**7.5. About hope**

Lack of hope is a serious obstacle on the way to sustainability. On the other hand, collective hope may have a strong force. Both concepts and rhetoric are good helpers in creating hope.

Certain concepts should be used actively to create hope, by showing possibilities. Several ecoconcepts have this function, as eco-policy, eco-friendly products, and eco-efficiency. In Norway, companies, institutions, schools, etc. which change their practice in a sustainable way, may achieve a diploma for being "environmental lighthouses", by which others can navigate. Fortunately, there are several win-win situations towards sustainability, for instance, reduced costs by conscious energy saving. Another approach is reducing waste, and by regarding the remaining waste as a resource. Re-use following the principle "from cradle to cradle" is a promising principle.

There is a special challenge to develop a strong rhetoric of hope – and to practice such rhetoric. However, constructive hope depends on visions about possibilites. The following formulation is good rhetoric: "If you are part of the problem, you are part of the solution". Here, facts, obligations and hope are signalised in one package. The formulation calls for cooperation, and opens a door for change.
