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Customer Orientation

Given that the mainstream social groups represent over half of society (Sinus Sociovision 2007, effective use of the media to communicate sustainability issues with these social groups is vital.1 The project “Sustainability and the media – Integration of sustainability themes among NRW media partners” which was undertaken with funding provided by the Ministry of the Environment and Conservation, Agriculture and Consumer Protection (MUNLV) of the German State of North Rhine-Westphalia aims to demonstrate how sustainability topics can be integrated in existing as well as in new, emerging and not yet existing media formats. This study aims to create framework conditions for concrete actions and project ideas, such that public entities can promote enhanced ‘sustainability performance’ of different media formats. The results of this study were presented and discussed during a full day workshop held 03 December 2009 at the UNEP/Wuppertal Institute Collaborating Centre on Sustainable Consumption and Production (CSCP). The objective of the workshop was to engage media experts, journalists and researchers, to evaluate the findings of the study and the input received has been incorporated into this report.