Articles
Positive Social Transformation: An Idea Whose Time Has Come
January 28, 2025, Novi Sad, Serbia, Nataša Heror
I’ve been thinking for days about how to start. The best way is from the beginning.
When I was first invited to join an online event of Ecocivilization in the autumn of 2020, it became clear
to me that I wanted to be a part of building this movement.
How? I had no idea.
Everything felt so logical, noble, and a little utopian. A defining feature of Ecocivilization is that those who resonate with the idea really like it, but they can’t quite explain what it’s about, including myself.
For three whole years, I’ve been observing and thinking about what Serbia can offer the world without feeling embarrassed.
My intuitive understanding has never wavered: the time for positive social transformation has come.
I’ll quote Hugo: “Nothing is stronger than an idea whose time has come.”
With great pride, I am speaking from Serbia, where something entirely new is being born we are witnessing a social process led by students.
To understand this process, let me provide some context: on November 1, 2024, a tragedy occurred at the Novi Sad railway station when 15 people lost their lives due to a canopy collapse.
It’s important to note that the station had been recently renovated and opened to the public only a few months before the tragedy.
Corruption and incompetence led to this horrific event. Since that day, nothing has been the same in Serbia. Protests have been organized daily, with moments of silence at 11:52 AM—the time of the tragedy.
At the end of November 2024, university student’s protests began. Soon, high school students joined in.
Don’t forget, Christmas and New Year’s came, followed by the winter break. The protests didn’t stop; in fact, the new semester didn’t start on time in primary schools, and some didn’t start at all.
International context: neither Western nor Eastern politicians are supporting the citizens of Serbia. We are finally cleaning up our own backyard.
So, what’s new about the social movement led by young people? They don’t have a leader. Decisions are made by direct voting during plenums, with good manners, intelligence, and education taking center stage. They communicate through silence, well-founded statements, and fantastic humor on their protest banners. They are doing things differently from previous generations that had the chance to confront authoritarian regimes.
As a result, our society will have different outcomes. They’ve turned the game around. The rhizomatic approach that Ecocivilization carries within it is crucial for designing new relationships, which are the most important task in creating a sustainable present and future.
P.S. While writing this, I listened to Dvořák’s Symphonie No 9 “Du Nouveau Monde” and the Government of the Republic of Serbia fell.
How? I had no idea.
Everything felt so logical, noble, and a little utopian. A defining feature of Ecocivilization is that those who resonate with the idea really like it, but they can’t quite explain what it’s about, including myself.
For three whole years, I’ve been observing and thinking about what Serbia can offer the world without feeling embarrassed.
My intuitive understanding has never wavered: the time for positive social transformation has come.
I’ll quote Hugo: “Nothing is stronger than an idea whose time has come.”
With great pride, I am speaking from Serbia, where something entirely new is being born we are witnessing a social process led by students.
To understand this process, let me provide some context: on November 1, 2024, a tragedy occurred at the Novi Sad railway station when 15 people lost their lives due to a canopy collapse.
It’s important to note that the station had been recently renovated and opened to the public only a few months before the tragedy.
Corruption and incompetence led to this horrific event. Since that day, nothing has been the same in Serbia. Protests have been organized daily, with moments of silence at 11:52 AM—the time of the tragedy.
At the end of November 2024, university student’s protests began. Soon, high school students joined in.
Don’t forget, Christmas and New Year’s came, followed by the winter break. The protests didn’t stop; in fact, the new semester didn’t start on time in primary schools, and some didn’t start at all.
International context: neither Western nor Eastern politicians are supporting the citizens of Serbia. We are finally cleaning up our own backyard.
So, what’s new about the social movement led by young people? They don’t have a leader. Decisions are made by direct voting during plenums, with good manners, intelligence, and education taking center stage. They communicate through silence, well-founded statements, and fantastic humor on their protest banners. They are doing things differently from previous generations that had the chance to confront authoritarian regimes.
As a result, our society will have different outcomes. They’ve turned the game around. The rhizomatic approach that Ecocivilization carries within it is crucial for designing new relationships, which are the most important task in creating a sustainable present and future.
P.S. While writing this, I listened to Dvořák’s Symphonie No 9 “Du Nouveau Monde” and the Government of the Republic of Serbia fell.
Description: The photo was taken on January 27, 2025, during the 24-hour blockade of Autokomanda in
Belgrade, Serbia. Photo: Luka Stojković
Because we care: Sustainability through small everyday decisions
February 28, 2025, Novi Sad, Serbia, Majda Adlešić
“Humanity is
demonstrating a willingness to restore civilization’s strength while also preserving the planet’s.”
I lived a nomadic life for a long time. This means traveling with minimal budget resources, movement that builds relationships, gets to know people, landscapes and cultures, developing daily needs in a limited space. That experience brought me a lot of knowledge and values.
