Research CenterResearch Center for
Sustainable Media & Marketing
Project description
Mission:
The mission of the IU Research Center for Sustainable Media & Marketing (RCSMM) and its collaborators is to contribute to the understanding of sustainable media and marketing ecosystems through innovative, evidence-based, and interdisciplinary research.
At the core of our work is the development of value-based concepts, models, and metrics that examine social and governance (ESG) considerations within the context of media and marketing value creation.
The center develops scientific foundations and practice-oriented tools that support responsible media and marketing practices. By providing evidence, measurement approaches, and actionable insights, we seek to inform decision-making across industry, media, policy, and society and to improve understanding of sustainability, societal well-being, and long-term value creation in media and economic contexts.
Vision:
Our vision is to contribute, through interdisciplinary research, to a deeper understanding of the role of media and marketing in sustainable societal development. Building on a Value Media Framework, we develop knowledge, models, and tools that support responsible decision-making in media, marketing, and communication while considering economic and societal perspectives.
Our research focuses on understanding value creation and value exchange among media organizations, audiences, advertisers, and society. We examine how media and marketing activities contribute to business performance, the value of media environments, and societal well-being.
Through this work, we provide evidence-based orientation for stakeholders across industry, media, policy, and civil society and contribute to the continued development of sustainable media and marketing practices.
Strategy and Initiatives
1. Value Media Framework
The center’s research is guided by a Value Media Framework that examines value creation and value exchange across the relationships between audiences, media organizations, advertisers, and society.
This perspective complements conventional media metrics by incorporating broader dimensions of value that influence the long-term value and sustainability of media ecosystems.
2. International Research Perspective
The center collaborates with researchers and practitioners across different regions and media systems, enabling comparative research across cultural, economic, and regulatory contexts.
This international perspective supports the development of concepts and measurement approaches that can be applied across diverse media markets.
3. Media, Society, and Sustainability
A particular focus of the center's work lies in understanding the relationship between media systems, societal well-being, and sustainability.
The research examines how media environments contribute to trust, information quality, inclusion, media literacy, and responsible communication practices, and how these factors relate to long-term value creation for individuals, organizations, and society.
Distinctive Approach and Global Perspective
1. Triadic Value Framework:
The value media framework proposed by the center is uniquely structured around a triadic approach, considering the interplay between individual consumers, media platforms, and societal impact. This comprehensive model goes beyond traditional metrics that focus narrowly on reach and financial returns.
2. Global Research and Application:
By conducting research and collaborating with practitioners across different regions (e.g., US, Asia, Europe), the center offers a global perspective on how media can drive sustainability. Our work spans various cultural and regulatory environments, providing scalable insights applicable across diverse media markets.
3. Focus on the "S" in ESG:
While much of the current focus in media sustainability is on environmental factors ("E"), the research center emphasizes the importance of the social ("S") dimension. We argue that media competence is increasingly central to addressing social equity, inclusivity, and transparency in media practices. The center uniquely positions itself to lead research on how ethical media practices—such as responsible content distribution—can enhance the social impact of media.
Relevance for ESG and Media Competencies
Media and marketing competencies play an increasingly important role in helping organizations navigate complex economic, societal, and sustainability-related challenges. Understanding the broader implications of media decisions has become essential in an environment characterized by digital/AI transformation, platformization, and increasing information complexity.
By providing evidence, measurement approaches, and practical frameworks, the center contributes to a better understanding of how media and marketing activities create value for organizations, audiences, media systems, and society.
Duration of the project
01.08.2024 – 31.10.2027
Value Media Board
Platform for Collaboration, Knowledge Transfer and Dialogue
Our Mission
We believe media can do more. It’s not just about maximising reach, but about creating real social impact. That’s why, with the Value Media Board, we are shaping responsible media planning that unites effectiveness with sustainability—empowering advertisers to generate true added value for people and society. We’re committed to building a media landscape that helps shape the future, not just sell it.
Value Media makes the difference.
