Keywords: sustainment, ecotainment, emotions, sustainable consumption, sustainable development, sustainability, media campaign, TV programmes, television programmes, sustainable production, magazines, websites, podcasts, sustainable lifestyles
How to convince the unconvincibles? A mass mediated approach to communicate sustainable lifestyles to a low-interest target group
The paper reports on an interdisciplinary four-year study which aims to reach consumers who are hardly interested in the topic of sustainable development. At its core, the study measures the effectiveness of a TV-program that communicates sustainable consumption and production in an entertaining, emotionally positive way ('sustainment'). The preliminary results show that viewer-consumers do not shy away from such a difficult topic if the communication style fits with their expectations. Moreover, spin-offs like a print magazine, a service-oriented website, and podcast offers have the potential to transform passive viewers into information seekers and eventually sustainability 'followers'.