Rückert-John, J. et al.From ideas to concepts – How can target group-specific communication succeed in the circular economy?

Recommended reading

Jana Rückert-John, Johanna Ritter, Melanie Kröger, Julia Walter & Gunnar Hansen

Release date:
March 2021

German Federal Environmental Agency (UBA), brochure

Consumption practices and habits are diverse in a modern society. There is no such thing as a typical consumer; various social characteristics such as age, income, gender and values determine the social reality and also the chances of participation. This should be taken into account when communicating about waste prevention. This handout offers multipliers from politics, administration and civil society an insight into the everyday perspective of social groups in order to be able to develop effective communication concepts – especially for waste avoidance.

Link to publication