First of all, we really don’t need much to be satisfied and happy. We live in a very beautiful, rich and inspiring part of the planet. I’m not sure that we always eat, drink or wear what we like, it’s imposed by consumerism. I have often wondered in recent years, exactly during those travels, where did this world go?
How will our wonderful Planet, which we so tirelessly pollute and consume its resources beyond all borders, withstand this. What will happen to many peoples, cultures and their heritage. How can people still live alienated from each other, without hugs, trust, solidarity, smiles.
Movement is an essential part of our existence.
But then, movement stopped—we all remember what 2020 looked like. That year, I had to shift from my nomadic lifestyle to adapting to everyday life in one place. I began to notice different behaviors and emerging needs—people’s fear of material scarcity, the limitation of their usual movements, and restrictions on their freedom. All these reactions were completely justified—every departure from the familiar is painful.
Searching for answers, I started developing my entrepreneurial idea. A fairer society is built on both individual and collective responsibility for change. Personal responsibility and action are often the first steps toward transformation, but they are not enough on their own. My intention has always been to share what I do for myself with others, giving them opportunities to take action.
The core goal of this entrepreneurial venture is sustainability through small everyday decisions. I launched educational programs on self-sufficient food production and a zero-waste lifestyle. The aim is to encourage people to analyze and rethink their behaviors concerning nature, food, vegetable growing, waste, consumer habits, and clothing. Additionally, participants develop new forms of social interaction that even have a therapeutic effect, fostering connections with nature and each other. Everything is based on ecological and sustainable principles—respecting natural laws and rhythms and restoring coexistence with nature rather than exerting ego-driven dominance over it. This has simply become my way of life and activism.
Some time after that, I encountered a new idea that was already gaining global momentum—Ecocivilization. I realized that my thoughts and entrepreneurial story resonated with the values of this movement. This confirmed that we were all heading toward a moment where humanity and the planet would require ”renovation”. I didn’t stop developing my ideas, and Ecocivilization has since evolved into a global movement spanning over 50 countries. Since October, I have been part of the Ecocivilization initiative in Serbia.
My answers and solutions are, in fact, a reminder of the habits we once lived by before we were overwhelmed by consumerism. This means I carefully consider the consequences of every action, especially regarding purchasing and waste generation, resource consumption, water usage, food production, and its further treatment.
Even in my own home, we follow the principles of a circular economy. We started with composting (so that plant waste no longer ends up in landfills), separating waste for recycling, growing our own vegetables (eliminating packaging waste), repurposing food surpluses instead of discarding them, collecting used oil for soap and candle making, and donating, recycling, and redesigning textiles. Everything in human life is mathematics and economics—from the moment we wake up and engage in our morning routines, we consume resources, materials, and time. Only by learning to manage these wisely and reintegrating everything through circular economy principles can we restore balance and improve both ourselves and our environment.
This is precisely what Ecocivilization advocates. I must also reflect on the most current events in our everyday lives. In recent months, we have been experiencing some of the answers to the questions I asked at the beginning. Humanity is demonstrating a willingness to restore civilization’s strength while also preserving the planet’s resources.
The world as we know it is ceasing to exist, and a new era is emerging. In Serbia, this awakening has been deeply painful, unfolding through a complex transformative process. Every metamorphosis is like that. Many young, educated persons are using their knowledge and skills to create a new national frequency through daily movement. They organize protests and blockades, run, walk, and connect cities, towns, villages, and hamlets—carrying information just like neurons in our bodies or rhizomes in the plant world.
People welcome them with open arms and hearts, with smiles. They offer them local food and drinks, share their homes, clothes, and shoes. As they move, these young people collect waste without considering who left it there and offer help in various ways. By doing so, they connect local communities and bring light to places far from major roads.
Through sustainable movement, they are building a sustainable identity—one that aligns with the values of a regenerative civilization rather than just traditional concepts of national identity. They show that they care; they are compassionate, considerate, supportive, well-mannered, and cultured.
Where will this lead us? Only time will tell—and I look forward to it every single day.
I lived a nomadic life for a long time. This means traveling with minimal budget resources, movement that builds relationships, gets to know people, landscapes and cultures, developing daily needs in a limited space. That experience brought me a lot of knowledge and values.
First of all, we really don’t need much to be satisfied and happy. We live in a very beautiful, rich and inspiring part of the planet. I’m not sure that we always eat, drink or wear what we like, it’s imposed by consumerism. I have often wondered in recent years, exactly during those travels, where did this world go?
How will our wonderful Planet, which we so tirelessly pollute and consume its resources beyond all borders, withstand this. What will happen to many peoples, cultures and their heritage. How can people still live alienated from each other, without hugs, trust, solidarity, smiles.
Movement is an essential part of our existence.
But then, movement stopped—we all remember what 2020 looked like. That year, I had to shift from my nomadic lifestyle to adapting to everyday life in one place. I began to notice different behaviors and emerging needs—people’s fear of material scarcity, the limitation of their usual movements, and restrictions on their freedom. All these reactions were completely justified—every departure from the familiar is painful.
