New industry tool for more responsible media and marketing decisions
As part of Hamburg Sustainability Week, experts from business, media and science developed the first Sustainable Media Development Goals Map
As part of Hamburg Sustainability Week, experts from business, media and science developed the first Sustainable Media Development Goals Map.
Hamburg, 20 July 2026. How can the conflict between efficient media budgeting and social responsibility be resolved? According to the World Economic Forum's Global Risks Report 2026, disinformation and social polarisation are among the greatest global risks – both of which are largely disseminated through media and communication. Responsible media use is therefore becoming a crucial lever, also for companies.
Against this backdrop, the topic of media and communication was on the agenda of Hamburg Sustainability Week for the first time. In a sustainability workshop organised by the IU Research Center for Sustainable Media & Marketing (RCSMM), experts from media, communication, and business brought together their perspectives.
Guidance for an industry that is looking for
For companies that use media to communicate with their target groups, the need for guidance to make more responsible decisions is growing. In a keynote address, Eva Nemela (member of the board of the Körber Foundation) highlighted the value of media and journalism for society. Further insights were provided by Prof. Dr Daniel Graewe (Academic Advisory Board IU RCSMM) and by media and advertising professionals from the IU RCSMM board (including NDR Media, Welect, radiozentrale, teads, RMS, 720Health, bvdw/OVK, GWA, iq digital).
Key result: the Sustainable Media Development Goals Map
The first Sustainable Media Development Goals Map was created during the workshop. It aims to help media users, policymakers, and businesses better understand the opportunities and risks of media consumption and to derive more responsible decisions and innovative content formats. The proposed solutions were presented that same evening in the Dome at the Rathausmarkt's Future Garden.
Prof. Dr Lisa-Charlotte Wolter will be happy to provide you with further information and interviews.
Contact
Prof. Dr Lisa Charlotte Wolter
Head of IU Research Center for Sustainable Media & Marketing
lisa-charlotte.wolter@iu.org
About the Research Center for Sustainable Media & Marketing (RCSMM) at IU International University of Applied Sciences
The IU Research Center for Sustainable Media & Marketing, with its interdisciplinary teams, researches and develops sustainable approaches to media and marketing management. This aims to create a foundation for more sustainable decisions in the practical application of media and communication. The Value Media Board promotes the systematic transfer of knowledge between academia and practice.
https://www.iu.de/en/research/projects/research-center-for-sustainable-media-marketing/
About Hamburg Sustainability Week
Hamburg Sustainability Week invites citizens and civil society actors to work together for a week on key challenges facing the city and to make sustainability issues tangible. The goal is to advance local transformation and develop new solutions for the SDGs. https://www.sustainability-conference.org/en/sustainability-week
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Contact
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IU International University of Applied Sciences Press Department |