Why don't more attempts at persuasion take the form "care less about ABC", rather than the popular "care more about XYZ"?
People, in general, can only do so much caring. We can only spend so many resources and so much effort and brainpower on the things we value.
For instance: Avery spends 40 hours a week working at a homeless shelter, and a substantial amount of their free time researching issues and lobbying for better policy for the homeless. Avery learns about existential risk and decides that it's much more important than homelessness, say 100 times more, and is able to pivot their career into working on existential risk instead.
But nobody expects Avery to work 100 times harder on existential risk, or feel 100 times more strongly about it. That's ridiculous. There literally isn't enough time in the day, and thinking like that is a good way to burn out like a meteor in orbit.
Avery also doesn't stop caring about homelessness - not at all. But as a result of caring so much more about existential risk, they do have to care less about homelessness (in any meaningful or practical sense) as a result.
And this is totally normal. It would be kind of nice if we could put a meaningful amount of energy in proportion to everything we care about, but we only have so much emotional and physical energy and time, and caring about different things over time is a natural part of learning and life.
When we talk about what we should care about, where we should focus more of our time and energy, we really only have one kludgey tool to do so: "care more". Society, people, and companies are constantly telling you to "care more" about certain things. Your brain will take some of these, and through a complicated process, reallocate your priorities such that each gets an amount of attention that fits into your actual stores of time and emotional and physical energy.
But since what we value and how much is often considered, literally, the most important thing on this dismal earth, I want more nuance and more accuracy in this process. Introducing "consider caring less" into the conversation does this. It describes an important mental action and lets you describe what you want more accurately. Caring less already happens in people's beliefs, it affects the world, so let's talk about it.
On top of that, the constant chorus of "care more" is also exhausting. It creates a societal backdrop of guilt and anxiety. And some of this is good - the world is filled with problems and it's important to care about fixing them. But you can't actually do everything, and establishing the mental affordance to care less about something without disregarding it entirely or feeling like an awful human is better for the ability to prioritize things in accordance with your values.
I've been talking loosely about cause areas, but this applies everywhere. A friend describes how in work meetings, the only conversational attitude ever used is this is so important, we need to work hard on that, this part is crucial, let's put more effort here. Are these employees going to work three times harder because you gave them more things to focus on, and didn't tell them to focus on anything else less? No.
It also implies a style of thinking we're less used to than "finding reasons people should care", but it's one that can be done and it reflects actual mental processes that already exist.
Why don't we see this more?
(Or "why couldn't we care less"?)
- It's more incongruous with brains
Brains can create connections easily, but unlike computers, can't erase them. You can learn a fact by practicing it on notecards or by phone reminders, but can't un-learn a fact except by disuse. "Care less" is requesting an action from you that's harder to implement than "care more".
- It's not obvious how to care less about something
This might be a cultural thing, though. Ways to care less about something include: mindfulness, devoting fewer resources towards a thing, allowing yourself to put more time into your other interests, and reconsidering when you're taking an action based on the thing and deciding if you want to do something else.
- It sounds preachy
I suspect people feel that if you assert "care more about this", you're just sharing your point of view, and information that might be useful, and working in good faith. But if you say "care less about that", it feels like you know their values and their point of view, and you're declaring that you understand their priorities better than them and that their priorities are wrong.
Actually, I think either "care more" or "care less" can have both of those nuances. At its best, "maybe care less" is a helpful and friendly suggestion made in your best interests. There are plenty of times I could use advice along the lines of "care less".
At its worst, "care more" means "I know your values better than you, I know you're not taking them seriously, and I'm so sure I'm right that I feel entitled to take up your valuable time explaining why."
- It invokes defensiveness
If you treat the things you care about as cherished parts of your identity, you may react badly to people telling you to care less about them. If so, "care less about something you already care about" has a negative emotional effect compared to "care more about something you don't already care about".
(On the other hand, being told you don't have to worry about something can be a relief. It might depend on if you see the thought in question as a treasured gift or as a burden. I'm not sure.)
- It's less memetically fit
"Care more about X" sounds more exciting and engaging than "care less about Y", so people are more likely to remember and spread it.
- It's dangerous
Maybe? Maybe by telling people to "care less" you'll remove their motivations and drive them into an unrelenting apathy. But if you stop caring about something major, you can care more about other things.
Also, if this happens and harms people, it already happens when you tell people to "care more" and thus radically change their feelings and values. Unfortunately, a process exists by which other people can insert potentially-hostile memes into your brain without permission, and it's called communication. "Care less" doesn't seem obviously more risky than the reverse.
- We already do (sometimes)
Buddhism has a lot to say on relinquishing attachment and desires.
Self-help-type things often say "don't worry about what other people think of you" or "peer pressure isn't worth your attention", although they rarely come with strategies.
Criticism implicitly says "care less about X", though this is rarely explicitly turned into suggestions for the reader.
Effective Altruism is an example of this when it criticizes ineffective cause areas or charities. This image implicitly says "...So maybe care more about animals on farms and less about pets," which seems like a correct message for them to be sending.
Image from Animal Charity Evaluators.
Anyway, maybe "care less" messaging doesn't work well for some reason, but existing messaging is homogeneous in this way and I'd love to see people at least try for some variation.
Image from the 2016 Bay Area Secular Solstice. During an intermission, sticky notes and markers were passed around, and we were given the prompt: "If someone you knew and loved was suffering in a really bad situation, and was on the verge of giving up, what would you tell them?" Most of them were beautiful messages of encouragement and hope and support, but this was my favorite.
Crossposted to my personal blog.