From Structure to Story: Influencing Sustainability Fence Sitters

TY Lee
Apr 25
3 min read

Earth Day 2026 at the Singapore Sustainability Academy

On Earth Day 2026, the Singapore Sustainability Academy became a forum of voices for advocates, storytellers, and changemakers united by one purpose: to speak for the Earth. In a room filled with sustainability professionals and thought leaders, participants explored how strategic storytelling transforms advocacy into influence. The conversations went beyond technique, touching on the ethics of communication, the courage to speak truth to power, and the responsibility of shaping narratives that drive systemic change.

Led by Jeff Tan, Sustainability Storyteller and Toastmaster, the masterclass reminded us that every sustainability professional is also a communicator, and every communicator holds the power to shift mindsets and mobilize action. In true Earth Day spirit, attendees practiced what they preached: reusable bottles, digital connections, and shared commitments to sustainable habits that extend beyond the event.

Why Fence Sitters Matter

Most sustainability advocates share the same frustration: their messages often resonate only with those already convinced. Fence sitters — the majority who acknowledge sustainability’s importance but hesitate to act, remain unmoved by urgency alone.

Globally, 71% of consumers say sustainability matters, but only 54% act on it. In Singapore, the gap is even wider: 70% say it matters, but only 30% take action.

Influencing fence sitters requires a different approach.

The Toastmasters guide, How to Influence Sustainability Fence Sitters, offers neuroscience-backed strategies to reach this critical audience.

Six Principles of Influence

Become the Fence Sitter – Step into their world, understand their worries, and build messages around their reality.
Feelings Before Facts – Lead with emotion; logic follows only after an emotional connection is made.
More Hope, Less Fear – Fear grabs attention but rarely drives action. Hope inspires movement.
Give Control, Choice – Empower fence sitters with freedom to choose, rather than guilt-driven directives.
Evoke Curiosity – Spark interest with relatable hooks that invite exploration.
One Action – Ask for one clear, simple step. Too many options paralyze decision-making.

Applying the Principles

At the Earth Day masterclass, these principles came alive:

Conversations: Instead of dire predictions, participants discussed Singapore’s $100 billion project to protect against rising sea levels, planting seeds of awareness without overwhelming.
Social Media & Blogs: Attendees learned to open with relatable problems from everyday life, saving data for later.
Websites & Whitepapers: The emphasis shifted from mission statements and alarming statistics to naming specific problems fence sitters recognize, paired with one clear next step.

Resources for Changemakers

The Toastmasters guide recommends essential readings:

The Influential Mind by Tali Sharot
Thinking, Fast and Slow by Daniel Kahneman
Buyology by Martin Lindstrom

It also highlights powerful talks, including Terry Wu’s Neuromarketing: The New Science of Consumer Decisions and Rory Sutherland’s Life Lessons from an Ad Man.

Airgorithm’s Commitment

At Airgorithm, we believe sustainability is not just a discipline but a dialogue. By integrating authentic storytelling with actionable science, we aim to bridge the gap between awareness and action. Our role is to amplify voices, align narratives, and provide resources that empower professionals to influence fence sitters effectively.

Call to Action

Download the full Toastmasters guide, How to Influence Sustainability Fence Sitters, hosted here on Airgorithm. Reflect on one sustainable choice you can make this week and share it with your network. Small steps, multiplied across communities, become systemic change.

Sustainability isn’t just about legacy. It’s about influence, dialogue, and the courage to act.