out'? When was the last time you experienced the solutions you spend your days advocating for??

If you are working on a new project on critical raw minerals needed for the energy transition - have you been to a mine? Did you meet people working in that industry??

If your consultancy offers services on regenerative agriculture - when was the last time you visited a farm? Have you shared a meal with a farmer??

If you advocate for reuse and repair at scale, have you seen what clothing repair centres look like in practice? Did you speak with the people working there?

Many knowledge workers I meet say they wish to do it more, but they aren't. This type of knowing is not something that gets prioritised.

And here is where anthropology comes in...?

I was introduced to anthropological research methods during my undergraduate degree. The university courses I attended led me to Tanzania, where I completed my PhD degree in International Development and worked as a consultant.?

As I slowly began leaving the academic world, it amazed me that people would profess expertise in certain areas (e.g. mining, agriculture or fishing) without having any direct experience of these industries. Many of these experts were trusted with advising governments.

I have seen first hand the damaging impacts of recommendations that are disconnected from people's lived experience.?

As the award-winning financial journalist and anthropologist Gillian Tett explains in an interview for McKinsey, anthropologists get inside the minds of people to help them understand other cultures and appraise their own environment. In her recent book Anthro-Vision: How anthropology can explain business and life, she argues that one of the lessons we learned from the pandemic is that solutions like vaccines don’t work unless you also understand the social and cultural context and the incentives shaping people’s behaviour.?

Anthropological research strategies are not bulletproof and the discipline has been riddled with many ethical dilemmas. Yet, it comes with a set of research methods such as fieldwork, participant observation, and structured interviews. This immersive approach allows anthropologists to grasp the nuances of culture, belief systems, and social dynamics. In anthropology, ethnography is more than a research method; it's a way of knowing.?

The benefits of adopting an anthropologist's mindset??

Of course, not everyone can become an anthropologist and conduct proper ethnography. Yet, I believe that there are some elements of fieldwork which can be adopted and incorporated into the work of sustainability professionals.

Fieldwork, as championed by anthropology, offers a powerful model for sustainability practitioners.

It encourages us to step out from behind our screens, engage with the people and environments we aim to protect and regenerate, and immerse ourselves in the complex realities of the transition.

As Gillian Tett explains, it’s so easy if you are someone “who spends all your day basically in the office or working on a project to fall into the trap of assuming that other people have the same instincts and mentality as you. And it is so important in today’s globalised world to recognize that it’s simply not true. It’s important to learn to walk in someone else’s shoes and see the world differently. That way you avoid risks, but you also see new opportunities all over the place.”

Imagine that when you start that new project on innovative building materials, you will have an opportunity to step onto a bustling construction site, speak with the lead architect, engage with the construction workers.?

When you dive deeper into the potential of ocean-based solutions, it is incorporated into the project plan that you should go and meet the individuals and communities implementing those solutions.

In the context of renewable energy, picture yourself not only reviewing reports and spreadsheets but also travelling to wind farms or solar installations in your local areas.?Not as an add-on to a project but a required way of knowing and gathering information.

The goal of fieldwork is not for everyone to become an expert at what they are studying. Instead, it is to access different ways of knowing beyond reading reports and articles. The intention here is not to put more barriers for people who want to transition into sustainability. Quite the opposite - fieldwork can open opportunities for new ways of learning.??

This approach has dual benefits - it can make people's work both more rewarding and effective

Experiencing sustainability challenges first-hand can reignite and sustain motivation. It's easy to feel disconnected when working solely behind a screen, but engaging with the people, environments, and systems impacted by sustainability efforts can bring a profound sense of purpose.?

At the same time, when knowledge workers in sustainability immerse themselves in the real-world contexts of their focus areas, their work can become more nuanced, practical, and effective. They gain insights and perspectives reading articles and attending webinars cannot provide. This depth of understanding enables the creation of more robust strategies, policies, and solutions better tailored to the specific challenges.?

Driving more effective and compassionate change

With more people moving into sustainability, from ESG reporting to sustainable finance and circular supply chains, there is a risk that the disconnect between the daily laptop work and the solutions needed only grows.?

Considering the poli-crisis we are in and how little time we have to make the transition required, it is of utmost importance that the work delivered by sustainability workers is targeted, well-informed and practical. Adopting an anthropologist mindset and embracing anthropological ways of knowing can help us get there.?

EDITOR'S NOTE: I highly recommend the Anthro-vision book and this is a great interview between Tim Harford and Gillian Tett about how her training as an anthropologist has shaped her work.

And finally...

I'm keen to focus on the role of community in a forthcoming edition and would love to hear from you. If you manage a community, have thoughts on what it takes to create thriving, inclusive and active groups that collaborate effectively - please drop me a line.

The Loop is brought to you by me, Ross Findon??

I help nonprofits and businesses cut through the noise and create positive impact. If that sounds like something you need, then get in touch [email protected]