Searching for answers, I started developing my entrepreneurial idea. A fairer society is built on both individual and collective responsibility for change. Personal responsibility and action are often the first steps toward transformation, but they are not enough on their own. My intention has always been to share what I do for myself with others, giving them opportunities to take action.
The core goal of this entrepreneurial venture is sustainability through small everyday decisions. I launched educational programs on self-sufficient food production and a zero-waste lifestyle. The aim is to encourage people to analyze and rethink their behaviors concerning nature, food, vegetable growing, waste, consumer habits, and clothing. Additionally, participants develop new forms of social interaction that even have a therapeutic effect, fostering connections with nature and each other. Everything is based on ecological and sustainable principles—respecting natural laws and rhythms and restoring coexistence with nature rather than exerting ego-driven dominance over it. This has simply become my way of life and activism.
Some time after that, I encountered a new idea that was already gaining global momentum—Ecocivilization. I realized that my thoughts and entrepreneurial story resonated with the values of this movement. This confirmed that we were all heading toward a moment where humanity and the planet would require ”renovation”. I didn’t stop developing my ideas, and Ecocivilization has since evolved into a global movement spanning over 50 countries. Since October, I have been part of the Ecocivilization initiative in Serbia.
My answers and solutions are, in fact, a reminder of the habits we once lived by before we were overwhelmed by consumerism. This means I carefully consider the consequences of every action, especially regarding purchasing and waste generation, resource consumption, water usage, food production, and its further treatment.
Even in my own home, we follow the principles of a circular economy. We started with composting (so that plant waste no longer ends up in landfills), separating waste for recycling, growing our own vegetables (eliminating packaging waste), repurposing food surpluses instead of discarding them, collecting used oil for soap and candle making, and donating, recycling, and redesigning textiles. Everything in human life is mathematics and economics—from the moment we wake up and engage in our morning routines, we consume resources, materials, and time. Only by learning to manage these wisely and reintegrating everything through circular economy principles can we restore balance and improve both ourselves and our environment.
This is precisely what Ecocivilization advocates. I must also reflect on the most current events in our everyday lives. In recent months, we have been experiencing some of the answers to the questions I asked at the beginning. Humanity is demonstrating a willingness to restore civilization’s strength while also preserving the planet’s resources.
The world as we know it is ceasing to exist, and a new era is emerging. In Serbia, this awakening has been deeply painful, unfolding through a complex transformative process. Every metamorphosis is like that. Many young, educated persons are using their knowledge and skills to create a new national frequency through daily movement. They organize protests and blockades, run, walk, and connect cities, towns, villages, and hamlets—carrying information just like neurons in our bodies or rhizomes in the plant world.
People welcome them with open arms and hearts, with smiles. They offer them local food and drinks, share their homes, clothes, and shoes. As they move, these young people collect waste without considering who left it there and offer help in various ways. By doing so, they connect local communities and bring light to places far from major roads.
Through sustainable movement, they are building a sustainable identity—one that aligns with the values of a regenerative civilization rather than just traditional concepts of national identity. They show that they care; they are compassionate, considerate, supportive, well-mannered, and cultured.
Where will this lead us? Only time will tell—and I look forward to it every single day.
Description: The author of the photo is Gavrilo Andrić, the photo was taken in Eastern Serbia between Bor and Zaječar during the students’ hike to Niš. On March 1st, a protest meeting with blockades will be organized in Nis as a call to fulfill the demands of the students after the fall of the canopy in Novi Sad, when 15 people and children died and two are in serious condition. Through protests, students demand the establishment of institutions, the fight against corruption and crime, and the building of a just, honest and dignified society in Serbia.
Waste-Free Communication – What Is It?
March 29, 2025, Novi Sad, Serbia, Branislava Simović
Or, how ecology and communication go hand in hand.
At first glance, the connection between communication and waste might seem unusual.
But if we pause and think, the logic becomes clear. The foundation of waste-free communication is the zero waste philosophy, which means striving to reduce harmful consequences. Starting to get some ideas? But how does communication leave a trace of harmful consequences? What are those consequences, and how can we minimize their impact?
Let’s Start from the Beginning First, what does ecology teach us?
It teaches us to use resources consciously and responsibly, to protect natural wealth, and to think about the bigger picture.
It encourages us to question every action we take and its impact on nature and the world around us. It teaches us about unity, cooperation, and the understanding that we should not see the world solely from our own perspective but be aware of others as well. Awareness of our role and impact in the community – whether it's our family, workplace, building, street, neighborhood, city, surrounding area, country, region, or even the planet – is also ecology.
How Do We Actually Communicate?
Although we were taught to speak as children, few of us learned the actual skill of communication within our families. If we look back at our childhood, we can recall how the adults spoke to us. If we’re honest, we’ll recognize that we have adopted their patterns. We’ll hear ourselves saying the same sentences our parents or other adults we grew up with used to say.
