From Environmental to Sustainability Communication

1. From Environmental toSustainability Communication Lessons learnt from the German Craft Sector Dr. Wolfgang Meyer(Saarland University, Germany)

2. Steps • What is „Communication“? • What is “Sustainability”? • The German Case: Environmental Communication in Craft Sector • Lessons Learnt 2006 W.Meyer GIN

3. 1 of 4 Step 1 Definition Model Types What is “Communication”? 3 Slides 2006 W.Meyer GIN

4. 1 of 4 Communication Definition Definition Model Types • Key Elements • Transfer Process • Production Process • Initiator and Recipient • Message and Medium • Encoding • Transmission • Decoding • Actor (Who?) • Means (How?) • Product (What?) 2006 W.Meyer GIN

5. 1 of 4 Model of organised Information Transfer Definition Model Types 2006 W.Meyer GIN

6. Consultancy is the communicative solution for transferring information to solve management problems 1 of 4 From Few to Many… Communication Types Definition Model Types • Mass Communication produces attraction and popularity • Education and Training produces knowledge and awareness • Consultancy produces solutions and action 2006 W.Meyer GIN

7. 2 of 4 Step 2 Definition Difference Communi-cation What is “Sustainability”? 3 Slides 2006 W.Meyer GIN

8. 2 of 4 SustainabilityDefinition Definition Difference Communi-cation • Time Integration (Brundland)(Intra- and Intergenerational Justice) • Territorial Integration (Rio)(Local, National and International Policies) • Target Integration (Three Pillars)(Ecological, Economical and Social Goals) 2006 W.Meyer GIN

9. 2 of 4 Difference between Environmental and Sustainability Communication Definition Difference Communi-cation 2006 W.Meyer GIN

10. Consultancy is the most important way to communicate sustainability 2 of 4 Communicating Sustainability Definition Difference Communi-cation • Management Rules – Sustainability is a principle how to manage things • Decision Makers – Addressees are Decision Makers not the Public • Practice – Sustainability is not a question of awareness but of action 2006 W.Meyer GIN

11. 3 of 4 Step 3 Sources Sponsors Structure Results I Results II Conclusion The German Case – Environmental CommunicationInfrastructure in Craft Sector 6 Slides 2006 W.Meyer GIN

12. 3 of 4 Data Sources Sources Sponsors Structure Results I Results II Conclusion • Cross-Sector Study on Environmental Communication in Craft Sector (2003-2006) - Sample of 1630 Craft Companies, 120 Chambers Employees, 10 Environmental Centres • Evaluation of the DBU Orientation Consulting Program (1997-2001) - Sample of 498 Craft Companies, 41 Environmental Consulting Companies,18 Chamber Consulters • Evaluation of BMU/UBA Environmental Consultancy Projects (1999-2000) - Sample of 30 Federal Associations and Projects 2006 W.Meyer GIN

13. 3 of 4 Sponsorship Sources Sponsors Structure Results I Results II Conclusion • Contracts for Environmental Private-Public Partnerships in 12 of 16 Federal States • 230 projects on environmental communication for SMEs (2004) • 2 DBU-programs especially for the craft sector (2005) 2006 W.Meyer GIN

14. Hamburg Hannover Münster Oberhausen Leipzig Rudolstadt Koblenz Trier Saarbrücken Freiburg DBU-sponsored Centers Solely financed by Chambers 3 of 4 Infrastructure in Craft Sector Sources Sponsors Structure Results I Results II Conclusion • 10 Environ-mental Centres • Environmental Consulters in each of the 55 Chambers of Craft • Environmental Consultancy of Associations 2006 W.Meyer GIN

15. 3 of 4 Results I Sources Sponsors Structure Results I Results II Conclusion • Role of Communication Infrastructure • Decentralised Structure – contact to addressees • Acceptance –chambers are highly respected • Importance – environment is an issue • Competence – centres cumulate knowledge • Demand – Advices are highly recommended • Challenges for the Infrastructure • Economical Pressure – Reduction of voluntary services • Enlargement of Duties - integration for reducing costs • Poor Impact Measurement – deficits in legitimating 2006 W.Meyer GIN

16. 3 of 4 Results II Sources Sponsors Structure Results I Results II Conclusion • Practice of information transfer (sustainability) • Information production – increasing number of products using ‘sustainability’ but no difference to ‘environment’ (lack of specifics) • Information transmission – few new transmitters entered the stage (slight increase of diffusion) • Information utilisation – companies do not know ‘sustainability’ and do not see an advantage (no specific demand) 2006 W.Meyer GIN

17. 3 of 4 Conclusions Sources Sponsors Structure Results I Results II Conclusion • The environmental communication infrastructure in the German Craft Sector is useful for communicating sustainability (and it is already used for it) • The specifics of sustainability has not been recognised yet – sustainability is just an ‘add-on’ environmental topics • The switch from environmental to sustainable issues is purely economically motivated – Business is not the driving force for SD! 2006 W.Meyer GIN

18. 4 of 4 Step 4 Challenge Solution Lessons learnt (for SustainabilityCommunication) 2 Slides 2006 W.Meyer GIN

19. 4 of 4 Challenges Challenge Solution • Sustainability as a Substitute for Environmental Issues? • Utilization of Sustainability unclear – what do we expect as reaction? • Production of Information on Sustainability – Do we need more specific tools to communicate SD? 2006 W.Meyer GIN

20. 4 of 4 Solutions Challenge Solution • We do not need new infrastructure – we need better defined objectives • The state has to take the lead – we need better guidelines and sponsorship • Scientists have to develop methods for impact assessment and to emphasise the contribution of single groups for SD 2006 W.Meyer GIN

21. Thank you for your attention Dr. Wolfgang Meyer 2006 W.Meyer GIN