Creating Better Frames via Values-Framing
Frames are the proverbial windows we use as thinking devices to interpret and characterise the world we experience — to frame a particular perspective.
Framing is the act of characterising ideas, views, options, approaches, etc., and sometimes re-envisaging them in new ways, whether our own or others.
Values-Framing involves reconsidering the goals, reasons, and options for pursuing sustainability specifically in terms of stakeholders’ and/or decision-makers’ human values within the project context.
Scroll down to read a brief introduction and summary of the seven key actions, or Click the button below for the Practical Guide to Values-Framing.
INSIGHT 2: A Very Brief Introduction to Values-Framing
Frames help us structure and communicate our ideas. For instance, framing sustainability regulations as goals or targets sets them up as the endpoint towards which a project should aim, but no more, using a goal frame. This frame resonates with stakeholders who have conservative and self-enhancing values.
However, framing sustainability regulations as starting points sets them up as the beginning minimum from which a project can increase and go beyond, using a baseline frame. This frame resonates with stakeholders who have progressive and self-transcending values.
But by inverting this process and finding out what stakeholders’ values are first, and then reframing sustainability in terms of those values, or concepts which would relate to or satisfy those values, we take out the guesswork and make sustainability more individually meaningful from the start.
For instance, if a client values saving time and money, then framing any building fabric enhancements like superinsulation or sustainability features like green roofs and wind turbines in terms of long-term cost savings and time-saving in overall maintenance resonates with them because they are framed in values terms and therefore likely to result in supportive decisions which withstand future challenges. More examples can be found in the ‘How to’ Guides.
Thus, frames are critical to establishing the meaning and worthiness of sustainability in each project’s context. Framing, as the act of creating frames, is fundamental for setting the stage for sustainability.
Scroll down to read a summary of the seven key actions.
ACTION: How to Values-Frame: Seven core actions
Values-Framing consists of seven core actions, in order of their use.
Action 1: Establish the values basis of meaning
Elicit and recognise the decision-maker’s values: what is most important, worthwhile, meaningful, significant to them in this context at this time.
Action 2: Determine sustainability’s meaningfulness for the decision-maker
Formulate sustainability options in terms that compatibly connect with, respond to, resonate with, or reflect those values.
Action 3: Frame sustainability more individually meaningfully
Communicate using more values-based language to make sustainability more individually meaningful and therefore more enduring.
Action 4: Ensure accurate interpretations
Reflect-in-action on reactions, responses, outcomes, then recognise shifts or changes in the values and decision-making landscapes that constrain choice-space.
Action 5: Ensure sustainability remains meaningful for the decision-maker
Reframe sustainability options as Action 2 and Action 3 above.
Action 6: Prevent later reductions and/or costly changes
Reflect on reactions/responses/outcomes, then remain vigilant to and address shifts or changes in values and decision landscapes.
Action 7: Address shifts and changes
Remain vigilant for values-based cues and clues through values-framing/reframing, iteration, and reflection.
Building Meaningful Futures 