Two Sides Of Sustainability: Ultra Music Festival And The Gap Between Strategy And Behavior

This report examines the gap between sustainability strategy and stakeholder behavior through a case study of Ultra Music Festival. Drawing on research in strategic communication, public relations, and stakeholder engagement, it evaluates the festival's current sustainability messaging and identifies opportunities to strengthen communication efforts. The paper offers research-based recommendations to encourage greater attendee accountability, improve transparency, and enhance the effectiveness of sustainability communication within the live events industry.