In the face of the complexity and the urgency of the sustainability challenge, communication of sustainability to the public to motivate behaviour change is found to be an urgent concern. Communication based on appealing to the values of the audience is particularly powerful in addressing social and ecological concerns. Previous research has shown that there is a positive correlation between appealing to intrinsic values and motivation for sustainable behaviours, as opposed to activation of extrinsic values which might lead to the counter outcome. This research seeks to investigate how values-based communication for sustainability can be applied strategically within the third sector based on the activation of intrinsic values. The Framework for Strategic Sustainable Development (FSSD) was used as a conceptual frame to enhance the contextualization of the topic and analyse the findings. Ten interviews were conducted with experts and practitioners in the field, aiming to capture the current application of the concept, the enablers, and barriers for implementing it as well as potential key factors for a successful and strategic practice of values-based communication. Interview findings indicated that a strategic approach is lacking when values-based communication is applied. Based on these findings, a set of recommendations were developed with the intention of serving practitioners and experts in the field. The primary aim of this study is to contribute to the enhancement of the strategic application of values-based communication for sustainability.

In this thesis it is discussed how values-based communication for sustainability can be applied strategically within the third sector, based on the activation of intrinsic values. Based on theoretical ground as well as the conducted research results a set of recommendations were developed with the intention of serving practitioners and experts in the field. The primary aim of this study is to contribute to enhancing the strategic application of values-based communication for sustainability.