“Sternderl schauen” (Looking at the stars) – in his song Ludwig Hirsch describes the wonder of the night sky and invites us to look at the stars as a symbol of infinity and the mystery of life.

In a world where artificial light illuminates the night sky and our connection to nature is fading, a simple gaze at the starry sky can provide deeper insights—not only for personal experience, but also for sustainable strategies in marketing and sales. Around 100 first-semester Bachelor's students in Marketing & Sales had the opportunity to experience just that as part of the "Sustainable Business" course (led by Doris Carini): an excursion to Gesäuse National Park. There, they not only marveled at the dark sky in all its glory, but also learned the deeper meaning of darkness and stars in a time of increasing light pollution.

The goal of the excursion was to make theoretical concepts tangible in practice using Kolb's (1984) experiential learning approach. Kolb's theory states that knowledge is created through reflection and the transformation of experiences (Kolb, 1984). To promote this learning process, the excursion was supplemented by various elements: In addition to a nighttime walk, which provided direct experience, a lecture and a workshop were held in which participants could reflect on and deepen their experiences.

Light pollution is an underestimated problem:

According to Dark Sky International (n.d.), light pollution refers to the brightening of the night sky by artificial light sources that disrupt the natural day-night-rhythm.

• About 83% of the world's population and more than 99% of the population in the USA and Europe live under light-polluted skies (Falchi et al. 2016).
• Light pollution can have negative health effects, including headaches, fatigue, increased stress, decreased libido, and anxiety. Wildlife and plant life are also affected: nocturnal, migratory, and flying animals and plants are particularly affected by artificial lighting (Rajkowha, 2014).

The good news:

Unlike many other forms of environmental pollution, light pollution can be reversed, for example by:

• Targeted use of lighting: Align lights so that they only illuminate the ground and do not shine into the sky
• Use of warm white light sources: Light color with the lowest possible blue component – ​​use LED lamps below 3000 Kelvin to minimize light pollution.
• Installation of motion detectors: Use automatic controls to avoid unnecessary lighting (New Austrian Guide to Outdoor Lighting, 2018)

Sustainability as a success factor in marketing & sales

The excursion showed the students the importance of sustainable strategies in marketing and sales. The insights can be applied in practice to various areas. Those who use resources responsibly and implement targeted, conscious measures can have a significant impact on the environment and society:

1. Raising awareness & communication: Transparent communication on sustainability issues creates trust and strengthens customer loyalty.
2. Sustainable product design: Environmentally friendly packaging and resource-saving materials are essential for sustainable marketing strategies.
3. Energy-efficient advertising strategies: Resource-saving digital marketing, sustainable web design and environmentally friendly advertising formats are the way forward.
4. Responsible consumption: Companies can encourage conscious purchasing decisions and offer sustainable alternatives.

Conclusion: Sustainability as a success factor

In a world where young people spend an average of more than three hours a day on their cell phones (Mental Health Days, 2024; Springer, 2025), they are increasingly losing their connection to nature (Cabaldi et al., 2015). Stargazing in Gesäuse National Park was more than just a nighttime stroll for our students – it was a powerful reminder of the importance of natural darkness and the need to rethink our behavior. As future experts in marketing and sales, they can use these insights to develop sustainable strategies and help companies reconcile ecological and economic goals. After all, sustainable marketing doesn't just mean protecting the environment – ​​it also means achieving long-term success.

In this spirit: “Look up, look at the stars…” – and act sustainably!

Author: Doris Carini