Why join a Sustainable Neighbourhood Group? An examination of the motives of group members in Lake Macquarie

Globally, the risks posed by climate change have led to a rise in community-based sustainability initiatives. In Australia, similarly, concerns about rising sea levels and global warming have led to an upswing in community-based sustainability initiatives, and these are often instigated by councils as they are the local government authorities (LGAs) closest to the people likely to experience the impacts of climate change. An example of this is Lake Macquarie Council City Council (LMCC) in New South Wales, which established the Sustainable Neighbourhood Program to assist the Lake Macquarie community to decide how they can contribute to sustainability as individuals and as a group (Lake Macquarie Council, N.D.). Yet, in late 2020, little was known about what motivated people to join a Sustainable Neighbourhood Groups (SNG) in this region.

Using an online survey and focus groups, and underpinned by Positioning Theory analysis, this research project explored people’s motives for joining an SNG in Lake Macquarie. In gaining an understanding of people’s motivations, the research aim was to provide strategic communication advice for LMCC to better attract and retain volunteers for the program.

The study found that while people viewed membership as providing various social opportunities, ultimately members were motivated by their care for the environment. This was articulated as having the ‘right’ to advocate and educate the community about the environment and sustainability issues, with SNG’s having a duty to initiate various sustainability activities. In this way, SNG membership empowered people to take actions that they otherwise might not have taken. The research findings are therefore useful for other LGA’s seeking to establish community-based sustainability programs, as well as any organisation seeking greater volunteer engagement around environmental sustainability issues.

The research was sponsored by a Lake Macquarie Environmental Research Grant. Lake Macquarie City Council and various sponsors fund the Lake Macquarie Environmental Research Grants Scheme. The 2019/2020 sponsors were Hunter Water Corporation, Delta Electricity and Origin Energy. The total funding for this project was $AU 7468.68.