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\section{Strategic communication Wageningen} \subsection{Motivation}  I support the hypothesis that, in order to achieve sustainable development, technical innovations need to be accompanied by behavioural change. This dualism is dealt with by theme 2 of the COM research group. Sustainable lifestyles, however, are a difficult subject. Amongst others, it involves people with a very low awareness for sustainability issues, people with intention­behaviour gaps (e.g. failing to meet one’s own sustainability aspirations), or people who perceive sustainability primarily as a burden, thus not willing to commit deliberate efforts. Additionally, sustainability as a term and has been misused by firms in their communication for solely commercial purposes in the past. In this context, I would like to better understand the characteristics of effective communication strategies that can inspire 1 people for sustainable lifestyles, e.g. sufficiency. What type of feedbacks work best and provide positive stimuli while avoiding defensive reactions? For instance, what is the potential of smartphone technology and gamification to help people performing sustainable actions whilst receiving enjoyable reinforcements?   \subsection{Research group summary}  \subsection{Choice of research subject & group}