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Complexity of the issue: Sustainability is not that easy to communicate. The topic refers to a complex matter with many meanings and at the end is about changes in societal values and behaviour. When communicating sustainability in the media, professionals tend depict single issues, facts and figures and use stereotypes to reduce the complexity of the topic. This bears with it the risk of giving only superficial treatment to the issues and makes it challenging to illustrate complex processes. Moreover, media professionals have less time to deal with issues deeply. What counts is coverage and ‘quick headlines’. Competencies of media professionals: The professional competency of journalists, producers, scriptwriters and PR experts is not traditionally on issues of sustainability and the integration of these themes in media. There is at present only very limited opportunities for advanced training in sustainability communication. There are early approaches and programs underway at, for instance, the University of Lüneburg2, but little specifically for journalists (apart from Science Journalism at the University of Dortmund and the Master of Science in Communication, University of Bremen). There is an urgent need for action in this context. Structures in media organisations/editorial departments: Further barriers exist at the level of media organisations/editorial departments. Sustainability subjects are not (yet) integrated into organisational structures of typical media outlets. For example, the conventional print media has no sustainability rubrics. Most newspapers have not changed their pattern for many years. Nor has television.