1. PRME/CBS International Conference Responsible Management EducationSustainable Leadership in the Era of Climate ChangeEngaging Different Communities with SustainabilityCarole Parkes

2. Birmingham, England Most ethnically diverse of top Business Schools in UK students faculty communities Aston University/Aston Business School

3. Vice Chancellor Professor Julia King ‘King Review on Carbon Emissions’ • My Role – Social Responsibility & Sustainability • MBA - Interdisciplinary/Experiential/Reflective Learning

4. Targets & budgets for reduction of greenhouse gases (GHG) to 80% below 1990 levels by 2050 (34% by 2020) To decarbonise and reduce GHG by 80% need to reduce carbon output per unit of GDP by 5% annually to 2050 (2001 -2006 achieved 1.3% per year) (Pielke, 2008) UK Climate Change Act 2008

5. What policies/ changes need to happen to achieve this?How palatable are they? • Politicians/Policy makers • Scientists • Engineers • Business • General Public How can social science (& education) contribute to this?

6. Engaging Different Communities with Sustainability • To investigate how different communities engage with sustainability • Explore areas of good practice • Perceived and actual barriers • Examining triggers that motivate individuals to move beyond intention into action.

7. ‘Different communities’ • Community groups of different ethnic origin & socioeconomic status in Inner City Birmingham - Local groups - Interfaith groups • SME Businesses within those communities SMEs 99% UK Businesses 59% UK Employees

8. Interdisciplinary Team • Psychology • Sociology • Politics • Ethics & Values • IT • Sustainable Development

9. Concerns about Sustainability/Climate Change Context Social Economic Political Cultural Religious Individual Factors Values Beliefs Attitudes Existing Practices Behaviours +/- Intentions to act Communication Information Terminology Source Medium

10. Methodology • A mixed methods approach comprising of initial survey to establish concepts and exploratory questions. • Followed up with ethnographic research methods involving observations of practices, interviews and focus groups to gain insights and explanations

11. Consideration Future Consequences (CFC) • Theory Planned Behaviour (TPB) • Intention to Act • Locus of Control • Links between Norms,Values, Beliefs and Attitudes (Personal/Social/Work) Cultural, Religious, Cognitive Moral Development, Moral Imagination • Attitude change (congruent/incongruent change) • Communication (What, Who, How, Target, Situational Factors)

12. Some initial thoughts • Problems with terminology/access to language • Examples of good practice unrelated to ‘sustainability’ • Take unknown to known • Proximity – make it relevant ‘Appeal to self interest’ How it impacts, personal values, What can we do? practical examples

13. Partnering with; Birmingham City Council ‘Sustainability West Midlands’ ‘Business in the Community’ Birmingham Chamber of Commerce

14. Future Extend pilot studies Deeper insights into the differential impact of sustainability across different groups Inform targeted future planning & communication of sustainability initiatives that reflect local experiences, aspirations & issues