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>>>>>>>>>>>>>>>>>>>>>>>>>>What does Ecotainment mean ?

Ecotainmen (ecotainment) is a fusion of the two terms ecology and entertainment. Behind this term is a well thought-out marketing strategy based on an emotional communication concept, which is primarily used for the effective dissemination of ecologically relevant content and products. Basically, it is about an entertaining presentation of ecological facts, with which emotionally coloured messages are to be taken up or conveyed in order to promote sustainable consumer behaviour.

Ecotainment is intended to encourage consumers to adopt environmentally friendly behaviour.

History of the development of Ecotainments

The term “ecotainment” was first mentioned in 1999 by Martin Lichtl. At that time, he wanted to combine sustainability and environmental protection with positive emotions. The marketing strategy primarily appeals to consumption-oriented consumers who express only a slight interest in ecological aspects. However, in order to gain the attention of such a target group despite the clearly existing lack of interest, ecotainment completely dispenses with argumentative communication.

What are the objectives of the strategy?

Ecotainment pursues the goal of focusing strongly on those consumers and influencing their behaviour who are still in the so-called “product use period”. In this process, the usual marketing strategies are not displaced, but rather supported by this approach. With ecotainment, no facts are communicated, but it primarily serves to convey emotionally coloured messages.

In which areas is ecotainment used?

As we already mentioned in the paragraph above, Ecotainment is located between edutainment and infotainment. With the help of ecotainment, issues and information in environmental education, environmental marketing and mass media are presented in an easily understandable and entertaining way. In some cases, interactive and multimedia content is combined in order to reach the target groups more effectively.

An excellent example of this is the ecotainment column by German journalist Martin Unfried. Other areas of application are computer games and interactive online games that can be played via the World Wide Web. Prominent examples are the two British online-based computer games “A World without Oil” and “Fate oft he World”.

A brief summary of common areas of use:

  • Environmental education
  • Environmental marketing
  • Interactive computer games
  • Online based games

Ecotainment Index

The aim of ecotainment is to reach people who have not previously been interested in topics relating to sustainability and the environment. In order to be able to classify contributions in magazines and TV in terms of their emotional and cognitive impact, marketing experts have developed the so-called “ecotainment index”.

The following aspects can be determined and measured with it:

  • Is content also created for dispersed consumers?
  • How do recipients respond emotionally and cognitively?
  • Does the content contain the sufficient amount of topics about environment and sustainability?


Ecotainment is a thoroughly sensible marketing strategy for bringing the topics of environmental awareness and sustainability closer to consumers.

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