This project showcases sustainable travel practices through a road trip from Turku, Finland, to Oslo, Norway, for the ISEE-Degrowth 2025 conference. The journey will be optimized for minimal environmental impact taking social dimensions into account. By integrating scientific research with real-world applications, we aim to showcase both the successes and challenges of sustainable travel solutions through an extensive social media campaign.

The primary objective is to develop and test sustainable travel practices that individuals and organizations can adopt in everyday life. The project raises awareness of the environmental impacts of travel and promotes degrowth-aligned alternatives. It explores how universities can support green travel options for researchers and personnel while positioning themselves as leaders and role models for the business sector.

The journey will be documented and the environmental impact will be assessed. Findings will be communicated through a social media campaign throughout the trip. Pre-trip communication will outline the academic research supporting the project, providing a theoretical foundation for the journey. Practical findings will be shared through social media stories during the journey. We aim to reflect the impact of green travel with local universities and organizations along the way. ISEE will also have the opportunity to share our experiences with joint publications.

A video and visual presentation will be prepared for the conference, summarizing the project and offering tangible insights into sustainable travel from organizational and individual perspectives.

This project aligns with the ISEE-Degrowth 2025 theme, “Building socially just postgrowth futures – linking theory and action,” by bridging the gap between research and practice. It also contributes to the conference’s goal of minimizing environmental impacts by demonstrating sustainable travel.

Our team consists of BIODIFUL communicators Hanna Oksanen and Lumi Aalto-Setälä. Hanna is a professional photographer and visual communication expert. Lumi is researching the theory-practice gap in environmental decision-making and has extensive experience in utilizing social media for organizational communication.

This contribution was presented in Special session 241: Bridging Theory and Practice: Communicating Degrowth and Postgrowth in Consumerist Cultures.