Our Vision
We envision a media ecosystem in which effectiveness, responsibility, and long-term value creation are considered together in media and marketing decision-making.
Through collaboration between research, industry, media organizations, and other stakeholders, the Value Media Board supports the exchange of knowledge and perspectives needed to strengthen sustainable media ecosystems.
Further information
Chan-Olmsted, S., Meitz, T., Wolter, L.C., & Adam, E.D. (2024, Aug 12-18). Sustainable Media Planning through Value Media [Accepted conference contribution]. AMA Conference [American Association of Marketing], Boston, US.
Hansen, N., Wolter, L.C., Huber, B., & Levasier, J. (2024, June 6-8). News Media in an AI-based environment – Determining the trustworthiness and authenticity of sources and news media [accepted as conference presentation abstract]. EMMA (European Media Management Association Conference), Leeuwarden, The Netherlands.
Wolter, L.C., & Adam, E.D. (2024, May 28-31). Value Media: Exploring a New Concept for Ethical and Sustainable Marketing Practice [accepted Conference presentation abstract]. EMAC (European Marketing Association Annual Conference), Bucharest, Romania.
Wolter, L.-C., Chan-Olmsted, S. M., & Meitz, T. (2025, February 14-16). The Value Media Approach in Service of Nature and Humanity: Integrating Value Triality for Sustainable Marketing and Media Planning [Accepted conference contribution]. AMA Conference [American Association of Marketing], Phoenix, US
Chan-Olmsted, Sylvia M.; Wolter, Lisa-Charlotte; Meitz, Tino Georg Konrad; Adam, Elisa Dorothee (2024) : Conceptualizing value: Media definition, dimensions and metric recommendations, IU Discussion Papers - Marketing & Kommunikation, No. 4 (Juni 2024), IU Internationale Hochschule, Erfurt: https://www.econstor.eu/bitstream/10419/300236/1/1894413245.pdf
Consortium On Trust In Media And Technology
Wolter, L.-C. (2025). Value Media ist keine Antwort, sondern eine Einladung . absatzwirtschaft. https://www.absatzwirtschaft.de/value-media-ist-keine-antwort-sondern-eine-einladung-268302/[DN1]
Meitz, T. G. K., Wolter, L.-C., & Diekkamp, N. (2025). Soziale Nachhaltigkeit im Rahmen der Mediaplanung: Zwischen Marktbedürfnissen und europäischer Regulierung. Transfer: Zeitschrift Für Kommunikation & Markenmanagement, 71(2), 42–46.
Wolter, L.-C. & Meitz, T. (2025). Value Media: Nachhaltige Strategien für die Medien- und Werbewirtschaft. in Medienhandbuch Österreich 2024/25.
Čaičics, A. (2025). IU Group Sustainability And Social Impact Report. S. 33-35. https://sustainability.iu-group.com/#reports
Wolter, L.-C. (2025). Wenn Medien überlasten. absatzwirtschaft. https://www.absatzwirtschaft.de/wenn-medien-ueberlasten-271099/
Präsentation des Value Media Projekts auf der International Conference on Cultural and Entertainment Industry in Seoul, Südkorea https://swb.skku.edu/gcclab/faculty2.do
BVDW. (2025). Value Media: Wirkung & Verantwortung – ein Framework für nachhaltige Perspektiven in der Mediaplanung. https://www.bvdw.org/wp-content/uploads/2025/08/2025_Value_Media_Playbook_IU_RCSMM.pdf
Wolter, L.-C., Diekkamp, N., Böhlke, R. & Erdmann, N. (2025) Wirkung steuern, Verantwortung übernehmen: Value-basierte Mediaplanung zwischen Content, Kontext und KI. Roboter werden oder Mensch bleiben – Wie wir unsere mentale Gesundheit in Zeiten von KI und New Work bewahren können.
