Effective Sustainability Communication for Music Festivals and other Mega-Events

Festivals are an important part of the music event industry, especially for young adults. But compared to the beginnings, their meanings have changed: Attendees want to celebrate without any compromises. However, today mankind is confronted with the greatest sustainability challenges, which are not satisfactorily tackled. Still, with a rising awareness of these issues, companies' interest in including sustainability issues in their communications strategy has increased. This study attempts to explore how a Sustainability Communication (SC) concept needs to be designed to reach fans of music festivals and influence them towards a more sustainable behaviour. For that purpose, it deals with sustainability management, background information about SC and the attendees' needs. Moreover, it shows rays of hope for this issue in the festival landscape. Afterwards the results of a survey conducted among festival fans (more than 750 participants), examining their attitude regarding sustainability issues, were assessed. This study aims to equip the reader with a thorough knowledge of the potential of Sustainability Communication within and through festivals, as well as give an insight into how a SC strategy must consider the needs of fans to realize a more sustainable event.

Franziska Hillmer, M. A., was born in Freiberg in 1987. After finishing her bachelor's degree in Business Management at Eberswalde University for Sustainable Development, she further developed her knowledge of sustainability and attained the master's degree 'Sustainability, Economics and Management' at Carl von Ossietzky University, Oldenburg. There, she specialized in Sustainability Communication. In the following years, she worked in a regional development project at Harz University of Applied Sciences, where sustainability communication was a significant part of her work. Today she is a business consultant, supporting entrepreneurs with the development and realisation of sustainable business concepts.