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Logic of the media: The concept of sustainability has its origin in academia. When sustainability topics gain media exposure they can only be successful in reaching media producers and consumers by follow the “logic” of the media (e.g. short, fastpace and compelling formats). Currently there are many old and new media communication vehicles (including newspapers, magazines, internet, television, web 2.0), which influence media users towards promoting “greener” behaviour. These new formats offer, for instance, information material on how to personally contribute to a more sustainable lifestyle. An upcoming movement of people interested in different sustainability topics, the so called LOHAS demographic (Lifestyle of Health and Sustainability), currently influences and contributes toward changing media processes (see more about the Lifestyle of Health and Sustainability demographic below). Whether in magazines, the internet, or on television, media options for well communicated material on sustainable living and consuming are constantly growing, and this is particularly the case in the web 2.0 media. The following outlines selected examples of current developments connected to sustainability in different media formats: Print: Special interest magazines have in particular arisen as a format that is reaching sustainability receptive/LOHAS consumers, both at the national and international levels. Examples include LOHAS-magazine (USA), Gruen (Switzerland) and My life and La vista (Germany). Additionally, mainstream media are increasingly publishing periodicals dedicated exclusively to sustainability topics (e.g. Stern magazine). Burda, a publishing house, recently established an editorial office for sustainability topics. The journalistic contributions of this group are integrated into the firm’s various conventional media products