Page 165 - Sustainability Communication Interdisciplinary Perspectives and Theoritical Foundations

148 L.A. Reisch and S. Bietz

This can be related to a generally negative attitude toward consumption work, such
as status-related consumption habitus, upwardly mobile consumption aspirations or
everyday overload. The limits to communication become apparent at this point.
Meanwhile, a small number of mediated communication campaigns promoting
mainstream ‘sustainable consumption’ have been described in the consumer research
literature, employing theories on effective and persuasive communication (Kolandai-
Matchett 2009). One of the early endeavours of this kind was a 2004 research proj-
ect called ‘Project Balance’, which tested the potential of a mass media sustainable
consumption communication format (Reisch and Bietz 2007; Reisch et al. 2010).
‘Project Balance’ was designed as a transdisciplinary joint research project,
received funds from the German Ministry of Research and involved partners in
consumption behaviour research, marketing research and media sciences working
together with experienced practitioners from the field of media. Its central research
question was whether and how an emotional, experience-oriented, mass-medial
communication concept based an ‘ecotainment’ strategy could contribute to the dis-
mantling of interest and acceptance barriers to sustainability topics, especially sus-
tainable consumption among the general public (Schwender et al. 2008). The project
developed a target group, situation-specific and TV-based communication concept
to significantly increase the attention and interest of the general public in the con-
cept of sustainability. Following the guidelines of sustainability communication
outlined above, ‘Project Balance’ sought to be positive and entertaining and to moti-
vate mainly by allying motives and personal benefits. The vocabulary ‘eco’ and
‘sustainability’ was never used explicitly, although of course the substance of the
message was about sustainability. The emphasis was placed on technological inno-
vation, health, wellness and nature. In a cross-media approach, the TV clips were
supported by an internet service and podcasts.
The effects of the broadcast on consumer attitudes, knowledge and behaviour
were studied by accompanying consumer research. In summary, results showed
that the sustainability topic was very well received in this medial ‘package’ and
that it generated positive attitudes and behavioural intentions in the targeted group
of consumers who were ‘little interested’ in sustainability. Hence, the concept of
highly emotional and subtle sustainability education clips wrapped in a popular
‘science-light TV programme’ might be a good choice to popularise sustainable
consumer behaviours. For the future, it would be promising to develop ‘cross-
media’ concepts that involve cooperation with Web 2.0 communities and eventu-
ally mobile internet applications to increase the up-to-datedness and usefulness of
information at the point of purchase.
Sustainable consumption remains a central challenge for state and society. Policy-
makers must initiate, stimulate and monitor the development of consumption so that
both the natural limits of the planet and social equality are respected. In addition to
other policy instruments, mass-mediated consumer communication is a key tool to
inform, advise, stimulate and motivate consumers. Along with state-sponsored pro-
grammes, societal ‘sub-political’ actors, including the media and consumers them-
selves, can not only participate in reaching this goal, but can actually set the agenda,
select the means and produce the contents themselves – in Web 2.0 applications.