Rebel sheep

Hey ,

I was walking around Siblyback Lake on a grey day recently.

The sun was low in the sky and the cafe had closed, so most people had gone home for the day.

I was enjoying the moody colours and the sound of the wind-whipped water lapping on the shore, when I looked up and spotted a field filled with sheep.

All but one of them were strolling towards the top left-hand side of their space – a herd in unison.

Then one peeled off and started ambling, and then trotting, towards the top right-hand side.

'Oh no, little sheep, you're going to get separated from the herd, go back, go back' I silently willed her.

And then something beautiful happened.

One by one, the whole herd of sheep, looked up, spotted this little rebel, and started following her instead.

Soon they were all huddled up in the top right of the field.

Us humans tend to use "sheep" as an insult, but sometimes we're not that different.

Behavioural science shows that making the eco-friendly choice the default means more people will choose it, whereas when you ask people to make an active decision to be sustainable, fewer will.

It's frightening how many decisions we make completely unconsciously, with our brains undertaking no more reasoning than "everyone else is."

But it makes perfect sense because we are wired for connection.

In Daring Greatly, Brené Brown says: “Connection is why we're here. We are hardwired to connect with others, it's what gives purpose and meaning to our lives, and without it, there is suffering.”

So of course we tend towards conformity.

And that's why every single time you make an active choice to do something different, to choose the sustainable option, it takes courage.

But just like that little rebel sheep, it won't be long before everyone else starts following you.

If you want support on that journey, I have two exciting things to share with you.

1. The doors to the Making Design Circular membership are now open, so you don't have to make brave choices alone – you can find your herd!

2. I am also launching 12 short courses covering everything from calculating your carbon footprint to using textiles waste and repair techniques in your work, so you can dip a toe into the Making Design Circular world.

Come and explore a different part of the field with me! ;)

P.S. I have recently segmented my e-newsletter into two lists. If you're a designer, maker, craftsperson (or student of any of those things) or the owner of a small business with making at its heart, you're in the right place. If I've got that wrong, please feel free to unsubscribe from this newsletter and sign up for my less frequent newsletter for brands, event organisers, publishers, editors et al, in which I'll be sharing what I get up to as an author, journalist, podcaster and keynote speaker.