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Moving Past Green Guilt - Rethinking Engagement, with Green Jujitsu Creator Gareth Kane

Episode 39

In this episode of Straight Talking Sustainability, Emma sits down with Gareth Kane, sustainability author and creator of the “Green Jujitsu” engagement model, for a wide-ranging conversation that challenges long-held assumptions about how we drive environmental action inside organizations.

From the pitfalls of PowerPoint preaching to the psychology behind real behaviour change, Gareth shares decades of insight into what actually works when trying to get colleagues, clients, and even sceptics on board.

Rather than pushing harder, Green Jujitsu is about aligning with what motivates your audience, even if it means stepping far outside your own communication comfort zone.

Emma and Gareth cover a lot of ground in this rich, fast-paced interview, including:

Why the classic "green team" model often fails
The growing influence of psychology in climate work
Why data doesn’t always persuade, and what to use instead
How internal blockers aren’t always villains; sometimes, they’re mirrors

This episode is a must-listen for anyone trying to spark sustainable change in complex environments, especially those feeling stuck, burned out, or unheard. As Gareth reminds us: it’s not about what you know, it’s about what they believe.

Highlights:

01:46 — What is Green Jujitsu?

06:33 — Stop selling sustainability like a moral crusade

13:18 — Why PowerPoint doesn't work (and what does)

20:04 — The silent art of listening and waiting

27:51 — Engagement is shifting: from compliance to emotion

35:10 — Employee motivation is now a sustainability driver

39:08 — The ultimate takeaway: humility over expertise

Connect with Gareth:

Gareth Kane | LinkedIn

Books by Gareth

Sustainability Resources - Terra Infirma