More and more festivals are switching to sustainability. Now a study by the IST University of Applied Sciences for Management shows that the majority of guests do not care about sustainability at festivals - over 3,500 festival fans were surveyed for the study. Only 9.6 percent stated that sustainability at festivals was important to them. Prof. Dr. Matthias Johannes Bauer from the IST University of Applied Sciences emphasizes: “Festivals are a form of escapism, an escape from everyday life. Sustainability is often perceived as disruptive. “People simply want to escalate and leave everyday worries such as climate change behind them.” Nudging could be an innovative approach, according to the festival professor. Nudging is a strategy that aims to steer people's behavior in a positive direction without restricting their freedom of action.
Also a good read
You are Berlin-based, working in the cultural or creative industries and looking for information on project financing and funding?
Subscribe to our monthly newsletter!