ABSTRACT
Attitudes towards the environment and concepts such as sustainable development vary across a wide spectrum. Many social scientists use the model to categorise attitudes to society and nature, each attitude being defined by the degree of equality/inequality and individualism/collectivism. The model uses a red ball representing the state of the environment on a surface. The Green jujitsu approach requires reader to understand and overcome resistance to sustainability. Resistance to sustainability from individuals can come in a number of forms: anti-green sentiments, narrow economic focus, limited ambition, fear for the future, and staff/management friction. To use the jujitsu approach has to recognise and understand these, while never accepting them as permanent obstacles. Different job roles bring with them different priorities which must also be taken into consideration, for example: board room/senior management; middle management; and frontline staff.
