Bottom line: Safety and security.

What’s Important

Magic or unseen forces; Ancestral ways; customs; rituals and rites of passage to connect with natural world; omens; council of elders; lineage; shamans and witches

Aspects May Be Found In...

Storytelling based in animism, magic, or some tribal traditions; belief in voodoo-like curses, good-luck charms, family rituals, ancient grudges, superstitions; gangs, athletic teams.
Eco-Self: Earth Goddess groups; nature worship; Wicca; cultural appropriation of indigenous views. Storytelling about caring for land and animals based in animism, magic, or some tribal traditions; naïve appropriation of indigenous views and practices about nature.

Best Sources ofCommunication

Counsel from revered elders, chieftain, or shaman; from within the family/tribe/clan; through spirit/Natural realm signals; the word and ways of ancestors


Best-Fit Approach (Hot Buttons)

Refer to traditional rituals, ceremonies, icons; reference mystical elements, superstitions, magic; appeal to extended family, harmony, and safety; honor blood bonds, the folk, the group, taboos; rely little on written language and facts; use storytelling, emotions, drama, songs, dances, imaginative 2D images

Demotivators (Cold Buttons)

Disrespect chief, tribe, elders, ancestors; desecrate sacred grounds; violate taboos or ritual ways; introduce
ambiguity; threaten family

Image

A major component of the Eco-Guardian worldview is its magical and animistic belief system. Young children often hold this worldview. A similar form of it also makes up part of the complex constellation of beliefs of many indigenous groups, as well as some aspects of the New Age Movement. Therefore, images that anthropomorphize animals, plants, elements, and natural forces—or show them as imbued with sentient consciousness—are often used to communicate sustainability messages to this worldview. Such an image is that of Yemaya, the Yoruba Mother of the Sea. An example of her use for a sustainability initiative occurs each New Year’s Day in Rio de Janeiro when the city launches “Operação Iemanjá” (Operation Yemaya) and mobilizes 3000 workers to clean up the beaches after the previous night of revelry.

Reference: Barrett Brown