We’ve Got Numbers
I’m about to preach some science, so don’t go anywhere. In fact, stick around and read. It’s no secret that we live in an age of sensationalism and made-up data. We read blogs and Facebook posts and scroll through Instagram and believe we’ve been informed. Our industry is struggling with the climate change conversation right now. I’m going to tell you why and then I’m going to tell you how we fix it.
Here’s our problem. We don’t have a North Star. We don’t have a trail map. As a result, our industry is struggling to find momentum. We are all moving in different directions. I believe our Associations bear a responsibility to provide leadership here. I worry that they won’t. I worry that they won’t because they are too afraid of losing membership. Perhaps they believe that too many of their members are “dismissive” or “doubtful” when it comes to climate change? Perhaps they are afraid of losing these members and their revenue? Or maybe they don’t want to get political, and that is why we hear so little from American Society of Interior Designers - ASID and International Interior Design Association. I believe that our associations could and should lead us through this conversation, but I am afraid that they may not. It’s a lost opportunity and the train may have already left the station. Our interior design organizations have allowed the architectural association The American Institute of Architects (AIA) , take the lead here and I’m not sure we’ll get it back. And to be clear, the AIA has done an amazing job taking ownership and looking for solutions. However, unfortunately for us, the dismissive, the doubters and the disengaged are loud. Too loud for their numbers, actually.
According to a recent Yale survey, only about 11% of the American public is dismissive when it comes to climate change. Although it’s still too high, in the high falutin world of social media and its accompanying echo chamber, it seems to be much higher. These folks just have really big mouths. We need to stop giving them so much oxygen. According to this Yale survey, 72% of Americans actually range from “Cautious” to “Alarmed” when it comes to climate change. Apparently, they’re just a much more polite segment of the population. Surprised? We shouldn’t be. The loud minority in this conversation has made too much noise, and we need to start listening to the silent majority.
That’s the problem, now the solution. Mindful Materials, the tiny non-profit run by CEO Annie Bevan is quietly changing the industry with its Common Materials Framework. Subsequent support of the framework from International Living Future Institute International WELL Building Institute (IWBI) @USGBC - United States Green Building Council and The American Institute of Architects (AIA) has created a groundswell of movement. This is a big thing. This is our North Star. We all need to align with this framework and move this industry to embrace massive change. Our design associations need to leave the loud 11% behind and support the civil 72%. You should have jettisoned those members long ago. I hope to see ASID and IIDA come out in alignment of the Common Materials Framework and educate their members the way our Canadian neighbors Trevor Kruse and Interior Designers of Canada have done. They have the ability and influence to make a difference. Let’s hope they do.