Did we like hearing them? Sometimes yes, sometimes not so much. Are we happy when we hear ourselves repeating them? Sometimes yes, sometimes not. Those sentences were passed down from their parents or other significant adults.
If we accept this as reality – since just as we had no one to teach us, neither did those who raised us – it will be much easier to move forward.
What Are the Harmful Consequences of Our Communication?
An offended colleague, a confused neighbor, an unsatisfied client, an angry friend, wrong decisions, unmet goals, missed opportunities. Frustration, anger, sadness, and eventually physical manifestations – arrhythmia, high blood pressure, stomach pain… the list goes on. We have all experienced the consequences of harmful conversations at some point.
Just as we globally face the consequences of irresponsible waste management and seek solutions to consumerism-related problems – such as air and water pollution, species extinction, and environmental degradation – we can also approach cleaning up and changing our habits in human relationships and communication.
What’s Next?
In my opinion, the simplest way forward is to follow these two key Ecocivilization goals for 2025:
– Dare to go beyond
– Imagine and practice
How do you imagine an ideal world around you? What kind of relationships do you wish to have with others? How do you picture a meaningful dialogue?
When you:
– Become aware of yourself and your conversation partners,
– Take responsibility for your words,
– Carefully choose words to express what you truly mean,
you are already on the right path. You are stepping beyond old habits, questioning them, and beginning to practice a new, conscious way of building relationships with others.
Waste-free communication connects people, fosters trust, and creates strong bonds.
A Step Toward a Better World
As part of the Ecocivilization movement in 2025, we are focusing on two key themes to make the world a better place and help overcome the challenges our civilization faces:
– Leadership in a Changing World
– Mental Health
In Eco-Civilization Serbia, we believe that healthy dialogue is essential for overcoming challenges—not just for today's leaders but for all of us.
Through education on waste-free communication, we develop our own skills and support those who join us in creating new paradigms. This is not just a story – it’s a call for change. Soon, the Waste-Free Communication program will begin, organized by Ecocivilization Serbia.
Join us and be part of the solution!
At first glance, the connection between communication and waste might seem unusual.
But if we pause and think, the logic becomes clear. The foundation of waste-free communication is the zero waste philosophy, which means striving to reduce harmful consequences. Starting to get some ideas? But how does communication leave a trace of harmful consequences? What are those consequences, and how can we minimize their impact?
Let’s Start from the Beginning First, what does ecology teach us?
It teaches us to use resources consciously and responsibly, to protect natural wealth, and to think about the bigger picture.
It encourages us to question every action we take and its impact on nature and the world around us. It teaches us about unity, cooperation, and the understanding that we should not see the world solely from our own perspective but be aware of others as well. Awareness of our role and impact in the community – whether it's our family, workplace, building, street, neighborhood, city, surrounding area, country, region, or even the planet – is also ecology.
How Do We Actually Communicate?
Although we were taught to speak as children, few of us learned the actual skill of communication within our families. If we look back at our childhood, we can recall how the adults spoke to us. If we’re honest, we’ll recognize that we have adopted their patterns. We’ll hear ourselves saying the same sentences our parents or other adults we grew up with used to say.
Did we like hearing them? Sometimes yes, sometimes not so much. Are we happy when we hear ourselves repeating them? Sometimes yes, sometimes not. Those sentences were passed down from their parents or other significant adults.
If we accept this as reality – since just as we had no one to teach us, neither did those who raised us – it will be much easier to move forward.
What Are the Harmful Consequences of Our Communication?
An offended colleague, a confused neighbor, an unsatisfied client, an angry friend, wrong decisions, unmet goals, missed opportunities. Frustration, anger, sadness, and eventually physical manifestations – arrhythmia, high blood pressure, stomach pain… the list goes on. We have all experienced the consequences of harmful conversations at some point.
Just as we globally face the consequences of irresponsible waste management and seek solutions to consumerism-related problems – such as air and water pollution, species extinction, and environmental degradation – we can also approach cleaning up and changing our habits in human relationships and communication.
What’s Next?
In my opinion, the simplest way forward is to follow these two key Ecocivilization goals for 2025:
– Dare to go beyond
– Imagine and practice
How do you imagine an ideal world around you? What kind of relationships do you wish to have with others? How do you picture a meaningful dialogue?
When you:
– Become aware of yourself and your conversation partners,
– Take responsibility for your words,
– Carefully choose words to express what you truly mean,
you are already on the right path. You are stepping beyond old habits, questioning them, and beginning to practice a new, conscious way of building relationships with others.
Waste-free communication connects people, fosters trust, and creates strong bonds.
A Step Toward a Better World
As part of the Ecocivilization movement in 2025, we are focusing on two key themes to make the world a better place and help overcome the challenges our civilization faces:
– Leadership in a Changing World
– Mental Health
In Eco-Civilization Serbia, we believe that healthy dialogue is essential for overcoming challenges—not just for today's leaders but for all of us.
