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Festivals are an important part of the music event industry, especially for young adults. But compared to the beginnings, their meanings have changed: Attendees want to celebrate without any compromises. However, today mankind is confronted with the greatest sustainability challenges, which are not satisfactorily tackled. Still, with a rising awareness of these issues, companies´ interest in including sustainability issues in their communications strategy has increased.
This study attempts to explore how a Sustainability Communication (SC) concept needs to be designed to reach fans of music festivals and influence them towards a more sustainable behaviour. For that purpose, it deals with sustainability management, background information about SC and the attendees´ needs. Moreover, it shows rays of hope for this issue in the festival landscape. Afterwards the results of a survey conducted among festival fans (more than 750 participants), examining their attitude regarding sustainability issues, were assessed.
This study aims to equip the reader with a thorough knowledge of the potential of Sustainability Communication within and through festivals, as well as give an insight into how a SC strategy must consider the needs of fans to realize a more sustainable event.

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Franziska Hillmer, M. A., was born in Freiberg in 1987. After finishing her bachelor´s degree in Business Management at Eberswalde University for Sustainable Development, she further developed her knowledge of sustainability and attained the master´s degree "Sustainability, Economics and Management" at Carl von Ossietzky University, Oldenburg. There, she specialized in Sustainability Communication. In the following years, she worked in a regional development project at Harz University of Applied Sciences, where sustainability communication was a significant part of her work. Today she is a business consultant, supporting entrepreneurs with the development and realisation of sustainable business concepts.

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