Fostering and Communicating Sustainable Lifestyles
Author(s): Philip J. Vergragt, Halina Szejnwald Brown, Vanessa Timmer, Dagmar Timmer, Dwayne A. Appleby, Cara Pike, Sutton Eaves, Rebecca McNeil, John Stutz, Zachary Eaves
The goal of this report is to further the understanding of sustainable lifestyles and accelerate their widespread adoption. The report does so by identifying elements to consider when developing sustainable lifestyle and related initiatives, and by providing guidance for effective communication, framing and engagement strategies.
Fostering and Communicating Sustainable Lifestyles intentionally links the discussion of sustainable lifestyles to best practices in communication, framing and engagement approaches. Both draw on an understanding of human behaviour and how it interacts with culture, infrastructure, and institutions. Thriving sustainable lifestyle initiatives rely on effective communication to increase understanding, reframe aspirations and priorities, support behaviour change, and shape new social norms and values toward the ultimate goal of creating tangible changes in the way people live their daily lives.
This report provides an analysis of sustainable lifestyle initiatives (and/or related domains) and the framing and engagement strategies they employ. It is based on a synthesis of relevant bodies of literature on sustainable lifestyles and communications, on an analysis of examples, and on consultations with experts globally including via virtual workshops described in more detail in Part 3. The case studies in Part 2 are distilled from a larger pool of examples recommended by project advisors and selected to reflect geographic diversity. They explore how sustainable lifestyle campaigns intersect with key aspects of meeting core domain needs around food, shelter, mobility, leisure time, and human connections.
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