Through education on waste-free communication, we develop our own skills and support those who join us in creating new paradigms. This is not just a story – it’s a call for change. Soon, the Waste-Free Communication program will begin, organized by Ecocivilization Serbia.
Join us and be part of the solution!
Description: The illustration is a photo of our Majda Adlešić who traveled to Podgorica on March 25 to the conference “Support and promotion of regional activities of the civil society in the Western Balkans”
Virtual Ecocivilization: The Impact of Social Media and AI on Personal Relationships
April 27, 2025, Novi Sad, Serbia, Aradi Sonja Šara
Social media create a web through the entire society and thus connect us. On the
other hand, artificial intelligence (AI) offers significant advantages as a tool to perform
tasks more efficiently, but at the same time poses a much greater threat to
individuals.
Social media and AI, especially in a team, have enormous power that can very easily put us in a position where our real self gets lost in our virtual self. Virtual reality By its primary function, social media is a place where the whole world comes together, allowing friends who live far away from each other to stay in touch or simply share aspects of their lives with others.
These platforms have developed so much in the past few years that they have greatly exceeded their original goal by creating a civilization for themselves, their culture, their way of behaving and, like any other civilization, they have created their own way of communicating.
Although communication is mostly in English, a specific jargon of social media has developed, which is understood only by people who spend a lot of their time on one of the platforms, that is, on social media. These jargons can be explained to some extent, but the essence often comes down to the phrase "you had to be there" in order to fully understand that simple word that has an unexpectedly complex background behind it.
Virtual friends and unconditional support On one hand we have social media that provides us with a visual representation of the virtual and real world and the ability to communicate with anyone in the world. On the other hand, there is AI that is increasingly taking on the role of a "friend".
What do I mean by that? AI is a tool that was first used as an aid in writing essays, research, that is, it served as a tool for the most efficient execution of tasks, and it is still used to the greatest extent for these purposes. We are witnessing a global trend, although still in its early faze, it should not be ignored: people use AI for personal advice, for opinion, in short as a pen pal. Is it because they feel that AI won't judge or do they simply need an objective opinion? I would say the answer is a combination of both. AI represents a safe space where we can express our authentic self, without judgment, but also receive objective feedback on a given topic.
At first glance a virtual friend sounds like a dream, but its flaw is very obvious: it doesn't exist in the real world. Excessive use of AI in the context of a friend will inevitably lead to people closing in a "bubble" of some sort, which would be extremely difficult to pop.
A world without borders – Our fight knows no borders, biking to Strasbourg! Social media and AI allow us to travel the world without having to leave our city, the whole world is available to us with one click. Apart from visual travel, social media enables the travel of information on another level. We have been aware for a long time that each individual represents a medium for themselfs, their followers and, if they allow it, for the wider public. We are witnessing the student movement in Serbia, which managed to gather people in record time, who are ready to fight for their rights, for the government to take accountability and for the state institutions to follow the rule of law, with just one post on social media.
The best example of this is the already well-known tour to Strasbourg, which was realized in a little more than two weeks after the initial idea. They announced the call for participation on March 29, 2025, the test drive was scheduled for March 31, 2025, and already on April 3, 2025, eighty brave heroes and heroines where on two wheels to Strasbourg.
Not just quickly, but very quickly and surely, people all over Europe had the opportunity to hear about Serbian students and their demands. This is the other, definitely better side of social media, which allows such accomplishments to be realized and heard in the shortest possible time.
Social media and AI, especially in a team, have enormous power that can very easily put us in a position where our real self gets lost in our virtual self. Virtual reality By its primary function, social media is a place where the whole world comes together, allowing friends who live far away from each other to stay in touch or simply share aspects of their lives with others.
These platforms have developed so much in the past few years that they have greatly exceeded their original goal by creating a civilization for themselves, their culture, their way of behaving and, like any other civilization, they have created their own way of communicating.
Although communication is mostly in English, a specific jargon of social media has developed, which is understood only by people who spend a lot of their time on one of the platforms, that is, on social media. These jargons can be explained to some extent, but the essence often comes down to the phrase "you had to be there" in order to fully understand that simple word that has an unexpectedly complex background behind it.
Virtual friends and unconditional support On one hand we have social media that provides us with a visual representation of the virtual and real world and the ability to communicate with anyone in the world. On the other hand, there is AI that is increasingly taking on the role of a "friend".
What do I mean by that? AI is a tool that was first used as an aid in writing essays, research, that is, it served as a tool for the most efficient execution of tasks, and it is still used to the greatest extent for these purposes. We are witnessing a global trend, although still in its early faze, it should not be ignored: people use AI for personal advice, for opinion, in short as a pen pal. Is it because they feel that AI won't judge or do they simply need an objective opinion? I would say the answer is a combination of both. AI represents a safe space where we can express our authentic self, without judgment, but also receive objective feedback on a given topic.
