D4.1: Report on Youth Motivation Strategies

The goal of this deliverable is to present a strategy for young people engagement with environmental issues via the STEP platform. The deliverable begins with a presentation of the key project’s objective to which this deliverable answers. It then goes on providing a definition of how the term “strategy” is used in this work, in particular focusing on the elements of a strategy as composed of a diagnosis of the situation and on the definition of a guiding policy for action. The deliverable then offers a diagnosis of the situation based an analysis of materials. For the diagnosis of the situation the deliverable considers three sets of material: relevant literature on youth motivation to engage with environmental issues; a re-analysis of data gathered via qualitative interviews (conducted for Task 2.2 of STEP) and the data gathered as outcome of a cultural probe specifically conducted as part of the activities of Task 4.1. In particular, the deliverable discusses key concepts related with young people engagement with the environment identifying the notion of action over that of attitude as a possible basis for building engagement for STEP. This concept is taken further in the deliverable via the re-analysis of interviews and with the analysis of the data coming from the cultural probe. The deliverable then concludes with a number of recommendations for action to be implemented during the pilot operations of STEP.