Peripheral anomalies or centres of inspiration?

In his latest blog, Jonathan Dawson tells us why places like Findhorn still have much to offer


As recently as four or five years ago, my undergraduate students and I devised a game as a way of keeping ourselves cheerful. We created our own newspapers, filled with stories that we wrote ourselves, reflecting the kind of material that we wished was covered in the press. It was a way of grounding our visions of a more ecologically conscious and engaged world.

At least in terms of content, these colourful and creative clipped-together newsletters bear an uncanny resemblance to what you can buy today at the newsagents. Apparently out of the blue, our papers (not all, for sure) are presenting us daily with intelligent, joined-up thinking and writing, linking disturbing events in far-off places with their root causes in the over-consuming West.

And, just occasionally, as in our own self-created newsletters, there are reports of inspirational models and of community mobilisation in the pursuit of wiser and happier ways of living our lives and providing for our needs.

It is easy to forget just how quickly things have turned around, the urgency with which the serious media are suddenly engaging in the sustainability debate, reflecting rapid shifts in perspectives in society as a whole.

Superficially, all this seems to be great news for the ecovillage movement. After all, so many of the things that we have been banging on about for years – renewable energy, carbon footprints, downsizing and the merits of simpler, more community-based lifestyles – are suddenly grabbing the headlines.

The truth, however, is more complex. For, while as little as ten years ago ecovillages were clear ‘market leaders’, albeit in a marginal niche in which competition was almost non-existent, today sustainable community initiatives in more mainstream contexts abound.

In parallel, a combination of factors – rising land prices, tighter planning regulations and a more individualistic society – are closing off the conventional route to ecovillage formation. Almost all of the well-established ecovillages such as Findhorn were created twenty or more years ago.

In business parlance, (paradoxically, given the fact that in terms of foreseeing how society would evolve, we very much backed the right horse), the ecovillage brand is finding itself squeezed.

The question we face now is, given the difficulties inherent in creating new ecovillages and recognising that no more than a small minority of people are likely to choose to live in those that already exist, what in today’s changed world are ecovillages for?

Are we peripheral anomalies in a society that is increasingly mobilising in the face of the challenges ahead or do we retain some distinctive contribution to offer the greater cause?

Last week, a speaking engagement in Hereford afforded me the opportunity to undertake a tour of sustainable community initiatives in the south-west of England in pursuit of some answers to these questions.

The first and lasting impression was of the sheer range, diversity and vitality of initiatives that are sprouting up and of the new and sometimes unexpected alliances that are pushing them forward. The levels of excitement made me wonder whether someone has perhaps recently slipped something into the south-west’s water supply!

Too many fascinating initiatives to describe in any detail, but here are some of the highlights of my week. The Bulmer Foundation http://www.bulmerfoundation.org.uk/ established by the west country cider firm, is engaged in a coherent and well-put-together programme to promote sustainability in Herefordshire, including local food production, sustainable land management and a first-rate educational programme.

In Totnes, Stroud and far beyond, the Transition Towns movement http://www.transitiontowns.org/ is emerging as a model that is mobilising communities in the design and implementation of strategies for a low carbon future.

The emergence of a UK co-housing network http://www.cohousing.org.uk – I had the good fortune to spend time at the Stroud co-housing project, one of the movement’s UK pioneers.

The wonderful Thistledown environmental education centre near Stroud that combines beautiful sculpture with nature walks and educational materials on traditional, local farming practices http://www.thistledown.org.uk/

The Association of Sustainability Practitioners http://www.asp-online.org/ representing a hub for clusters of wide-ranging sustainability initiatives in Bristol and beyond.

Perhaps most surprising and inspiring of all was a presentation at the Bristol Schumacher Lectures by Nicky Gavron, Deputy Mayor of London, describing the astonishing range of carbon-cutting achievements already recorded in the capital and the scale of ambition for the future, including a commitment to reduce emissions to 40 per cent of current levels by 2025.

Answers to my questions are still in gestation, but I do return inspired and confident that places like Findhorn still have much to offer.

At present, I see our distinctiveness residing in three broad areas. First, to a society that still tends to look first and most easily to technological solutions to the challenges we face, ecovillages assert the primary importance of strong communities and relationships (both among humans and between humans and the natural world).

Second, ecovillages represent the apogee of citizens taking power into their own hands. There exists a can-do mentality that is likely to be important as we move into uncharted waters ahead where the state may be less able to provide for our needs.

Finally, places like Findhorn are simply incomparable as classrooms. Within these living microcosms of sustainability, with their closed loops and happy synergies, students simply ‘get it’ in a way I have never experienced before.

The interdependent nature, both of our challenges and of the role of ecological design principles in helping us transcend them become clear, tangible and exciting.

It is as centres of inspiration and education, and also perhaps as occasional refuges, that our gift resides.

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.
Photo: ASA
Show Hide image

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