The newly elected Government of Sri Lanka has introduced the “Clean Sri Lanka” project, which “Aims to address a cleaner physical environment and a nationwide moral commitment to enhance ethical principles. The enhancement of the pillars of sustainability—Economic, Environmental, Social, and Governance (EESG)—have been identified as the framework to address the overarching objectives of this strategic plan, with specific stakeholder goals, actions, timelines, and outcomes.” On Facebook and other social media, video clips range from cleaning projects at buses, lakes, buildings, and public property being cleaned with great eagerness. The project has immense potential including reaping economic benefits such as creating green jobs, boosting tourism, and reducing public healthcare costs associated with pollution. In addition, the project will drive towards political stability. Further, the project aims at a joint mission that holistically spells out simpler steps with benefits for the environment as well. While the concept seems novel, it has always existed. However, presenting it as an isolated concept highlights the need for drive and unity. Thus, the Government’s effort to enhance these pillars is crucial to the nation’s prosperity. On the other hand, it is also essential to focus on individual responsibilities and interests.
Interest in the individual mind
What is imperative to understand is that to reap the full benefit of this concept, one must view it as more than just a “Government initiative” by narrowing down to the thought process. To do this, there are two avenues to investigate; one is to look at it from a depoliticised angle and perceive it as a State-led priority and the other is to harvest individual interest within. To do both these, it is essential to have a change in attitude, which will eventually lead to behavioural changes as well as cater to individual interests. The article will delve into how all these pillars can be accomplished with a simple step: “Interest” in the individual mind. It highlights the necessity of individual interest in addition to collective efforts to make the initiative successful to reap the best benefits. To put it simply, for a project to have sustainable implications it is crucial to be more than a Government initiative—it is essential to have a drive for unity and a need for collective consciousness in any action. Putting the concept into writing has made it more authoritative, and the nationwide popularity, cleaning campaigns, Government actions and private-sector collaborations have made it realistic.
Always been there
The necessity of changing attitudes is also not a novel phenomenon; it has been evident in concerns related to sustainable development initiatives. As per Qudsia Kalsoom in 2018, “Attitude change towards Sustainable Development (SD) may be defined as a change in one’s feelings towards issues related to the environment, society, or economy. It is about developing a concern and feeling for the planet Earth and life on it (humans and other living creatures). In other words, a change in attitude towards SD refers to feeling bad for environmental destruction, climate change, oppression, and socio-economic injustice. It also involves a strong feeling of undertaking pro-sustainability actions at individual or collective levels.
Psychological perspectives
The Clean Sri Lanka project, like many other governmental projects, can be viewed from a psychological perspective. For example, according to the Psychology of Recycling (2014), cognitive dissonance occurs when there is a conflict between one’s actions and beliefs, causing discomfort. In the context of recycling, this theory suggests that if someone believes recycling is important but does not act on it, they will experience dissonance. To resolve this, they either change their actions to align with their beliefs (i.e. start recycling) or minimise the importance of recycling. People strive for consistency between what they believe and what they do. So, to put it simply, the behaviour change can reduce plastic consumption, while the change in attitude will be justification. Clean Sri Lanka concepts can also be looked in the same lens.
Initiatives and way forward
Government efforts in island-wide campaigns, ministerial directions, as well as private-sector involvement, are praiseworthy. The digital influence seems to be at its peak since it is not only newsrooms which provide news on Clean Sri Lanka but video clips on cleaning, and sustainable practices emphasising the baby steps promoting awareness and propaganda. These steps provide a ripple effect of perception change. However, at the same time, it is crucial to address psychological barriers associated with a lack of interest in engaging in projects, lack of sufficient funding, resistance, criticisms, non-conformity and denials.
To overcome apathy, it is imperative to convince people how important their baby steps are even if the steps go unnoticed. The reason is that human actions are directed through the thought process, therefore with the right attitude and perception, it is easy to achieve goals. That perception is a heavy weapon, some countries even utilise “perception” as a strategy in war to defeat enemies and achieve militaristic and other goals. When narrowing down to the Clean Sri Lanka concept, the project should also be viewed as a prudent strategy for the betterment of the country rather than a political lens.
Furthermore, it is crucial to identify and promote influential individuals and community leaders who can serve as role models for sustainable living, putting more effort into seeing the project as more than just a Government initiative. The initiative should be depicted as a sustainable step with a long-term vision, not just a one-time Government effort, but a continuous endeavour that thrives. To do that, it is essential to have continuous improvement by engaging in ongoing evaluation and adaptation of the project based on feedback from stakeholders and evolving circumstances. Furthermore, it is essential to foster intergenerational learning by involving young people in the “Clean Sri Lanka” movement and empowering them to become future environmental guardians. In addition, it is essential to have measurable milestones such as clear indicators to measure the initiative’s success.
In conclusion, the “Clean Sri Lanka” initiative holds the potential to drive change through a collective commitment to sustainability. However, its success hinges not only on Government policies but also on a fundamental shift in individual attitudes and behaviours. By addressing psychological barriers and fostering unity, Sri Lanka can move towards a sustainable future. This initiative should be seen not just as a Government-led project, but as a national priority, where every citizen plays a role in safeguarding the environment and promoting a prosperous future for generations to come.
Charani L.C.M. Patabendige is a Research Assistant and an Acting Research Analyst at the Institute of National Security Studies (INSS), the premier think-tank on National Security established under the Ministry of Defence. The opinion expressed is her own and not necessarily reflective of the institute or the Ministry of Defence.