Möglichkeiten und Strategien zur Entwicklung und Förderung eines nachhaltigkeitsorientierten Lebensstils in Privathaushalten

There are severe problems in contemporary economic development. The natural environment is polluted, the life chances are not allocated equally, many people cannot stand the economic pressure of globalization. The concept of sustainable development is regarded as the right answer to all these challenges. It is intensely discussed and politicians try to realize its implications. The private households have a key position in this process. Here, marketing for sustainability has to establish a sustainable consumption. This paper examines the necessary strategies of communication and marketing which can implement a sustainable style of life. As theoretical framework two concepts are used: the social diffusion of innovations as well as the lifestyle concept, especially the Sinus milieus. It will be shown how much sustainable potential the different Sinus milieus have and how they can be best mobilized by different forms of sustainable communication strategies.