Proceedings of the 56th Annual Meeting of the ISSS - 2012, San Jose, CA, USA, 56th Annual Proceedings of ISSS

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REMOVING THE CHASM WITH COMMUNICATION

Katri-Liisa Pulkkinen

Abstract


In developing a global eco-community, communication is a key lever, as people adopt new ideas for different reasons and in different ways. Just like early markets and mainstream markets are different from each other in adopting products, also innovative and visionary actors in the field of sustainable lifestyles are different from the mainstream actors, who should also be involved in change. This difference creates a risk of a chasm in the flow of adoption of new ideas. To build a global eco-community, a more sustainable lifestyle should become mainstream. In striving toward this, it is important to see that most people act as pragmatists in adopting new ideas and that communication between different actors influences how panarchic systems change.

 


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