ABSTRACT
Culture change is widely regarded as the single biggest challenge for organisations wishing to embrace sustainability. The standard response to this challenge is often primitive, switch it off stickers, awareness posters and cliched proclamations from the great and the good. The Green Jujitsu approach is incredibly powerful, but subtle. It is all about understanding the audience, gauging their strengths and interests, and tailoring programme to exploit those strengths and interests. While this may appear on the face of it to be obvious, it is worth noting that most sustainability culture change programmes take the exact opposite approach. A whole toolbox of Green Jujitsu techniques are covered within the elephant/rider/path model of culture change. The Green Jujitsu approach requires a certain amount of humility, a huge amount of astuteness and, above all, an infinite supply of perseverance. Whatever you do, however hard it can seem at times, keep going, keep trying stuff, keep thinking and keep doing what works.
