Claremont Mckenna College

Greenpeace in Germany and the U.S.: A Case Study in Non-Profit Web Design.

submitted to
Professor Hans Rindisbacher
and
Professor Friederike Schwerin-High

by
Maximilian Weirauch

for
Senior Thesis
Spring 2022
04-28-2022
 Weirauch 2

Abstract: This thesis draws on Geert Hofstede’s cultural dimensions model, connects it to basic
principles of web design, and applies it to a website analysis of the global non-profit organization
Greenpeace. This case study of cultural dimensions in web design utilizes Hofstede’s framework
from 1974 throughout all its chapters and focuses on the cultural differences between Germany
and the U.S. My hypothesis that successful marketing materials such as websites must
communicate differently with their U.S.-American and German audiences is partially borne out.
But it is important to note that Hofstede’s cultural dimensions model cannot fully account for
certain intercultural dimensions of the internet and certainly not for the significant design changes
over time that my inquiry takes into consideration.

Keywords: cultural dimensions, web design, Hofstede, international marketing, Germany, U.S.
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Table of Contents:
Chapter 1: Cultural Differences and Web Design
Chapter 2: International Marketing, NPOs, Web Design
Chapter 3: Current Trends and Conclusion
 Weirauch 4

Introduction
When I moved to San Francisco from Hamburg in 2017 not only did my everyday language
change from German to English but I quickly noticed that peers communicate differently from
what I was used to in Germany. My first-hand understanding of values, norms, and culture
deepened. The academic field of cultural studies “traces the relationships among aesthetic,
anthropological, and political economic aspects of cultural production and reproduction.”1 My
interests in design, marketing, and communication inspired me to connect cultural dimensions
theory to web design. My passion for the environment and professional interest in global nonprofit
marketing were reasons for me to study this nexus further. This senior thesis therefore trains its
lens on the environmental organization Greenpeace in order to analyze its intercultural dimension
in depth.
Scholars in the international business/marketing field study how advertising materials
effectively interact with a target group that is oftentimes defined by a national culture and caters
to its specific features. In the following I first describe cultural differences between Germany and
the U.S. using Geert Hofstede’s cultural dimensions model. Simultaneously, I connect cultural
studies to web design and evaluate whether Hofstede’s pre-internet-developed model of cultures
can still be applied in 2022. A finding that I find particularly striking is how often the Greenpeace
U.S. “About Us” page uses group-oriented language such as ‘we,’ or ‘our’ compared to the German
Greenpeace site – a whopping total of 29 times against Greenpeace Germany’s self-representation
that uses ‘wir” or ‘uns’ only a total of 6 times in their official text. The self-understanding of
Greenpeace in the U.S. and Germany appear to differ. The German “About Us” text is more goal-
, task-, and issues-oriented compared to a community-focused and inclusivity-oriented U.S. site.
My research thus makes a meaningful contribution to the existing literature of cultural studies
between Germany and the U.S. with a focus on website design for international non-profit
organizations.

1
https://www.uwb.edu/cultural-studies/why/what
 Weirauch 5

Chapter 1: Cultural Differences and Web Design

Cultural dimensions theory was coined by Geert Hofstede, who developed his original
model to evaluate the results of a worldwide survey of employee values conducted at IBM between
1967 and 1973. IBM tasked Hofstede to assess and quantify cultural differences and similarities
for the global technology organization. Because of concerns in credibility and representation of
IBM employees, Hofstede’s dimensions model has been refined since, but critics still point out
inconsistencies and shortcomings at a theoretical and methodological level. Nonetheless
Hofstede's six-dimension model is generally accepted as the most comprehensive framework for
studying national culture organization values. His theory has been widely used in various fields of
research as a paradigm, particularly in cross-cultural organizations, international management,
business, and communications. Nonetheless, Hofstede’s dimensions should be considered as
guidelines, not rules. Hofstede defines ‘culture’ in his landmark book Culture and Organizations:
Software of the Mind as “the collective programming of the mind that distinguishes the members
of one group or category of people from others.”2 Pattern of beliefs and expectations shared by
members of an organization result in norms that are particularly powerful in shaping group
behavior in the organization. Individuals gain their values from various domains which include
knowledge, faith, art, morality, laws, customs, cultural abilities, and habits. The following graphic
represents Hofstede’s analysis of culture and its Three Levels of Uniqueness in Mental
Programming.3

2
https://hi.hofstede-insights.com/models
3
https://www.researchgate.net/figure/Three-levels-of-uniqueness-in-human-mental-programming-
Hof01_fig1_271135142
 Weirauch 6

Figure 1 Hofstede's Three Levels of Uniqueness in Mental Programming adapted from Cultures and Organizations: Software of
the Mind.

