By Enock Bii
JULY 10 – We’ve been talking about sustainability all wrong.
From NGO campaigns to government initiatives and corporate ESG reports, the dominant tone has been one of moral appeal: “Do it for the planet.” “Protect future generations.” “Reduce your carbon footprint.” But if we’re being honest, these messages often fall flat.
Because people don’t change their habits based on virtue. They change based on value. They don’t act because it’s right. They act because it’s rewarding.
And that’s the uncomfortable truth sustainability communicators need to embrace: if the message doesn’t appeal to someone’s self-interest, it won’t stick.
In Kenya, where the cost of living is biting and the hustle is real, few people have the luxury of abstract environmental ideals. A youth in Githurai is more concerned with fare prices than fossil fuels. A mother in Bungoma wants to know how to feed her family, not how to offset emissions. The message must meet them where they are: in the urgent needs of the now.
That’s where communication must pivot—from preaching responsibility to selling relevance.
We need to reframe sustainability as something that benefits you, the individual. Not in ten years. Not in theory. But now.
Tell a matatu owner that clean energy reduces fuel costs. Show a landlord that green buildings fetch higher rent. Appeal to the urban youth that walking or cycling isn’t just eco-friendly, it’s trendy, and cheaper. Tell parents that planting trees near their homes lowers temperatures and keeps kids healthier. Make the benefit direct, personal, and immediate.
This isn’t manipulation, it’s smart messaging.
In fact, we’ve already seen this work. Plastic waste collection programs in Kibra thrive not because people want a cleaner Earth, but because recyclers pay per kilo. Families install rainwater tanks not for water conservation, but because it cuts their bills. Businesses go green when the numbers make sense, not because the environment asks nicely.
The motivator isn’t guilt. It’s gain.
For communicators, this requires a mindset shift. Stop assuming people should care. Start showing them why it matters to them. Replace abstract jargon like “sustainable consumption” with everyday examples: how using less charcoal stretches a household budget. Drop the buzzwords and speak in benefits.
Even the platforms we use matter. Long press releases won’t reach youth—but a well-cut TikTok will. Sheng memes, street murals, music videos are not distractions; they are strategic channels. To communicate effectively, we must go where people already are, not where we wish they were.
Corporates and institutions must also drop the halo. Communicate less about impact scores and more about how your green product saves customers time, money, or energy. Consumers want to know: What’s in it for me? If you can answer that, you win both business and behaviour change.
This is especially urgent as we look toward COP30. If we are to rally real, impactful action, we must stop relying on guilt trips and global targets. We need grounded, locally relevant, benefit-driven communication. We need to sell sustainability the same way we sell smartphones or soda, with relevance, clarity, and emotional pull.
Because here’s the thing: sustainability is not a moral contest. It’s a survival strategy. And survival, by nature, is selfish.
So let’s stop pretending that appealing to self-interest is wrong. Let’s use it. Leverage it. Turn it into a force for good.
If selfishness can get people to use clean energy, conserve water, or reduce waste, then let’s talk about benefits, not burdens. Let’s persuade, not preach.
Because in the end, the planet doesn’t care why we change, only that we do.
Mr Enock Bii is the founder and CEO of ClimaVox Consult, a Nairobi-based Pan-African sustainability and strategic communications firm.
Email: ceo@climavox.africa
