ANTHROPY25: Joanna Yarrow - The Importance Of Joy

In this episode of our Anthropy special series, we speak with Joanna Yarrow, who helps run Human Nature Places, a company creating neighbourhoods that make sustainable living easier. Joanna brings a unique perspective shaped by her upbringing in a Sussex woodland with "Good Life" parents who embraced sustainability before it was fashionable. Her journey from homemade clothes and organic sandwiches to working with IKEA on sustainability reveals how she's navigated the tension between sustainable values and modern aspirations. Joanna discusses how sustainability needs to connect to people's everyday lives to truly succeed, focusing particularly on food and transportation as key impact areas. She offers a refreshing take on joy as an important but overlooked sustainability metric.🎯 Key Takeaways1. Making sustainability relatable to everyday lifeSustainability solutions need to connect to people's daily realities and aspirationsStarting with people's needs (saving money, time, health goals) makes sustainability accessibleAt IKEA, sustainability was reframed as "creating a better everyday life with lower climate impact"Most organisations still fail to ground big existential challenges in people's daily experiences2. Food and transportation offer the biggest impact opportunitiesTogether they represent 60-70% of our climate and ecological impactWe don't need high-tech solutions like lab-grown meat or flying carsBetter design of neighbourhoods reduces car dependenceMore plant-based, less wasteful meals make a substantial differenceThese integrate with necessary everyday activities rather than becoming "extra tasks"3. Joy deserves more attention as a sustainability metricSustainability is often framed as difficult, worthy, and problem-focused, which isn't motivatingLiving sustainably should enhance quality of life - health, social connection, agency, place connectionThere's science showing these factors contribute to happiness and healthA "joy matrix" could help accelerate sustainability adoptionPeople are drawn to positive outcomes more than problem-solving4. There's no silver bullet - action is what mattersWhile we discuss theoretical perfect solutions, we're wasting time"Do everything everywhere all at once" is the pragmatic approachFocus on high-impact areas that people interact with frequentlyPrioritise solutions that also provide immediate benefits5. Sustainable placemaking goes beyond efficient buildingsHuman Nature Places uses bio-based building materialsDesigns incorporate active travel (walking, biking) and car sharingCommunity food systems integrate growing spaces and canteensLooking at total lifestyle carbon footprint, not just operational building emissions⚡ Quick Wins & Actionable Steps1. Prioritise food and transportation changes2. Frame sustainability through personal benefits3. Add joy and social connection to sustainability initiatives❓ Got a question?Ask us and we'll try our best to answer it in the [email protected]🔄 Share Your ImpactLet us know how you implemented these actionsSubmit your case studyJoin our...