Manifesto for truly sustainable communities

Raising the standard in ecovillages

Two things caught my eye in the New Statesman over the last week. The first was the emphatic thumbs-down by Sian Berry, UK Green Party speaker, to Gordon Brown’s new ‘ecovillages’ idea – the proposed pilot projects that will inform the design of five new ‘eco-towns’. She imagined they would “end up as sought-after, trendy developments whose residents, in practice, commute miles to work, shop in supermarkets and rarely walk or use the bus”.

The second was the policy advice given by a series of progressive think tanks and individuals to our prime minister in waiting.

Since I live in an ecovillage that goes a long way towards meeting the government’s carbon-reduction targets – we have the lowest footprint of any community in the UK that has been scientifically measured at around one half of the national average – it feels worth exploring why our reality is so different from Sian’s (entirely legitimate) fears and what policy guidance might emerge from our experience.

So, here goes!

Per capita car mileage in the Findhorn ecovillage was found by our ecological footprint study to be just six per cent of the national average. This is primarily because we generate so much employment on site – in the region of 200 jobs – that very little commuting is necessary. In addition, the community runs a fleet of small buses to ferry residents and guests between the two community campuses – that are around five miles apart – and there are many informal car-sharing schemes.

Policy implications? Promote mixed-use planning zones that integrate the residential with the commercial and industrial in a convivial mix, thus reducing the need to commute and provide advice and incentives for car-pooling.

Our ‘Home and heating’ footprint is 21 per cent of the national average – partly because our four wind turbines make us net exporters of electricity and partly because of the highly energy-efficient design of many of the houses. My near neighbour, John Willoner, had a total heating bill of £48 for calendar year 2006.

Policy implications? Encourage small-scale, community-based generation of electricity. This will involve greatly simplifying the regulations, assessments and studies required for small-scale projects that are currently broadly in line with those required for creating large wind farms: our pre-planning costs were in the region of £100,000 – far in excess of the cost of the actual turbines!

A predominantly vegetarian diet based primarily on local and seasonal produce gives us a food footprint 32 per cent of the national average. Policies to promote local procurement of food for schools, hospitals and other local government facilities could do much to promote a low food-mile diet, with extra employment generated in the agricultural sector.

Finally, an important reason why our community economy is relatively strong and able to generate so much employment is that we have our own community currency - Ekos. These, necessarily, keep purchasing power local, since the notes can only be spent in businesses in the community as well as several in the neighbouring village. In this sense, they are ‘un-travellers’ cheques’!

The promotion of community currencies to run parallel to national currencies would do much to regenerate local economies, enabling people to walk or cycle to work and school. As with the wind turbines, significant simplification of the regulations is required: much our largest item of expenditure in launching the Eko was lawyers’ fees.

None of this is rocket science. It is all sufficiently simple that we have been able to manage it with a minimum of official assistance.

Now, it may be said – in fact, all too often it is – that all of this is of little relevance since ecovillages like ours are so different from how most people live. Ours, after all, is a predominantly urban society. However, this is to miss the point. We have chosen to work on a small scale in a rural context since this makes it considerably easier to develop and prove the models. Having done so, the trick is to scale them up.

This is being done nationwide with gusto and imagination. We are seeing a proliferation of CSAs (community-supported agriculture box schemes) linking up cities with neighbouring farmers, urban carpools, community currencies and even, as in Dundee for example, some city-based, community-owned wind farms.

What is lacking is a clear vision and strategy at governmental level. Weaving cities back into the fabric of their bioregions and reviving local economies is both achievable and necessary if we are to meet our carbon-reduction targets. But, there will be commercial interests to face down.

The challenge facing our prime minister in waiting is not that of identifying policies to create truly sustainable communities – these are already out there in abundance – but the political will and imagination to champion and implement them.

Jonathan Dawson is a sustainability educator based at the Findhorn Foundation in Scotland. He is seeking to weave some of the wisdom accrued in 20 years of working in Africa into more sustainable and joyful ways of living here in Europe. Jonathan is also a gardener and a story-teller and is President of the Global Ecovillage Network.
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Harmful gender stereotypes in ads have real impact – so we're challenging them

The ASA must make sure future generations don't recoil at our commercials.

July’s been quite the month for gender in the news. From Jodie Whittaker’s casting in Doctor Who, to trains “so simple even women can drive them”, to how much the Beeb pays its female talent, gender issues have dominated. 

You might think it was an appropriate time for the Advertising Standards Authority (ASA) to launch our own contribution to the debate, Depictions, Perceptions and Harm: a report on gender stereotypes in advertising, the result of more than a year’s careful scrutiny of the evidence base.

Our report makes the case that, while most ads (and the businesses behind them) are getting it right when it comes to avoiding damaging gender stereotypes, the evidence suggests that some could do with reigning it in a little. Specifically, it argues that some ads can contribute to real world harms in the way they portray gender roles and characteristics.

We’re not talking here about ads that show a woman doing the cleaning or a man the DIY. It would be most odd if advertisers couldn’t depict a woman doing the family shop or a man mowing the lawn. Ads cannot be divorced from reality.

What we’re talking about is ads that go significantly further by, for example, suggesting through their content and context that it’s a mum’s sole duty to tidy up after her family, who’ve just trashed the house. Or that an activity or career is inappropriate for a girl because it’s the preserve of men. Or that boys are not “proper” boys if they’re not strong and stoical. Or that men are hopeless at simple parental or household tasks because they’re, well...men.

Advertising is only a small contributor to gender stereotyping, but a contributor it is. And there’s ever greater recognition of the harms that can result from gender stereotyping. Put simply, gender stereotypes can lead us to have a narrower sense of ourselves – how we can behave, who we can be, the opportunities we can take, the decisions we can make. And they can lead other people to have a narrower sense of us too. 

That can affect individuals, whatever their gender. It can affect the economy: we have a shortage of engineers in this country, in part, says the UK’s National Academy of Engineering, because many women don’t see it as a career for them. And it can affect our society as a whole.

Many businesses get this already. A few weeks ago, UN Women and Unilever announced the global launch of Unstereotype Alliance, with some of the world’s biggest companies, including Proctor & Gamble, Mars, Diageo, Facebook and Google signing up. Advertising agencies like JWT and UM have very recently published their own research, further shining the spotlight on gender stereotyping in advertising. 

At the ASA, we see our UK work as a complement to an increasingly global response to the issue. And we’re doing it with broad support from the UK advertising industry: the Committees of Advertising Practice (CAP) – the industry bodies which author the UK Advertising Codes that we administer – have been very closely involved in our work and will now flesh out the standards we need to help advertisers stay on the right side of the line.

Needless to say, our report has attracted a fair amount of comment. And commentators have made some interesting and important arguments. Take my “ads cannot be divorced from reality” point above. Clearly we – the UK advertising regulator - must take into account the way things are, but what should we do if, for example, an ad is reflecting a part of society as it is now, but that part is not fair and equal? 

The ad might simply be mirroring the way things are, but at a time when many people in our society, including through public policy and equality laws, are trying to mould it into something different. If we reign in the more extreme examples, are we being social engineers? Or are we simply taking a small step in redressing the imbalance in a society where the drip, drip, drip of gender stereotyping over many years has, itself, been social engineering. And social engineering which, ironically, has left us with too few engineers.

Read more: Why new rules on gender stereotyping in ads benefit men, too

The report gave news outlets a chance to run plenty of well-known ads from yesteryear. Fairy Liquid, Shake 'n' Vac and some real “even a woman can open it”-type horrors from decades ago. For some, that was an opportunity to make the point that ads really were sexist back then, but everything’s fine on the gender stereotyping front today. That argument shows a real lack of imagination. 

History has not stopped. If we’re looking back at ads of 50 years ago and marvelling at how we thought they were OK back then, despite knowing they were products of their time, won’t our children and grandchildren be doing exactly the same thing in 50 years’ time? What “norms” now will seem antiquated and unpleasant in the future? We think the evidence points to some portrayals of gender roles and characteristics being precisely such norms, excused by some today on the basis that that’s just the way it is.

Our report signals that change is coming. CAP will now work on the standards so we can pin down the rules and official guidance. We don’t want to catch advertisers out, so we and CAP will work hard to provide as much advice and training as we can, so they can get their ads right in the first place. And from next year, we at the ASA will make sure those standards are followed, taking care that our regulation is balanced and wholly respectful of the public’s desire to continue to see creative ads that are relevant, entertaining and informative. 

You won’t see a sea-change in the ads that appear, but we hope to smooth some of the rougher edges. This is a small but important step in making sure modern society is better represented in ads.

Guy Parker is CEO of the ASA