People seem to like raising awareness a lot. One might suspect too much, assuming the purpose is to efficiently solve whatever problem the awareness is being raised about. It’s hard to tell whether it is too much by working out how much is the right amount then checking if it matches what people do. But a feasible heuristic approach is to consider factors that might bias people one way or the other, relative to what is optimal.
Christian Lander at Stuff White People Like suggests some reasons raising awareness should be an inefficiently popular solution to other people’s problems:
This belief [that raising awareness will solve everything] allows them to feel that sweet self-satisfaction without actually having to solve anything or face any difficult challenges…
What makes this even more appealing for white people is that you can raise “awareness” through expensive dinners, parties, marathons, selling t-shirts, fashion shows, concerts, eating at restaurants and bracelets. In other words, white people just have to keep doing stuff they like, EXCEPT now they can feel better about making a difference…
So to summarize – you get all the benefits of helping (self satisfaction, telling other people) but no need for difficult decisions or the ensuing criticism (how do you criticize awareness?)…
He seems to suspect that people are not trying to solve problems, but I shan’t argue about that here. At least some people think that they are trying to effectively campaign; this post is concerned with biases they might face. Christian may or may not demonstrate a bias for these people. All things equal, it is better to solve problems in easy, fun, safe ways. However if it is easier to overestimate the effectiveness of easy, fun, safe things, we probably raise awareness too much. I suspect this is true. I will add three more reasons to expect awareness to be over-raised.
First, people tend to identify with their moral concerns. People identify with moral concerns much more than they do with their personal, practical concerns for instance. Those who think the environment is being removed too fast are proudly environmentalists while those who think the bushes on their property are withering too fast do not bother to advertise themselves with any particular term, even if they spend much more time trying to correct the problem. It’s not part of their identity.
People like others to know about their identities. And raising awareness is perfect for this. Continually incorporating one’s concern about foreign forestry practices into conversations can be awkward, effortful and embarrassing. Raising awareness displays your identity even more prominently, while making this an unintended side effect of costly altruism for the cause rather than purposeful self advertisement.
That raising awareness is driven in part by desire to identify is evidenced by the fact that while ‘preaching to the converted’ is the epitome of verbal uselessness, it is still a favorite activity for those raising awareness, for instance at rallies, dinners and lectures. Wanting to raise awareness to people who are already well aware suggests that the information you hope to transmit is not about the worthiness of the cause. What else new could you be showing them? An obvious answer is that they learn who else is with the cause. Which is some information about the worthiness of the cause, but has other reasons for being presented. Robin Hanson has pointed out that breast cancer awareness campaign strategy relies on everyone already knowing about not just breast cancer but about the campaign. He similarly concluded that the aim is probably to show a political affiliation.
Image via Wikipedia
In many cases of identifying with a group to oppose some foe, it is useful for the group if you often declare your identity proudly and commit yourself to the group. If we are too keen to raise awareness about our identites, perhaps we are just used to those cases, and treat breast cancer like any other enemy who might be scared off by assembling a large and loyal army who don’t like it. I don’t know. But for whatever reason, I think our enthusiasm for increased awareness of everything is given a strong push by our enthusiasm for visible identifying with moral causes.
Secondly and relatedly, moral issues arouse a person’s drive to determine who is good and who is bad, and to blame the bad ones. This urge to judge and blame should for instance increase the salience of everyone around you eating meat if you are a vegetarian. This is at the expense of giving attention to any of the larger scale features of the world which contribute to how much meat people eat and how good or bad this is for animals. Rather than finding a particularly good way to solve the problem of too many animals suffering, you could easily be sidetracked by fact that your friends are being evil. Raising awareness seems like a pretty good solution if the glaring problem is that everyone around you is committing horrible sins, perhaps inadvertently.
Lastly, raising awareness is specifically designed to be visible, so it is intrinsically especially likely to spread among creatures who copy one another. If I am concerned about climate change, possible actions that will come to mind will be those I have seen others do. I have seen in great detail how people march in the streets or have stalls or stickers or tell their friends. I have little idea how people develop more efficient technologies or orchestrate less publicly visible political influence, or even how they change the insulation in their houses. This doesn’t necessarily mean that there is too much awareness raising; it is less effort to do things you already know how to do, so it is better to do them, all things equal. However too much awareness raising will happen if we don’t account for there being a big selection effect other than effectiveness in which solutions we will know about, and expend a bit more effort finding much more effective solutions accordingly.
So there are my reasons to expect too much awareness is raised. It’s easy and fun, it lets you advertise your identity, it’s the obvious thing to do when you are struck by the badness of those around you, and it is the obvious thing to do full stop. Are there any opposing reasons people would tend to be biased against raising awareness? If not, perhaps I should reconsider stopping telling you about this problem and finding a more effective way to lower awareness instead.