Media Mr. Hendrik Schott indicated that the traditional media have already realized that there is a demand and an expectation from the public that media outlets will provide information and discussion on sustainability-related issues. Mr. Schott highlighted the relevance of the international debate that occurs within the Global Media Forum, which gathers journalists and other media professionals from across the world to discuss the challenges of promoting sustainability and the role of the media to promote and address such challenges. Mr Schott emphasized that the aim of media should be to transform people into problem-solvers and change-makers. Although the sector is still at a stage of changing mindsets among journalists, many media outlets are already reorienting their editorial priorities and goals to shift their focus increasingly toward promoting sustainability issues. Discussion round table results Sustainable innovation success stories • The Media Corporate Social Responsibility (CSR) Forum is a platform of large media companies that develop and promote CSR and sustainability practices in the media sector. Their work includes developing an understanding of the implications of CSR for media members, identifying areas for prioritization, sharing best practices, engaging with stakeholders, running collaborative projects on key issues, among others; • “Infotainment” programs, in other words, information-based media programs that also include entertainment content in an effort to enhance popularity with audiences and consumers; • Crowdsourcing media platforms that gather and showcase sustainable experiences and practice. Crowdsourcing refers to the practice of obtaining needed services, ideas, or content by soliciting contributions from a large group of people, and especially from an online community, rather than from traditional employees or suppliers; • Do-it-yourself (DIY) series which are virtual lessons available online to teach people how to do different things on their own at low cost; • New media formats to convey information such as video diaries, “experimental labs”, and social media, to interact with the public and combine different communication channels; • Add-ons to existing media formats, such as: » WiWo green: a German online portal about the green economy that provides up-to-date information, analysis, studies and examples of best practice in the rapidly growing Green Economy. The online portal deals with themes like renewable energy, energy efficiency, responsible investments, green gadgets, the future of urban centres and the mobility of tomorrow; » The Guardian’s Environment and Sustainable Business sections. The Guardian is one of the media leaders on environmental and sustainable business issues with coverage of worldwide news, events and graphics. » The Telegraph newspaper presents an “Earth” section for environment and green news with information on global warming, pollution, green living and recycling, as well as tips for individuals on how to curb personal contributions to climate change. • TED Talks, which are a daily video podcast of the best talks and performances from TED conferences, TEDx and partner events. From across the world, leading thinkers and doers give the “talk of their lives” in 18 minutes. The TED Talks series is widely credited with creating a new category in online media. Scale up success factors • Build public awareness about sustainability challenges; • Develop alternative business models and economic goals that fit with the transition toward sustainable lifestyles; • Improve communication and the quality of information; • Cultivate transparency among stakeholders through responsible media; • Develop funding schemes to increase financial resources for sustainability-related media initiatives; • Integrate channels to strengthen sustainability strategies; • Develop profitable models for responsible media; • Build relationships between the sustainability issues covered and everyday lives of audiences/ readers;
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Mr. Hendrik Schott Deutsche Welle