Sustainability is everywhere—on social media, in advertising, and in political debates. Yet, communicating sustainable ideas effectively is one of the biggest challenges in marketing and public discourse. Why do so many people resist sustainability messages? Why do some ads backfire while others inspire action? And how can companies, activists, and policymakers communicate sustainability without causing backlash?
In this seminar, we will explore the challenges of sustainability communication, with a focus on advertising and persuasion. We will analyze corporate sustainability strategies, activist campaigns, and political messaging, paying special attention to visual and social media communication.
Objectives
Through case studies, discussions, and hands-on exercises, you will learn:
- How sustainability is defined according to the UN SDGs.
- What makes an advertising campaign effective.
- Why people resist sustainability messages and how to overcome this resistance.
- How visual storytelling and multimodal communication shape public perception.
- How design insight-based sustainability campaigns that actually work.
Throughout the semester, you will develop your own sustainability campaign, applying the insights gained in class. Whether you are interested in marketing, political communication, or activism, this course will help you understand the power—and pitfalls—of selling sustainability.
- Trainer/in: Katharina Hajek