Julie Hendricks and Colley Hodges present the Principles of Persuasion at the 2017 Greenbuild Expo Kirksey’s own Julie Hendricks, AIA, LEED Fellow, and Colley Hodges, AIA, LEED AP, WELL AP, presented Selling Sustainability: 5 Principles of Persuasion to a packed house at Greenbuild, the world’s largest international conference and expo dedicated to green building. The three-day conference, November 8 - 10, was held in Boston and featured outstanding educational sessions, special seminars, green product exhibitions, and renowned speakers such as President Bill Clinton and scientist Neil Degrasse Tyson.

In today’s political and social climate, an understanding of the science of persuasion is the most important tool for any environmentalist. Julie and Colley’s presentation focused on five principles of persuasion that merge classical theories of rhetoric with astonishing findings in social psychology and neuroscience.

“We’ve found that persuasion is a talent we need in our work almost every day,” said Julie Hendricks. “We were excited to share our research and experience on how to change minds.”

Julie and Colley led participants through a persuasive exercise and shared critical lessons from their own careers at Kirksey as sustainability consultants and green building advocates.

 “There was a lot of buzz around our session,” said Colley Hodges. “I think it’s because everyone sees the importance of communicating effectively on these topics. We really appreciated the chance to share our research with the most important players in the green building movement.”

 A hand-drawn excerpt from Julie and Colley's presentation: