Paper short abstract:

Reducing consumption of resource intensive produces, takes on an important piece for sustainability.Often communication approaches are caught up in frames of duality, despite overall synergies.This paper assesses common grounds for sustainability communication based on a transdisciplinary setting.

Paper long abstract:

Communication is an essential part to bare sustainable system change. It reduces information asymmetry and sets the basis for the societal acceptance of lifestyle changes. Reducing consumption, especially the consumption of resource intensive produces, like meat, takes on an important piece for the sustainability puzzle. Often communication approaches are caught up in frames of duality of ‘bad and good’ and despite overall existing synergies. Little effort has been taken to systematically assess aspects of sustainability communication, which may provide a wider common ground for a less resource intensive consumption, preparing society for upcoming lifestyle changes.

We aim at 1) multiple stakeholder’s perspectives related to communication approaches for ‘less, but better’ meat 2) integrate those perspectives in a transdisciplinary creative way to gain a better understanding for synergetic communication pathways.

We draw from inter- und transdisciplinary observations, semi-structured interviews and group discussions with artists, producers, NGOs, consumer rights organizations and open up the discussion about how and what to communicate in regard to sustainable food qualities.