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As outlined in the previous sections, 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: \textit{Strategic communication and behaviour change}. Sustainable lifestyles, however, are a difficult subject. Amongst others, it involves people with a very low awareness for sustainability issues, people with intention-­behaviour 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 has been misused in the past by firms in their communication for solely commercial purposes.   \subsection{Research group summary}  The research activity of the group is linked to multiple disciplines such as communication sciences, psychology, health sciences, and behavioural economics. It aims at generating novel insights into effective communication strategies that successfully create change while avoiding defensive reactions. As such, the group tries to extend and improve society’s possibilities for dealing with problems in food, health and the living environment.  \subsection{Choice of research subject & group}  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: