Towards mobilizing educators as environmental ambassadors: a design research approach to inspire teachers to advocate sustainable futures

Abstract

Purpose This paper aims to articulates how educators are ideal candidates to become “brand ambassadors”, triggering dormant qualities to influence behavioral change. The study aims at advocating a call for environmental futures by mobilizing pedagogues for changemaking. The research purpose was to deduce insights of real-life experiences when dealing with social influencers. Design/methodology/approach A design research approach was adopted. A sample of educators and students representing two universities of applied sciences was selected for qualitative. An experimental participatory experience was facilitated and observed. Findings This paper provides empirical insights. Design research findings include a persona profile, and an experimental prototype, designed to activate findings for real world impact. The outcome is for impact in the real world. Research limitations/implications The research was conducted locally at a Dutch university of applied sciences, on behalf of a Norwegian commissioner. Therefore, cultural contextual conditions were factored. Practical implications An applicable advice is sketched, tested and shared with non governmental organization’s, institutions or stakeholders who aspire to mobilize and activate educators, turning them into ambassadors for their cause. Social implications This paper aims at contributing and taking a position within the current tensions in academia and in the educational sector, in the light of the2012 San Francisco Declaration of Research Assessment declaration and of the urgency of enabling educators to partake to climate change activism. Originality/value Besides the engaged topic, this paper is uniquely based on a highly experiential, design thinking approach, which was co-created and facilitated in an experimental setting.