Feb 20 2023 50 mins
Football fan culture is a highly coveted commodity to many businesses who look to use the spectacle of the game and the love for teams to promote the consumption of their products. But what if this culture was leveraged for more positive outcomes?
Jenny Amann, a PhD student at the University of Brighton, recently co-authored a paper with an international expert on fan culture, Mark Doidge. In it, they present their research on how we might mobilise the collective behaviour of sports fans to help tackle climate change.
Jenny joins us today to summarise this absorbing research and establishes its goal, which is to instigate structural change and not merely small changes in behaviour. Building on this, she highlights the need for more authentic forms of climate communication, custom designed for groups that are not already engaged on the issues. We end with a discussion on the many contradictions embedded within the more ‘corporate’ understanding of sustainability.
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