Sustainability Education and Awareness – From Sustainability to Desirability

Purpose: Inspire young adults to want to listen and learn about the
importance of sustainability as a concept

Program: The vision for a sustainable world is both multi-faceted and highly individual but essentially involves sustaining life on earth in all the best of its interpretations and implies healthy social, economic and ecological systems. However, the vast majority of us, as the stakeholders for this vital vision, are not even aware of its essential importance.

The most effective strategy to introduce a new vision for a sustainable future is to target those who influence our popular culture the most: young adults. Pop Sustainability promotes in an attractive manner to young adults the basic idea that living a sustainable lifestyle is doing what we all know intuitively is right. Pop Sustainability presents these ideas in positive, uplifting communications and highly interactive environments that are also media worthy. By doing so, we are positioning the issues in such a way as everyone can participate and they can do so within the context of our daily life.

To maximize our impact, Pop Sustainability’s program Sustainability Education and Awareness does not use classroom education, but proven marketing techniques of major corporations—the tactics that successful marketers are using to educate consumers about their products and services. Behind this program’s intent is the understanding that to reach the mass majority of young people we must first make them want to listen.

“It is as useless to try to sell a man something until you have first made him want to listen as it is to command the earth to stop rotating” Napoleon Hill from “Think and Grow Rich”

Measurable Objectives: By the year 2010, Pop Sustainability's global education and awareness campaign will raise awareness of issues crucial to sustainability, inspiring documentable action by at least 500 million young adults and creating a broad context for understanding sustainability. We are ultimately raising the question: "What does sustainability mean to you?"

© 2002 POP SUSTAINABILITY