As a sustainability communicator, I'm glad I read this book at last. It came highly recommended from my friend and our company's sustainability director. Even though I read the first edition (published several years ago), the concepts are ever fresh.
Alan AtKisson is a true optimist at heart. He reminds us about the Greek myth about Cassandra, who was blessed with the gift of prophecy but cursed because no one would believe the truth she had to share. Can you imagine how that would feel?
And that is the essence of how we need to communicate about the perils facing our planet. When we preach doom and gloom, it's easy for people to turn us off and believe that nothing they can do can possibly help (I often find myself feeling the same way!).
AtKisson has been working in sustainability since 1988 and in 2013 he was inducted into the Sustainability Hall of Fame. Believing Cassandra was his first book, in which he shares how he got into the field along with personal stories of his life's journey, interspersed with data and anecdotes about what people are doing around the world to combat climate change.
His aim is to give hope, and for all of us to find a way to be optimistic about the challenges facing our world. He urges us to break Cassandra's curse by giving people a reason to hope instead of letting the doomsayers take over the messaging. Because if that happens, no one will listen.
This book has already helped me transform my thinking about how to communicate about sustainability, especially to those people who are unconvinced of the need to turn the tide.