Traditional environmental management (EM 1.0) is based on the very simple concept of identifying sources of pollution and minimizing them. The question why nature acts the way it acts is central to this approach. The aim of this natural science approach is to improve our understanding of the sustainability of our environmental impacts. The key communication strategy of this approach is education. It is based on the desire to approach environmental management in an objective manner. EM 1.0 manages impacts. EM 1.0 shies away from emotions, arguing that they are not scientific and too subjective to manage.