“People come in their millions upon millions to our shows and we have the enviable position of a captive and receptive audience.
We are in a position to champion causes, highlight issues
and inspire changing behaviour.”
(Event Professional Meegan Jones 2010: vi)
What do you have in mind, when you hear music festival? Do you think on the first representatives, like Woodstock, as a movement of love and peace against the confrontational direction of the world leaders? Or, more likely, do you think of young adults hanging around without any political intentions? Festivals today are more popular than ever in Germany, but lack the revolutionary spirit of their meaningful ancestors.
But thereby is mankind confronted with the greatest challenges, which indeed are communicated by politicians and business leaders, but not satisfactorily tackled. Weather extremes all over the world remind menkind, with increasing frequency, of the strong dependence of human activities on climate conditions. Climate change has already begun and it looks like it will affect the living generation. These are self-made problems, because they concern those who emit more and more carbon dioxide and use so much of the natural resources that the available amount shrinks drama¬tically (see Sachs 2008: 19 et seq.).
With the rising public awareness for sustainability the companies’ interest to include the topic in their communications strategy has increased, which is also true for the Music Event Industry branch. But while many companies are concentrated rather on green washing than acting like that, some encouraged sustainability efforts do not become public after all, although marketing communication provides a valuable tool for the strategic positioning and is able to inspire people to modify their consumption behaviour (see Meiländer 2011: 52).
Hence, this master thesis attempts to explore, by taking the example of Open Air Music Festivals, how an applied target group specific Sustainability Communication (SC) concept needs to be designed to reach the customer and influence them towards a more sustainable behaviour.
Table of Contents
1. Introduction
2. Sustainability Issues
2.1. Understanding Sustainability
2.2. Sustainability Challenges
2.3. Economic Roots of the Struggles
2.4. Strategies for a Sustainable Development
3. Basis of Sustainability Communication
3.1. Communication and Marketing
3.2. Meaning
3.3. Bottlenecks
3.4. Strategies and Instruments
3.5. Businesses Challenge
4. Music Festivals – Special Events for the Society and the Music Event Industry
4.1. Meaning of Events
4.2. Development of Music Festivals
4.3. Significance for Economy and Society
5. Stop Dirty Dancing - Sustainability at Music Events
5.1. Environmental Impact of Music Festivals and the Demand for Transition
5.2. Sustainability Ambitions in the Music Festival Scene
6. Realizing Sustainability Communication
6.1. Incentives for and Demands on the Festival Operators
6.2. Green message – Subtle or Slather
6.3. Communication with and Involvement of Staff and Corporation Partners
6.4. Communication with Attendees
6.4.1. In Advance Festival Communication
6.4.2. On- Festival Communication
6.4.3. Après- Festival Communication
7. Empirical Study about the Expandability of Sustainability Communication through German Festivals
7.1. Research Demand
7.2. Research Design
7.3. Evaluation of the Survey
7.3.1. Return
7.3.2. Description of the Festival Fan Sample
7.3.3. Sustainability Measures in General
7.3.4. Tickets and Mobility
7.3.5. Framework Program
7.3.6. Sale of Goods
7.3.7. Waste
8. Derived Sustainability Communication Concept
8.1. Types and Functions of Communication Concepts
8.2. Sustainability Communication Concept for Open Air Music Festivals
8.2.1. Analysis
8.2.2. Communication Challenge and Targets
8.2.3. Strategy
8.2.4. Realisation
9. Conclusion
Research Objectives and Thematic Focus
This thesis explores how a target-group-specific Sustainability Communication (SC) concept can be designed for Open Air Music Festivals to effectively reach customers and influence them toward more sustainable behavior, while maintaining the attractiveness of the event.
- The relationship between sustainability management and event marketing.
- Identifying specific sustainability challenges within the music festival industry.
- Analyzing the attitudes and behavioral motivations of festival attendees regarding ecological issues.
- Developing a strategic framework for "subtle" yet effective sustainability communication.
- Providing actionable recommendations for integrating sustainability into the framework program and attendee interactions.
Excerpt from the Book
1. Introduction
What do you have in mind, when you hear music festival? Do you think on the first representatives, like Woodstock, as a movement of love and peace against the confrontational direction of the world leaders? Or, more likely, do you think of young adults hanging around without any political intentions? Festivals today are more popular than ever in Germany, but lack the revolutionary spirit of their meaningful ancestors.
