{
    "success": true,
    "data": {
        "id": 1671369,
        "msgid": "inviting-not-demanding-its-time-to-ground-sustainability-1775901047",
        "date": "2026-04-11 15:54:09",
        "title": "Inviting, Not Demanding: It's Time to Ground Sustainability",
        "author": "Satria K Yudha",
        "source": "REPUBLIKA",
        "tags": "",
        "topic": "Regulation",
        "summary": "In an era dominated by complex ESG standards and net-zero frameworks, sustainability risks becoming an elitist, technocratic domain that alienates individuals rather than engaging them, potentially leading to cognitive fatigue and psychological distance. The article advocates for a persuasive eco-efficiency movement, aligned with Stakeholder Theory, which invites rational, contextual participation without burdensome demands, fostering shared responsibility across all stakeholders. Looking ahead, adapting to younger generations' preferences for autonomy and meaning, as per Self-Determination Theory, is crucial to ensure sustainability remains relevant and actionable in everyday life.",
        "content": "<p>Today\u2019s discourse on sustainability is increasingly dense with\nstandards, metrics, and complex frameworks. ESG, net zero, and various\nglobal reporting guidelines are produced and reproduced as prerequisites\nfor progress. However, behind this intensification, a question rarely\nasked honestly arises: does this approach truly broaden engagement, or\ndoes it narrow it? The prevailing tendency indicates something that\nneeds to be wary of. Sustainability is increasingly constructed as a\ntechnocratic domain, understood by a select few, implemented by\ninstitutions, and measured through instruments not always close to\neveryday life. In such conditions, individuals are no longer positioned\nas active parts of change, but rather as parties expected to follow a\npredetermined direction. At this point, an overly heavy approach has the\npotential to become counterproductive. Instead of encouraging\nparticipation, it can give rise to cognitive fatigue and psychological\ndistance. Sustainability then appears as something \u201cright\u201d, but not\nalways \u201caccessible\u201d. Therefore, a correction is needed in the way we\ninvite. One approach worth considering is the eco-efficiency persuasive\nmovement, a way to build engagement through rational, contextual\ninvitations that are not burdensome. This approach does not prioritise\ndemands, but rather shows that environmentally more efficient actions\nare also aligned with individuals\u2019 practical interests. This approach is\nalso in line with the perspective in Stakeholder Theory popularised by\nFreeman (1984), which positions sustainability as a shared\nresponsibility of all stakeholders, not just institutions or\ncorporations, but also individuals as active parts of the system. In\nthis framework, sustainability does not stop at the policy level, but\nneeds to be lived in everyday practices by those involved in it.\nFurther, in the next 5\u201310 years, the social and economic landscape will\nbe increasingly influenced by generations with different preferences in\nresponding to public issues. These generations tend not to respond to\napproaches based solely on pressure or obligation. On the contrary, they\nare more motivated when they have space to choose, feel capable of\ncarrying out the actions, and see the connection between personal\nchoices and broader meaning, as clearly depicted in the\nSelf-Determination Theory developed by Deci and Ryan (1985). Without an\napproach that understands these dimensions, sustainability risks losing\nits relevance in the eyes of the generations that will dominate the\nfuture direction. This is where it is important to present\nsustainability in a form that is more livable. Efficiency is not only a\ntechnical strategy, but also an engagement strategy.<\/p>",
        "url": "https:\/\/jawawa.id\/newsitem\/inviting-not-demanding-its-time-to-ground-sustainability-1775901047",
        "image": ""
    },
    "sponsor": "Okusi Associates",
    "sponsor_url": "https:\/\/okusiassociates.com"
}