Having formal training in sustainability can be strange sometimes. I say what my job is, the person to whom I am speaking thinks I am just trying to ban plastic straws, and I struggle to go forward from there. For many people, the primary way that they engage with ‘sustainability’ as they conceive of it is through online trends, the ever-enraging news cycle, and a genuine attempt to remember their reusable grocery bags. Yet for those of us who want to make real impact, going beyond consumer-level information and approach is essential. In this article, I am going to share a few tips on how to engage with sustainability while staying grounded through strong sources, moderated social media and content engagement, a healthy approach to controversy, and an invigorating connection to impact.

I was lucky enough to attend the University of New Hampshire when they offered a dual major in sustainability. I could spend time reading papers and learning important concepts as part of my actual homework, not an add-on to the end of my day. Even after graduating, I continue to prioritize information from professionals. Through books, articles from trusted sources, and speaking directly to those working in sustainability, I am able to gain a clearer and more researched understanding of sustainability’s major concerns and opportunities. This isn’t to say that I only accept knowledge from those with four degrees and a fancy robe. Many times I am seeking out those with lots of experience or informal knowledge instead of academic standing. In either case, however, I am taking information from someone with some form of authority on the topic.

Social media can be a great way to find new perspectives, become inspired, and connect with others who are interested in making an impact. The key is to engage online in a way that minimizes rage, misinformation, and polarization, and maximizes connection and knowledge sharing. The way that most social media is built naturally tends towards strong emotions, including negative ones. If you notice yourself particularly moved by something online, it is generally a good time to pause, check in with yourself, and check the information you learned against another source that you trust. Human nature means that people are not going to be good at fact-checking themselves, but you can put in an effort to intentionally consume content.

Inevitably you will run into something that is controversial. If you are approaching sustainability for your business, this can be especially nerve-wracking, as you don’t want to lose customers. Keeping in mind the way that content is often given priority online if it drives strong emotion, do research to see if the controversy, whatever it is, is based in reality. If it is, consider what you want to do about it. For a business, the materiality of the topic matters. For example, if there is an issue with human rights in a particular industry’s supply chain and you are in that industry, you should be prepared to engage with that controversy. If it is a small town’s mayoral race in a country that you do not operate in and has no relation to your product, don’t feel that you have to add your voice. On an individual level, similar considerations can be made. Social media makes it easy to take a stance, but that can make it difficult to make a stance meaningful. Don’t run away from controversy, as trying to please everyone will result in failure, but don’t avoid hot topics either. When you take a stand on a topic material to you and on which you have authority, you will be more memorable to consumers.

Keeping this in mind, don’t be afraid to seek out viewpoints that you don’t automatically agree with. I read a lot of nonfiction, and even when I enjoy a book, I don’t necessarily endorse everything that the author says. I have had the experience of reading one book that directly calls out and disagrees with another text that I had read prior. What all of the different viewpoints give me is a chance to imagine the world differently, breaking out of my assumptions and accepted system constraints.

Much of sustainability knowledge is gained through experience. If you want to learn about sustainability, you need to get involved. This can happen at an individual, business, and community level. Joining a city board, starting a compost bin in your kitchen, putting solar panels on your office roof, and other actions can have benefits beyond the immediate environmental impact. You gain valuable experience when you take sustainability action. Going from theory to application isn’t always seamless, but it is what must be done, and the skillset for implementation is incredibly valuable. Furthermore, taking action can keep you motivated and fulfilled. Some days in sustainability work can be draining as the world continues to fail in addressing climate change and biodiversity loss. Seeing real work done may be the thing that allows you to keep going.

I don’t pretend to have all the answers, and there are many days I have to distract myself from thinking about how my decision to bike to the grocery store isn’t really going to change the fact that climate change is happening, but I do believe that developing personal strategies that allow you to stay in the game is a key part of becoming a more active member of the sustainability movement. The immensity of the challenges we face can be both motivating and mind-numbing. It is a challenge for us all to create a way of life that is sustainable for us as individuals, as a society, and as a planet.