Abstract:

The paper describes the challenges of environmental communication within a policy of sustainability. Based on empirical studies, which were launched by the Federal Environmental Agency, the paper shows the need for a fundamental transformation of environmental communication related to the promotion of sustainable lifestyles and consumption patterns. In this respect environmental communication is seen as a multi-dimensional task to bring forward the needed socio-cultural transformation, which is associated with sustainable development, reflecting the existing socio-structural and socio-cultural dynamism within German society. To overcome the 'communication gap' the paper presents not only theoretical and empirical insights, but also an actual case of a communication strategy that was developed for the Blue Angel's 25-anniversary campaign.