26 Sep '11, 12pm

Sustainable communities must embrace the familiar

Sustainable communities must embrace the familiar

I believe that, if sustainable communities are to become mainstream, as they must, they must provide potential residents, workers, and visitors with as much familiarity – in buildings, in design, in components, in comfort – as possible. The path to a more environmentally benign future lies not in convincing consumers that they must change, but in giving them the things they seek in a more sustainable form. This isn’t just opinion, though I have long accepted it as such: it’s now also science. In a group of studies reported together in the August 15, 2011 Journal of Personality and Social Psychology , several researchers in multiple universities, led by Shigehiro Oishi of the University of Virgina, examined the reasons why the commercial landscape of American suburbia looks so much the same from place to place. A significant reason, they conclude, is that our transience as ...

Full article: http://switchboard.nrdc.org/blogs/kbenfield/sustainable_c...

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