But thereby is mankind confronted with the greatest challenges, which indeed are communicated by politicians and business leaders, but not satisfactorily tackled. Weather extremes all over the world remind menkind, with increasing frequency, of the strong dependence of human activities on climate conditions. Climate change has already begun and it looks like it will affect the living generation. These are self-made problems, because they concern those who emit more and more carbon dioxide and use so much of the natural resources that the available amount shrinks dramatically (see Sachs 2008: 19 et seq.).
With the rising public awareness for sustainability the companies’ interest to include the topic in their communications strategy has increased, which is also true for the Music Event Industry branch. But while many companies are concentrated rather on green washing than acting like that, some encouraged sustainability efforts do not become public after all, although marketing communication provides a valuable tool for the strategic positioning and is able to inspire people to modify their consumption behaviour (see Meiländer 2011: 52).
Chapter Summaries
1. Introduction: This chapter contextualizes the research by highlighting the growing popularity of music festivals alongside the urgent need for sustainable practices in the face of climate change.
2. Sustainability Issues: The chapter defines sustainability, discusses its challenges—including biodiversity loss and resource extraction—and outlines the strategies of efficiency, consistency, and sufficiency.
3. Basis of Sustainability Communication: This section investigates the intersection of communication theory and marketing, examining the hurdles businesses face when attempting to communicate sustainability to diverse audiences.
4. Music Festivals – Special Events for the Society and the Music Event Industry: This chapter analyzes the significance of music festivals as an event culture, their economic importance, and their role as a platform for social interaction.
5. Stop Dirty Dancing - Sustainability at Music Events: The chapter details the specific environmental impacts of festivals, such as waste and travel-related emissions, and examines current sustainability initiatives in the festival scene.
6. Realizing Sustainability Communication: This chapter offers a practical guide to implementing SC, discussing how to engage staff, sponsors, traders, and attendees without compromising the event atmosphere.
7. Empirical Study about the Expandability of Sustainability Communication through German Festivals: This section presents the research design and findings of a survey conducted among German festival fans, evaluating their attitudes toward various green initiatives.
8. Derived Sustainability Communication Concept: The final chapter synthesizes the research into a concrete, strategic communication concept, providing actionable steps and KPIs for festival organizers.
9. Conclusion: The summary evaluates the research, concluding that festivals have a unique opportunity to promote sustainable behavior through a sensitive and well-integrated communication strategy.
Keywords
Sustainability Communication, Music Festivals, Event Marketing, Consumer Behavior, Environmental Protection, Sustainable Development, Communication Strategy, Festival Management, Ecological Consistency, Social Marketing, Green Music Initiative, Stakeholder Involvement, Behavioral Change, Waste Management, Carbon Footprint.
Frequently Asked Questions
What is the fundamental purpose of this thesis?
The thesis aims to determine how sustainability communication can be effectively integrated into Open Air Music Festivals to encourage sustainable behavior among attendees without detracting from the event's entertainment value.
What are the central thematic fields covered?
The work covers sustainability strategies (efficiency, consistency, sufficiency), marketing communication theory, the specifics of the music festival industry, and empirical research into attendee motivations and attitudes.
What is the primary research question?
The research asks how an applied, target-group-specific sustainability communication concept should be designed to reach festival attendees and influence them toward more sustainable behavior.
Which scientific methodology is utilized?
The study employs a mix of literature analysis to establish a theoretical foundation and an exploratory empirical approach using a quantitative online survey conducted in cooperation with major German festivals.
What is treated in the main body of the work?
The main body treats the definition of sustainability, the specific challenges faced by the festival industry, the role of various stakeholders (crew, artists, sponsors), and a comprehensive concept for practical sustainability communication.
Which keywords characterize this work?
Key terms include Sustainability Communication, Music Festivals, Event Marketing, Consumer Behavior, and Sustainable Development, among others.
How do festival attendees perceive sustainability initiatives?
The survey indicates that while there is a general interest in sustainability, attendees are sensitive to "greenwashing" and prefer measures that are transparent, convenient, and integrated naturally into the festival experience rather than being "lectured" to.
What role do artists and volunteers play in this concept?
Artists and volunteers act as key multipliers. Artists function as role models who can generate social pressure and engagement, while well-trained volunteers are crucial for creating a supportive environment for waste management and safety.
Why is a "subtle" communication strategy recommended?
The research suggests that pushing sustainability too aggressively can spoil the festival image and scare off fans; therefore, a subtle, integrated approach that focuses on personal benefits and fun is more likely to succeed.
- Arbeit zitieren
- Franziska Hillmer (Autor:in), 2012, Green the Crowd. Communicating Sustainability through Open Air Music Festivals, München, GRIN Verlag, https://www.hausarbeiten.de/document/276346
