Current images of sustainability often are designed to instill
fear and force change, not because we believe in it, but because we
fear the consequences of inaction. We also far too often are faced
with adverts that use sustainability images in order to sell their
product, which are not sustainable at all.
This book identifies the factors that motivate people to aspire
towards sustainable living and determines the role of
communications in persuading people of the benefits of sustainable
living. It introduces the notion of sustainability as an "object of
desire," that will allow people to not be scared of the future but
rather, to dream about it and look forward to a better quality of
life. The book traces the history of major changes in our society
that have dramatically changed our perceptions, beliefs and
attitudes as related to sustainability. It describes our current
desires and dreams and explains why we need to change. Further, it
identifies the factors that motivate people to aspire towards
sustainable living and determines the role of communications in
persuading people of the benefits of sustainable living. Finally it
suggests what could be done to not only make sustainability an
object of desire, but also introduce hopes and dreams for a better
future into our everyday lives.
This inspiring and interdisciplinary book provides innovative
insights for researchers, students and professionals in a range of
disciplines, in particular environment and sustainability,
sustainable marketing and advertising, communication studies, and
behavioural studies.
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