Social Marketing and Education for sustainable forestry - Project: Mensch & Wald

Project: Research

Project participants

  • Stoltenberg, Ute (Project manager, academic)
  • González, Ana (Project manager, academic)
  • Krebs, Oliver (Project manager, academic)
  • Eberhard Karls University Tübingen


The functions and resources of our forests and their meaning for mankind are gaining significance in the sustainability debate. In the purpose of the Agenda 21, we have the possibility to consider global causal directions on local level in the area of forestry. As Prerequisite we need a sensitization of the individual for a future-oriented life, and a process of rethinking inside the society, just as it is a main concern of the UN Decade for the education for a sustainable development, which has been proclaimed for the years 2005-2014. We need an expansion of consciousness, focused on social, cultural, economic and ecological problems which allow the perception of a multitude of opportunities. Forest is widely comprehended as habitat which needs to be made aware as important element in water-climate-soil-cycles. A new understand of wood as resource and material as well as basis for innovative technologies may promote the acceptance of a sustainable forestry on the part of producers and consumers. Inside a cross-section oriented education for sustainable forestry, key competences such as global responsibility, participation, intra- and inter generational justice or responsible consumers´ behaviours may exemplary be acquired and enhanced.
Together with the Ecolog GmbH and the Sinus Sociovision GmbH, the joint project „man and forest – social marketing and education for a sustainable forestry“ connects the theoretical approaches for education for sustainable development in a transdisciplinary framework of research and development. This sub-project – located at the Institute for Environmental and Sustainability Communication INFU at Lüneburg – analyses the existing education concepts and education offerings for children and teenagers as well for the participating pedagogic specialists, with respect to the existing consideration of sustainable development and with regard to development possibilities.
The research results will be available in form of a data bank and a compendium after the completion of the project in spring 2008. These materials shall enable kids, teenagers and adults as well as forestry protagonists actively participate in a sustainable forestry. At the same time, these materials will introduce opportunities to transfer the gain of insight onto different life situations and onto the coexistence in the One World.