A few days ago I watched a schoolboy kicking a can down the road. He kicked it a couple of times and then miskicked, sending the can flying into the road, where it landed at the feet of an off-duty city cleaning worker, still in his orange uniform. These guys are fantastic: they put in the hard yards of sweeping the streets, cleaning out ratty drains and fetid canals doing a whole load of other stuff to keep Jakarta clean. This guy – in his uniform – trapped the can with his foot, bent down, picked it up, and looked at the kids with a grin that said “Don’t worry guys, I’ve got this.” Then he leaned back and tossed the can stylishly over his shoulder and straight into the… flowerbed.
This is a man who spends several hours a day sweating to keep Jakarta clean. He works in the dirt and grime, puts up with rats, cockroaches, heat and traffic fumes to clean the city up and to keep it clean. He’s part of the Orange Army transforming Jakarta – but he throws a piece of rubbish that lands at his feet into the flowerbed instead of the bin. Why?
Because that’s his culture. It’s what he saw his parents do, it what his neighbours do, and despite the best efforts of the school curriculum to teach another way, it’s probably what his kids do.
Job descriptions alone won’t solve this problem: you can hire all the street-sweepers you want, but you’ll never have clean streets until a large majority of people put their rubbish in the bin rather than throwing it on the ground. In other words, until keeping the city clean becomes the culture: “people like us, do things like this.”
Changing the culture is harder work than giving some people the job of cleaning up everyone else’s mess. Harder and slower, but in the long run more effective, cheaper and more sustainable. Changing the complex system of culture takes conversations, campaigns, and curriculum changes. It takes leadership: politicians, celebrities and parents who care enough to do what they say. And it does need street sweepers – people can’t see that the streets are dirty until they’ve seen clean ones.
Job descriptions are necessary, but they’re never sufficient.
*See also: Singapore, tree planting and the new normal