At first glance a virtual friend sounds like a dream, but its flaw is very obvious: it doesn't exist in the real world. Excessive use of AI in the context of a friend will inevitably lead to people closing in a "bubble" of some sort, which would be extremely difficult to pop.
A world without borders – Our fight knows no borders, biking to Strasbourg! Social media and AI allow us to travel the world without having to leave our city, the whole world is available to us with one click. Apart from visual travel, social media enables the travel of information on another level. We have been aware for a long time that each individual represents a medium for themselfs, their followers and, if they allow it, for the wider public. We are witnessing the student movement in Serbia, which managed to gather people in record time, who are ready to fight for their rights, for the government to take accountability and for the state institutions to follow the rule of law, with just one post on social media.
The best example of this is the already well-known tour to Strasbourg, which was realized in a little more than two weeks after the initial idea. They announced the call for participation on March 29, 2025, the test drive was scheduled for March 31, 2025, and already on April 3, 2025, eighty brave heroes and heroines where on two wheels to Strasbourg.
Not just quickly, but very quickly and surely, people all over Europe had the opportunity to hear about Serbian students and their demands. This is the other, definitely better side of social media, which allows such accomplishments to be realized and heard in the shortest possible time.
Description: The author of the photo is Gavrilo Andrić: Detail from the student cycling tour Novi Sad (Serbia) – Strasbourg (France)
Eco Design in Media: How Sustainability Can Become the New Standard in Visual Communication
May 27, 2025, Novi Sad, Serbia, Vladimira Dorčova Valtner
In an era of climate crisis, the question is not whether we will adapt – but how quickly media can
integrate sustainability principles into all aspects of their operations, including design.
A media outlet’s visual identity shapes not only its aesthetics but also its message. While global brands increasingly adopt sustainable practices in packaging and design, media in the Western Balkans are just beginning to recognize the importance of eco design – an approach that combines functionality, aesthetic responsibility, and environmental awareness. Although it may seem like an “extra,” eco design is not only a powerful tool in the fight against climate change, but also a visual support system for narratives that promote sustainability.
What is eco design in the context of media?
Eco design in media refers to the application of sustainable principles in the process of visual communication – from selecting colors and typefaces that consume less energy on screens, to designing layouts that avoid encouraging overproduction or harmful practices (such as non- sustainable printed promotional materials). It also includes the use of open-source software, local production, and digital format optimization (e.g., reducing file sizes to lower digital carbon footprint).
Why is this important for media in Serbia and the region?
The countries of the Western Balkans face high levels of pollution, inefficient waste management, and limited investment in green technologies. Media, although often under pressure to survive, play an important role in shaping environmental awareness. If they themselves do not consistently implement sustainable practices – how can they credibly call for change?
According to The Shift Project (2019), the share of digital technologies in global greenhouse gas emissions increased from 2.5% in 2013 to 3.7% in 2018. This level is comparable to – or even exceeds – emissions generated by the aviation industry, which contributes around 2.5% to 2.8% of global emissions. Every high-resolution video, animated banner, or heavy website carries its own carbon footprint. This is why it's important to consider environmental impact when creating digital content.
Where are we today – and what can we learn?
Some media outlets in the region have already begun integrating principles of sustainable design. For example, the portal Storyteller.rs applies digital sustainability through several concrete measures. It uses Open Sans – a web-optimized and energy-efficient font – and has implemented a dark mode option, which helps reduce energy consumption, especially on OLED screens. According to The Green Web Foundation, the portal is also hosted by a certified green hosting provider that relies on renewable energy sources.
Although these are only initial steps, this example shows how even small media outlets can begin to incorporate sustainable practices into their digital identity – with the understanding that this is a continuous and evolving process.
Printed media are also increasingly considering the use of recycled or partially recycled paper, or opting for digital alternatives. One notable example in the Western Balkans is the magazine “Liceulice”, known for its socially engaged content. It prints its issues on partially recycled paper, thereby contributing to a lower ecological footprint. It also works with local illustrators, reducing the need for stock photography and supporting the local creative community.
However, in Serbia, recycled paper is mostly imported, which significantly increases production and printing costs. This opens up a broader and complex topic – the limited availability of sustainable materials on the domestic market, and the need for systemic support for ecologically responsible publishing.
In an age of digital noise, design is not just a medium – it is a message. When media demonstrate a willingness to integrate sustainability not only in their content but also in their design, they send a powerful signal about their values. In the context of Serbia and the region, where we are fighting for the right to clean air, water, and land, eco design becomes more than aesthetics – it becomes ethics.
A media outlet’s visual identity shapes not only its aesthetics but also its message. While global brands increasingly adopt sustainable practices in packaging and design, media in the Western Balkans are just beginning to recognize the importance of eco design – an approach that combines functionality, aesthetic responsibility, and environmental awareness. Although it may seem like an “extra,” eco design is not only a powerful tool in the fight against climate change, but also a visual support system for narratives that promote sustainability.
