Future sustainability and images

Ambitions for sustainable development invariably lead to pondering the future, because sustainability issues require a future oriented transition of existing, unsustainable systems and practices. Working towards transition requires thorough experimentation with a broad range of innovation projects. However, in the public arena, many such projects are met with stereotypical images, which influence their innovative potential in often unpredictable ways. What is the role of multiple images in complex sustainable development issues, and what are promising approaches to deal with their associated problems? We report current insights from selected cases from TransForum, a large-scale innovation programme toward transition of Dutch agriculture. Our preliminary results show that that simple images can cause a disregard of complexity and that a negative societal image can stifle a project's innovative potential. Images need to me monitored and managed to increase the future potential of innovation projects. Visualisation techniques may foster taking complexity into account in an innovation project. Furthermore, increasing image awareness can help a project to adapt more effectively to existing societal discourses and the images embedded in them. Finally, fostering effective transition requires the creation of new, enticing, images, that do justice to the ambition for transition. (C) 2010 Elsevier Ltd. All rights reserved.