People search widely for sustainability advice

Australia’s home renovators are typically using more than 50 media sources to research information about energy efficiency and sustainable living, according to a study by the Low Carbon Living Cooperative Research Centre.

It says the wide variety of media used suggests “no single channel, media format or type” can be considered critical when developing a media strategy for public awareness campaigns.

In an editorial outlining the findings, CRC chief executive Deo Prasad says the research shows that people have a “layered, plural media consumption” that includes online discussion forums and social media.