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Role: exchange of content, extended coverage Research stakeholder Who: Öko-Institut e.V., Climate Partner, Wuppertal-Institut, Potsdam- Institut Role: scientific/expert advice for product guides Stakeholder from private sector Who: Otto, Hess Natur, GLS Bank, Henkel Role: sponsors Non-governmental stakeholder Who: Greenpeace, WWF, BUND Role: use Utopia as a platform for their campaigns Target group General description ”responsible consumers” 2 main user groups: those with a strong sustainability focus • first Utopia users • 4,000-5,000 persons • ”old-school ecos” b) those with selective sustainability focus • LOHAS (Lifestyle of Health and Sustainability) • Lifestyle-oriented • Willing to live more sustainably, looking for advice how to do it. Media users reached 180,000 visits per month / ~ 6,000 unique visits daily 43,000 registered users User/reader behaviour on platform/in campaign Age structure 10-80 year olds 2/3 are 25-45 year olds Sex structure n.a. 90% passive, 9% active, 1% very active (a typical behaviour profile for web platforms) Educational background Broad range, but mostly higher education Social class addressed Broad range, but mostly middle to upper classes Relevance of the media format Utopia is one of Germany’s most visited websites: Google Page Rank 7 (level with focus.de, ahead of spiegel.de) Evaluation* Coverage +++ Emotionality ++ Credibility +++ Understandability +++ Potential for change of attitude/behaviour +++ Possible development/expansion in the future Utopia Shop (sustainable products online & offline) Utopia City Guide (sustainable shops & services near my home) Utopia Products/Services (Special editions, Fashion, Accessories, cosmetics, financial services etc.) Utopia Media Utopia-Magazine, Utopia Book series,
Utopia-Guides Utopia Events trade fairs, exhibitions, workshops Utopia Consulting (combining Marketing- and Sustainability-Know-How) * Each example is evaluated according to its coverage, emotionality, credibility, understandability and potential to change behaviour by a ranking indicated by one to three plus-signs (+, ++, + + +).
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INTEGRATING SUSTAINABILITY THEMES I
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www.scp-centre.org 3.4 Conclusions.
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www.scp-centre.org 1 Introduction 1
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www.scp-centre.org However, it has
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www.scp-centre.org Additional devel
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www.scp-centre.org Which are areas
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www.scp-centre.org There are curren
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www.scp-centre.org pecially middle
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www.scp-centre.org At a glance: Suc
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www.scp-centre.org among readers th
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www.scp-centre.org The organisation
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www.scp-centre.org Cross-media appl
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www.scp-centre.org Hohenheim. The i
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www.scp-centre.org sustainability m
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www.scp-centre.org The media market
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www.scp-centre.org iours. By the en
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www.scp-centre.org Possible future
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www.scp-centre.org Evaluation Cover
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www.scp-centre.org Consumers are be
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www.scp-centre.org Message 6: Forma
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www.scp-centre.org Learning and Edu
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www.scp-centre.org 2. Political aut
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www.scp-centre.org sary expertise c
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www.scp-centre.org (3) tools and ac
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www.scp-centre.org (putting facts a
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www.scp-centre.org Potential roles
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www.scp-centre.org Rationales • W
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www.scp-centre.org • Medienkompet
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www.scp-centre.org (4) On the basis
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Page 114 and 115: Sex structure Female: 60 %, male: 4
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Page 118 and 119: Print/web 2.0 - international Good
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Page 122 and 123: ) www.guardian.co.uk: male: 51% fem
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