4 A values-based approach to engagement (2/2): practice

4 A values-based approach to engagement (2/2): practice

So far in this course you have learned about the challenges faced by environmental professionals when trying to encourage SMEs to reduce their environmental impact; and about how values influence the ways that businesses and individuals approach this issue.

The remainder of the course focuses on the practicalities of using values with SMEs. We begin with a few practical illustrations.

Activity 4.1: Values-based engagement – a practitioner perspective

Timing: This activity should take approximately 15 minutes

The aim of this activity is to consider how the values-based approach can be applied in practice. We begin by hearing from the practitioners you met in Activity 2.1, who discuss what they understand to be values-based approaches to engaging with SMEs.

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Values-based engagement – business advisors’ perspectives

[MUSIC PLAYING]

[What does the term ‘values-based engagement’ mean to you?]

SPEAKER 1

What I understand by the term values-based engagement is really trying to understand and identify the values from the client that you're working with and how you can adapt your approach, language, and maybe the tools and the journey you're offering to them accordingly.

SPEAKER 2

I think values-based engagement is to do with communicating with somebody in a manner that relates to how they tick, perhaps how they identify as an individual, and perhaps the kind of groups that they would see themselves as falling into.

SPEAKER 3

To me, I think values-based engagement really plays on the fact of like really valuing values. And that's like an interesting play on words there. But to me, what that really means is that, I mean, everyone, every person, every business has a core series of values that they aspire to achieve or either hold. And I think values-based engagement means like the client and consultant relationship that we might share through the work we do would be really understanding that, connecting with it, empathising with it, and then playing on those values to really have a fruitful conversation about how can we, in our case, maybe reduce your energy consumption, make things more efficient, whether it be production processes or general work culture, corporate culture.

SPEAKER 4

What I understand about values-based engagement is a process by which you're evaluating an individual or, indeed, a company-based, a company level, and what their focus is, what their priorities are, what makes them tick, and making sure that the work that you do focuses on those, and tries to steer any work that you're doing to focus on those values, rather than necessarily those of your own agenda and your own ideas.

When I've been working with businesses, a really wide variety of those types of values have cropped up, have come into play. And they can be anything from the traditional cost saving and resource saving aspects to those wanting to grow their business, and they've got strong personal values about how they want to retain power, control, or growth, or achievement within their businesses. Then there may be others who are focused on very much on the greener side and the environmental impacts, the aspects of that. And there are some somewhere between the two that are very much looking for security. They want to cost save, and they don't want to change. They're resistant to change. But they want to save money.

SPEAKER 5

To me, value-based engagement is all around heartfelt things. And it's the point at which real change is possible. Head-based thoughts don't actually create cultural change or change in business.

In my experience, SMEs can start their journey, sustainability journey, from a different point. But what's most important is the goal and having support to get them there. And values play a really important role in helping move them, step them along in the right direction.

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Watch the video (around 3 and a half minutes) and consider the questions below. For each question, add a couple of sentences explaining your response.

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4.1 Combining values and language

The next activity builds on the Schwartz Theory of Basic Human Values, which we introduced in Session 3 (Activity 3.2). It asks you to think about the way you communicate with business owners and managers, and how to use the most appropriate language for organisations and individuals with different sets of values.

Activity 4.2: Using the right language

Timing: This activity should take approximately 10 minutes

Have a look at the words above and below the diagram. Each word relates to environmental sustainability and is likely to resonate with individuals and businesses who hold different values. Drag and drop each word onto the diagram, where you think they might fit best. Once you have completed this activity, you can compare your results with our researchers’ version.

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This is an interactive task involving the diagram that represents the Schwartz Theory of Basic Human Values.

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Part two of this activity asks you to drag and drop a number of brand logos onto the Theory of Basic Human Values diagram. There are no ‘correct’ answers here, but it helps to remind us that some businesses present strong values as part of their brand image.

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This is an interactive task involving the diagram that represents the Schwartz Theory of Basic Human Values.

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Comment

Here are our attempts at the two exercises – how do they compare with your versions?

Did you find it easy to choose where to put these brands? In some cases brand-values are very clear, whereas other companies can speak to different sets of values depending on context and audience. Tesla, for example, has clear ambitions for achieving a low-carbon transportation system, but at the same time its luxury cars might also be symbols of achievement and power for their customers.

4.2 The values-based toolkit

The final activity in this session introduces you to the values-based toolkit and how it relates to the course and other resources.

Activity 4.3: Introducing the values-based toolkit

Timing: This activity should take approximately 35 minutes

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Graphic showing three linked parts of the values-based toolkit with the following descriptions. (1) OpenLearn Create course: comprehensive online learning course, 5 sessions, 5 hours, extra resources and readings to go further; (2) Effective communication guide: Summary of key insights developed from workshops, Climate Outreach’s previous work and other research; (3) Step-by-step engagement guide: A practical guide for advisors to using values when engaging with SMEs; structured into steps they can take before, during and after client visits.

The values-based toolkit is made up of three components. The first, overarching and comprehensive part is the OpenLearn Create course you are currently 4/5ths of the way through. Besides this, the toolkit consists of two additional resources.

Based on previous research, workshops and interviews with more than 50 low carbon advisors, the communication specialists Climate Outreach have produced a guide for communicating with SMEs using appropriate values-based language and images.

1. Read the Effective communication guide  and make your own notes. The guide can be viewed on screen or downloaded for viewing offline.

The final component of the toolkit is a practical ‘Step-by-step engagement guide’ for bringing values into engagements with SMEs – from preparing for a visit, to face-to-face meetings and following up afterwards to maximise long-term impact.

2. Read the interactive Step-by-step engagement guide and make your own notes. An interactive version of the guide can be viewed on screen; it can also be downloaded for viewing offline.

We will be returning to the toolkit in Session 5, when you will have an opportunity to put it into practice by responding to a ‘real world’ scenario.

Summary and action points

In this session we have described how values come into play in the workplace from a range of sources. We heard about how Climate Outreach use values to engage different segments of the public on the issue of climate change. They have identified particular messages that speak to the values held by faith groups or the centre-right.

We also introduced the Theory of Basic Human Values, based on work in social psychology.

You should now be able to:

• Reflect on the values that you encounter in your own workplace.
• Consider how organisational, professional and personal values can be variously aligned or in conflict
• Predict how attitudes towards environmental issues are likely to be influenced by different basic human values.

You have now completed Session 4.

Now complete the short quiz for this session.