The Green Economy and the Media: How to Captivate Audiences | Program | DW | 07.03.2013
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The Green Economy and the Media: How to Captivate Audiences

Tuesday, 18 June 2013, 4:00 p.m., Annex

Hosted by WirtschaftsWoche Green

As the energy turnaround, sustainable consumption, environmental protection and green technologies impact the lives of ever more people, they're also gaining ground in the media. Businesses, too, claim to be stepping up responsible practices. But what is really going on? What must media watch out for in reporting these topics? Most importantly, how can they package sustainability in ways that are understandable and interesting to mass audiences?

In this session, members of the German-language online sustainability information channel "WiWo Green" and colleagues from specialty blogs and international media outlets will discuss these questions. They will cite practical examples and discuss resistance by lobbyists and the public's enthusiasm for a green economy.

Sustainability and green topics are no easy sell. In a recent study, public opinion researchers at Toronto-based international consultancy GlobeScan asked people in 22 countries whether they see the environment and future of the planet as endangered. The poll revealed that around the world, people are less worried about the environment than they were 20 years ago. The global economic crisis has supplanted the environmental crisis as their primary concern.

This makes it all the more important to provide people with gripping stories, well-researched facts and background information. More sparing use of the world's resources is the biggest challenge of the 21st century. This workshop will try to define how journalists and blog authors can best describe this challenge and continually inspire audiences.


Holtum, Caroline
Head of Content for Guardian Sustainable Business, Great Britain

Liebrich, Silvia
Economic Affairs Editor Süddeutsche Zeitung, München, Germany

Stukenberg, Kurt
Journalist, Greenpeace Magazine, Berlin, Germany

Complete workshop on soundcloud:

WS42 - The Green Economy and the Media - How to Captivate Audiences