What is eco design in the context of media?
Eco design in media refers to the application of sustainable principles in the process of visual communication – from selecting colors and typefaces that consume less energy on screens, to designing layouts that avoid encouraging overproduction or harmful practices (such as non- sustainable printed promotional materials). It also includes the use of open-source software, local production, and digital format optimization (e.g., reducing file sizes to lower digital carbon footprint).
Why is this important for media in Serbia and the region?
The countries of the Western Balkans face high levels of pollution, inefficient waste management, and limited investment in green technologies. Media, although often under pressure to survive, play an important role in shaping environmental awareness. If they themselves do not consistently implement sustainable practices – how can they credibly call for change?
According to The Shift Project (2019), the share of digital technologies in global greenhouse gas emissions increased from 2.5% in 2013 to 3.7% in 2018. This level is comparable to – or even exceeds – emissions generated by the aviation industry, which contributes around 2.5% to 2.8% of global emissions. Every high-resolution video, animated banner, or heavy website carries its own carbon footprint. This is why it's important to consider environmental impact when creating digital content.
Where are we today – and what can we learn?
Some media outlets in the region have already begun integrating principles of sustainable design. For example, the portal Storyteller.rs applies digital sustainability through several concrete measures. It uses Open Sans – a web-optimized and energy-efficient font – and has implemented a dark mode option, which helps reduce energy consumption, especially on OLED screens. According to The Green Web Foundation, the portal is also hosted by a certified green hosting provider that relies on renewable energy sources.
Although these are only initial steps, this example shows how even small media outlets can begin to incorporate sustainable practices into their digital identity – with the understanding that this is a continuous and evolving process.
Printed media are also increasingly considering the use of recycled or partially recycled paper, or opting for digital alternatives. One notable example in the Western Balkans is the magazine “Liceulice”, known for its socially engaged content. It prints its issues on partially recycled paper, thereby contributing to a lower ecological footprint. It also works with local illustrators, reducing the need for stock photography and supporting the local creative community.
However, in Serbia, recycled paper is mostly imported, which significantly increases production and printing costs. This opens up a broader and complex topic – the limited availability of sustainable materials on the domestic market, and the need for systemic support for ecologically responsible publishing.
In an age of digital noise, design is not just a medium – it is a message. When media demonstrate a willingness to integrate sustainability not only in their content but also in their design, they send a powerful signal about their values. In the context of Serbia and the region, where we are fighting for the right to clean air, water, and land, eco design becomes more than aesthetics – it becomes ethics.
Description: The author of the photo is Javy Luzania / Unsplash
The role of education in the transition toward a more ecologically sustainable way of life
June 25, 2025, Novi Sad, Serbia, Ecocivilisation Serbia
General model of Ecocivilisation applied to Education
What can education mean in the context of the ecological transition? – We can divide it into formal and non-formal, and knowledge into theoretical and practical. However, what combination of these types and other factors is needed for education to truly serve the ecological transition?
This is a highly complex question, as all the mentioned terms – education, ecological transition, types of education – are very broad and interconnected on numerous levels.
In very simple terms, education can be defined as the process of acquiring knowledge and skills. This way, we can focus and ask: What knowledge and skills are necessary for the ecological transition? A common answer would be: digital skills, managerial or leadership skills “for the future,” or something more pragmatic, like various engineering and technological development skills in a given sector.
However, what the “Ecocivilisation” movement highlights are questions that go beyond specific skills and knowledge – the focus is on what is inherently human: emotions, values, and relationships that must be cultivated so that the development of knowledge and skills is directed toward the prosperity and well-being of the global community – an Ecocivilisation.
Specifically, the Ecocivilisation movement presents a model of five fields through which every aspect of human existence can be evaluated – including education in the service of ecologically sustainable transition – with the goal of adapting them to achieve Ecocivilisation.
These are: society, beings, consciousness, relationships, and land. Their interconnectedness allows us to contextualise the meaning of a subject by considering its long-term impact on our collective prosperity.
In this way, Ecocivilisation can be understood as a purpose-led movement. We first ask why, and then how to act in accordance with the answer to that why, which is channelled through the five fields.
Through a brief analysis of the five fields of Ecocivilisation in the context of education, we can understand education not just as a process of receiving information, but as one that shapes the world on many levels.
1. Society – Education for ecological transition must strengthen collective responsibility (especially compulsory formal education). We do not learn to succeed individually, but to improve the community we live in – and in doing so, help ourselves. A society with collective awareness, responsibility, and trust helps the individual reach their full potential, which is in service of the community (not just self-interest).
2. Beings – Understanding the interdependence of all living beings teaches us empathy and respect. This implies education that does not place humans above nature, but within nature (as part of it).
