Page 155 - Sustainability Communication Interdisciplinary Perspectives and Theoritical Foundations

138 M. Adomßent and U. Stoltenberg

wanting to use older varieties of seed and resisting the planting of genetically
modified seeds (FAO 1996). The linking of biodiversity with taste, cultural heritage,
aesthetics and the efforts to preserve the creators of biodiversity, even on a small
scale, is a concept of sustainability that can unite consumers, producers, the catering
industry and educational institutions (Pokorny 2009). An example of such an alli-
ance is Terra Madre, a global network of farmers, cooks and universities and research
institutes (www.terramadre.org).
A more fundamental argument involves understanding biodiversity as a ‘source of
1
knowledge and information’ to be used creatively and productively. Bionics is a new
branch of knowledge and industry together with bio-architecture can make a contri-
bution to sustainable development and can give new cultural impulses as well as
awaken more interest in the conservation of biodiversity. However there is a danger
that companies will make use of this knowledge from nature without pursuing a
complex sustainability strategy and cultural diversity. Sustainability communication
is then challenged to expose such economic and political structures and contribute to
an understanding of how they affect ecosystems and the quality of human life.

References

BMU (Federal Ministry for the Environment, Nature Conservation and Nuclear Safety) (Ed.).
(2007). National strategy on biological diversity. Berlin. Retrieved March 26, 2010, from
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Corbett, J. B. (2006). Communicating nature: How we create and understand environmental
messages. Washington, DC: Island Press.
EEA. (2010a). 10 messages for 2010. Climate change and biodiversity. Copenhagen: EEA.
EEA. (2010b). 10 messages for 2010. Protected areas. Copenhagen: EEA.
EEA/European Environment Agency. (2009). Progress towards the European 2010 biodiversity
target. Copenhagen: EEA.
FAO. (2005). Building on gender, agrobiodiversity and local knowledge. A Training Manual.
Rome, Italy.
FAO/Food and Agriculture Organization of the United Nations. (1996). Global plan of action for
the conservation and sustainable utilisation of plant genetic resources for food and agriculture.
Leipzig, Germany.
Flitner, M. (Ed.). (2000). Der deutsche Tropenwald. Bilder, Mythen, Politik. Frankfurt am Main:
Campus.
Gallup Organization. (2007). Flash Eurobarometer Series #219. Attitudes of Europeans towards
the issue of biodiversity. Survey conducted by The Gallup Organization Hungary upon the
request of Directorate-General Environment.
Gilbert, K., Hulst, N., & Rientjes, S. (2006). SoBio: Social science and biodiversity. Why is it impor-
tant? A guide for policymakers. Tilburg: ECNC – European Centre for Nature Conservation.
Kitchin, T. (2004). ‘Assuring Biodiversity’: A brand-building approach. The Glasshouse
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downloads/branding.pdf.

1 This is a formulation from the new Ecuadorian constitution of 2008; See Plan Nacional para el
Buen Vivir 2007–2010, p. 132.