Prof. Dr. Lisa-Charlotte Wolter, lisa-charlotte.wolter@iu.org
Professorin für Online Marketing & Medien
Prof. Dr. Sylvia Chan-Olmsted, Chanolmsted@jou.ufl.edu
Professorin und Director of Media Consumer Research am College of Journalism and Communication der University of Florida
Prof. Dr. Peter Kenning, marketing@hhu.de
Inhaber des Lehrstuhls für BWL, insb. Marketing an der Heinrich-Heine-Universität Düsseldorf
PD Dr. habil. Tino G. K. Meitz, tino.meitz@uni-muenster.de
Associate Professor Universität Münster (Institut für Kommunikationswissenschaft)
Prof. Dr. Daniel Graewe, LL.M., daniel.graewe@martius-partner.com
Professor am Institut für angewandtes Wirtschaftsrecht (WIRE)
Prof. Dr. Dirk Stöppel, dirk.stoeppel@iu.org
Professor für Finance & Accounting und Economics & Logistics
Prof. Dr. Julia Lackmann, julia.lackmann@w-hs.de
Professorin für BWL, insb. Rechnungswesen und Nachhaltigkeitsberichterstattung an der Westfälischen Hochschule
Prof. Dr. Karsten Hurrelmann, karsten.hurrelmann@iu.org
Professor für Nachhaltiges Management
What is the mission of the global network?
RCSMM global network is dedicated to advancing impactful insight and practices relevant to sustainability in the context of media and marketing through research, advocacy, education, and outreach collaboration on a global scale. The vision is to create an internationally connected network where industry leaders, researchers, and advocates work together to integrate sustainability principles into media and marketing decisions, thus fostering innovation, accountability, and long-term societal benefits. The exchange of ideas and sharing of experiences/learning among the global partners will amplify the adoption and impacts of sustainable media and marketing practices.
What are some potential partner activities?
We envision collaborative activities in some of these areas:
Research: empirical studies that examine the applicability of value media metrics in different regional settings; collaborative research projects that investigate the strategies of incorporating sustainability in various media ecosystems.
Advocacy: advocacy (e.g., community engagement, public awareness, and policy advocacy) of the value media framework and/or other similar sustainable media practices that encourage practitioners to adopt a triadic value approach, normalizing the interplay of consumers, media platforms, and societal impact in their decision-making.
Outreach: closely linked to advocacy activities, partners of the global network will aid in connecting with industry practitioners for relevant workshops, skill-sharing, exchange of experiences/learning, and pragmatic measurement tools, thus promoting an industry-wide adoption of sustainable practices and standards.
Education: in a more formal setting, create mutual learning opportunities in areas of metrics, strategies, and social impacts through conferences and other academic activities.
How Can I Get Involved?
The RCSMM Global Network thrives on collaboration and shared expertise. We welcome researchers, industry leaders, media practitioners, and sustainability advocates to contribute to our mission of integrating sustainability principles into media and marketing. Whether you bring academic insights, industry experience, or innovative perspectives, your contribution can help shape the future of sustainable media practices.
If you or your institution would like to get involved, please submit a 250-word abstract outlining:
Your area of expertise and how it aligns with Value Media principles
Potential research, advocacy, or outreach contributions
Ideas for collaborative projects or educational initiatives
Send your submission to sylvia.chan-olmsted.ext@iu.org and lisa-charlotte.wolter@iu.org, and let’s work together towards a more sustainable and impactful media ecosystem!
Mediales Echo:
ESG-Kriterien: Wie bewertet man den gesellschaftlichen Wert von Medien?(HORIZONT)
Chronisch Digital – S4E4: Road to DMEXCO – Value Media (BVDW)
Einser: Der Zusammenhang von Public Value und Media Value (W&V)
IU Research Center eröffnet mit nachhaltigem Medien- und Marketing-Event in Hamburg (fernstudi.net)
Value Media: "Wir prokrastinieren uns an dem eigentlich relevanten Thema vorbei" (HORIZONT)
IU RCSMM – Knowledge Empowerment für verantwortungsvolles Marketing- & Medienmanagement (FACHFRAGEN)
Value Media ist keine Antwort, sondern eine Einladung (absatzwirtschaft)
Awards, accreditations and certifications
