Environmental communication to consumers

This manual provides advice and tools to develop, organise and execute environmental communication to consumers. It has been written for decision makers and employees responsible for environmental communication in governmental authorities, companies, and NGOs, and in particular it aims at those whose professional background is outside communication. The manual is divided into eight chapters, each providing a necessary step in the process: Goals, Senders, Receivers, Arguments, Concept, Means, Execution, Follow-up. The chapters are instructive and include interesting examples, figures and illustrations. The manual also contains an extensive annex describing the various means of communication. The point of departure of the manual is that environmental communication to consumers is about more than communicating about the environment! Purely environmental arguments build on collective and long-term interests such as not to impoverish our natural foundation. Most consumers will not change their behaviour for this reason alone. Therefore it is important to supplement environmental arguments with more short-term arguments about individual benefits such as quality, price, health or convenience. The manual builds on experience and analyses from the Nordic countries and includes 21 examples of good environmental communication in the Nordic region. The idea of the guide was fathered in the Cross-sector Group for Product Policy of the Nordic Council of Ministers, NMRIPP. The group's work includes developing and disseminating knowledge about consumer-oriented environmental communication.