3. Consciousness – Education must encourage critical thinking, self-reflection, motivation, and the need for moral reasoning. In this way, we become aware of the broader context and the impact of our actions – not only asking What?, but also Why? and How? when making decisions that shape ourselves and the world around us.
4. Relationships – The emphasis is on nurturing interpersonal relationships through cooperation, co-creation, waste-free communication, and joint problem-solving. Encouraging collaboration and dialogue instead of competition builds prosperity. The same applies to the relationship between humans and nature – education should foster symbiosis and cooperation in both human and environmental relations.
5. Land – Education should take into account the place where the individual is located – geographically, historically, and culturally. The individual must become aware of the natural resources the Earth provides and treat them responsibly and with respect. This way, we link knowledge to a specific place – for example: the soil that feeds us, the places we live in, or the ecosystems we disrupt or protect. Learning about the land reminds us that we are not above nature but live in symbiosis with it – and that any sustainable transition is impossible without connecting with local resources, the ancestral knowledge of that region, and a sense of responsibility toward the place that shaped us.
Through the symbiosis of these five fields, we can fundamentally understand the purpose of education in the context of co-creating Ecocivilisation and contextualise its role in both personal and societal development.
Education is not merely a tool for employment or career building – it is a means of shaping a fairer and more sustainable future, ecologically, socially, and economically. But only if we critically assess it (and all other social elements), ask the adequate questions (first why and for whom, then what), and are guided by its purpose in creating a global Ecocivilisation.
What can education mean in the context of the ecological transition? – We can divide it into formal and non-formal, and knowledge into theoretical and practical. However, what combination of these types and other factors is needed for education to truly serve the ecological transition?
This is a highly complex question, as all the mentioned terms – education, ecological transition, types of education – are very broad and interconnected on numerous levels.
In very simple terms, education can be defined as the process of acquiring knowledge and skills. This way, we can focus and ask: What knowledge and skills are necessary for the ecological transition? A common answer would be: digital skills, managerial or leadership skills “for the future,” or something more pragmatic, like various engineering and technological development skills in a given sector.
However, what the “Ecocivilisation” movement highlights are questions that go beyond specific skills and knowledge – the focus is on what is inherently human: emotions, values, and relationships that must be cultivated so that the development of knowledge and skills is directed toward the prosperity and well-being of the global community – an Ecocivilisation.
Specifically, the Ecocivilisation movement presents a model of five fields through which every aspect of human existence can be evaluated – including education in the service of ecologically sustainable transition – with the goal of adapting them to achieve Ecocivilisation.
These are: society, beings, consciousness, relationships, and land. Their interconnectedness allows us to contextualise the meaning of a subject by considering its long-term impact on our collective prosperity.
In this way, Ecocivilisation can be understood as a purpose-led movement. We first ask why, and then how to act in accordance with the answer to that why, which is channelled through the five fields.
Through a brief analysis of the five fields of Ecocivilisation in the context of education, we can understand education not just as a process of receiving information, but as one that shapes the world on many levels.
1. Society – Education for ecological transition must strengthen collective responsibility (especially compulsory formal education). We do not learn to succeed individually, but to improve the community we live in – and in doing so, help ourselves. A society with collective awareness, responsibility, and trust helps the individual reach their full potential, which is in service of the community (not just self-interest).
2. Beings – Understanding the interdependence of all living beings teaches us empathy and respect. This implies education that does not place humans above nature, but within nature (as part of it).
3. Consciousness – Education must encourage critical thinking, self-reflection, motivation, and the need for moral reasoning. In this way, we become aware of the broader context and the impact of our actions – not only asking What?, but also Why? and How? when making decisions that shape ourselves and the world around us.
4. Relationships – The emphasis is on nurturing interpersonal relationships through cooperation, co-creation, waste-free communication, and joint problem-solving. Encouraging collaboration and dialogue instead of competition builds prosperity. The same applies to the relationship between humans and nature – education should foster symbiosis and cooperation in both human and environmental relations.
5. Land – Education should take into account the place where the individual is located – geographically, historically, and culturally. The individual must become aware of the natural resources the Earth provides and treat them responsibly and with respect. This way, we link knowledge to a specific place – for example: the soil that feeds us, the places we live in, or the ecosystems we disrupt or protect. Learning about the land reminds us that we are not above nature but live in symbiosis with it – and that any sustainable transition is impossible without connecting with local resources, the ancestral knowledge of that region, and a sense of responsibility toward the place that shaped us.
Through the symbiosis of these five fields, we can fundamentally understand the purpose of education in the context of co-creating Ecocivilisation and contextualise its role in both personal and societal development.
Education is not merely a tool for employment or career building – it is a means of shaping a fairer and more sustainable future, ecologically, socially, and economically. But only if we critically assess it (and all other social elements), ask the adequate questions (first why and for whom, then what), and are guided by its purpose in creating a global Ecocivilisation.
Ilustration’s source: ecocivilisation.earth
