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third of audience members learned new information during the program and about
half changed something in their every day lives. 19 On this basis, there can be considered
a strong potential to positively influencing audiences to change attitudes
and behaviour.
3.3 Print/online good practice descriptions
3.3.1 Utopia (national good practice example)
General description
Utopia is Germany’s most popular web 2.0 sustainable consumption and lifestyle
platform. Claudia Langer, an ex advertising agency CEO, launched the online platform
in 2007 as a private initiative that aimed to convince as many people as
possible to adopt a more sustainable lifestyle. Their slogan “…so we are getting
started” (“…wir fangen dann schon mal an”) is based on the notion that participants
within the Utopia platform are driven by the vision of promoting change in consumer
behaviour without waiting for consumer legislation to facilitate change.
After first planning for a print magazine, Langer’s team decided on an interactive
web 2.0 platform on grounds that this format provided a more modern and convenient
means to reach a larger target group. Their approach is to demonstrate that a
sustainable lifestyle does not mean renouncement/abandonment but that it offers
pleasure, reward and fun. The platform uses modern language and design and
gives sustainability a trendy, hip and sexy image. Utopia wants to make the change
toward sustainable living as easy and joyful for consumers as possible.
Utopia offers massive sustainability news & knowledge resources and a virtual
community that anyone can join free of charge. Once registered, users can create
a personal profile and exchange thoughts with other members of the community.
They can offer commentary on content provided by Utopia’s editorial team, create
their own content (e.g. share experiences on sustainable products, make suggestions
on sustainable living), request advice from the community within a question &
answer-tool, create or join a wide variety of forums on specific topics or communicate
with select companies represented on the platform.
Utopia offers practical guides on many aspects of sustainable living and consumption.
Users can find trustworthy information on products and sustainable behav-
19 Source: Alleman, T.; de Koning, S.; Berndsen, N. (2009): Evaluatie-Onderzoek Echt Elly!, matrixlab 2009
(only available at personal request)
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