The Mind of Sustainability: A Mind Genomics Cartography

The Mind of Sustainability: A Mind Genomics Cartography

Dalma Radványi (Centre for Agricultural Research, Hungary), Attila Gere (Szent István University, Hungary) and Howard R. Moskowitz (Mind Genomics Associates, Inc., White Plains, USA & MindCart.AI, Toronto, Canada)
Copyright: © 2020 |Pages: 22
DOI: 10.4018/IJRDIS.2020010102
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The authors introduce the science of Mind Genomics to explore what specific messages drive a person to say they will be interested in sustainability and motivated to do something. The messages are the nature of the message and the venue where the message is received. The experiment mixed messages/elements into small vignettes, presented the vignettes to respondents, and obtained ratings. These ratings were then deconstructed into the contribution of the individual elements to motivate respondents, as well as the degree to which the individual elements engage respondents. The results reveal specific messages that drive interest and motivation, respectively, and uncover two mind-sets, those swayed by feelings versus those swayed by facts. They introduce the personal viewpoint identifier (PVI) to identify these mind-sets and what to say to them.
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As the 21st century proceeds, year by year, the social consciousness of the world is being prodded to take actions so that we can continue to live on this planet with more people, and with possibly limited resources. The concept of ‘sustainability’, the ability to live within our means as a world, is becoming increasingly heard in the press and in conversation.

Wikipedia offers the following explication of this notion of Sustainability, proceeding afterwards with a long, exceptionally detailed, well-documented article on the different aspects of sustainability.

Sustainability is the ability to exist constantly. In the 21st century, refers generally to the ability to exist of the biosphere and human civilization. Defined also as the process of people maintaining change in a balanced environment, in which the exploitation of resources, the direction of investments, the orientation of technological development and institutional change are all in harmony and enhance both current and future potential to meet human needs and aspirations.[ Retrieved 2 May 2018

A Google® search of the word ‘sustainability’ through the years, starting with the early 1980’s, reveals the dramatic increase in the number of hits in Google Scholar®. the pattern of hits on a year by year basis (Table 1).

Table 1.
Number of ‘hits’ in Google Scholar® for the word ‘sustainability’
Number of citations
Google Scholar®
Google® 2019 – 899 million

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