Hofstede distinguishes three different levels: personality, culture, and human nature.
Human nature is universal and inherited whereas culture is learned and sets a group or category
apart from others. The top level, personality is specific to every individual and is partially inherited
and learned. The core of culture is learned through symbols, heroes, rituals, and values. Values lie
on a deep level of each person and are strongly correlated with their national values, which are
difficult to change over time and practically stay the same over decades. To demonstrate cultural
identifications, Hofstede developed a model of the six most essential dimensions of national
cultures which he categorized as the following:
● Power distance index (PDI)
● Individualism vs. collectivism (IDV)
● Uncertainty avoidance (UAI)
● Masculinity vs. femininity (MAS)
● Long-term orientation vs. short-term orientation (LTO)
● Indulgence vs. restraint (IND)
For his project, Hofstede collected data from more than 70 countries and applied statistical
methods to give each country a score for its cultural characteristic on an index out of 100. The
following figure demonstrates the scores of Germany and the USA, as extracted from Hofstede
 Weirauch 7

studies. In the following I describe Hofstede’s six cultural dimensions in-depth and create
connections to modern web design with a focus on Germany and the U.S.
Germany and the U.S. analyzed through Hofstede’s six dimensions

Figure 2 Hofstede's cultural dimension scores for Germany and the USA

Power distance:
The power distance index is defined as "the extent to which the less powerful members of
organizations and institutions accept and expect that power is distributed unequally." 4 This
dimension deals with the fact that individuals in societies are not equal – it expresses the attitude
of the culture towards, for example, income inequalities, power dynamics, or hierarchy. This index
is important for understanding decision-making processes and communication structures. In
cultures with high power distances, structures run from top to bottom and power inequality is
accepted by people in lower positions. In cultures with low power distances, the structures are
participative. Scandinavian countries, Germany and Anglophone countries all have lower power
distance indexes. Germany and the U.S. have similar power distance scores with 35 and 40,
respectively and I expect to not notice major differences on their websites. I anticipate that
countries with a low power distance index have participative and engaging call-to-actions and a

4
Quote from https://www.tlu.ee/~sirvir/IKM/Leadership%20Dimensions/page_22.html
 Weirauch 8

more open and direct communication compared to hierarchical websites designed for nations with
a high power distance index.

Individualism vs. collectivism:

This index explores "the degree to which people in a society are integrated into groups."5
Individualistic societies have loose ties that often only relate an individual to his/her immediate
family. They emphasize the ‘I’ versus the ‘we.’ Its counterpart, collectivism, describes a society
in which tightly integrated relationships bring extended families and others into groups. By being
part of an ‘in-group,’ the individual expects loyalty and support from the collective.
Individualism scores high in the US (91), Australia (90), and Great Britain (89). In contrast, Hong
Kong and Serbia (25), Malaysia (26), and Portugal (27) are collectivist.
German society is individualistic (score 67) but considerably less so than U.S.-American
participants, who score the highest of all countries on the individualism vs collectivism score. In
American organizations, “hierarchy is established for convenience, superiors are accessible, and
managers rely on individual employees and teams for their expertise.”6 Managers and employees
expect to be consulted and informed frequently. Communication is more informal, direct, and to a
certain degree participatory. “The society is loosely knit in which the expectation is that people
look after themselves and their immediate families only and should not rely (too much) on
authorities for support.”7 German organizations favor structure, rules, and directions. The
individualism vs collectivism score plays a massive role in the structure of NPOs and expectations
of members: Germany has strong governmental initiatives and institutions, which regulate social,
environmental, and cultural actions, on which citizens rely, making it hard for members of society
to engage and shape initiatives and projects. U.S.-Americans represent a highly individualistic
culture, and traditionally value personal freedom highly. Federal institutions are not expected to
constrain this freedom unless necessary. This leads to more local initiatives in social,
environmental, or other spheres of society, which are not regulated by the state or federal
government. The way people engage with each other to pursue goals is more direct, spontaneous,

5
https://www.hofstede-insights.com/country-comparison/germany,the-usa/
6
https://simplifiedtradesolutions.com/cultural-differences-and-international-trade/
7
https://www.hofstede-insights.com/country/the-usa/
 Weirauch 9

and informal. People in the U.S. are more willing to donate and participate in local group activities
compared to Germans.8

Uncertainty avoidance:
The uncertainty avoidance index is defined as a society's tolerance for ambiguity, in which
people embrace or avert the occurrence of something unexpected, unknown, or away from the
status quo. Societies that score high on this index opt for stiff codes of behavior, guidelines, and
laws. Those cultures generally rely on an absolute truth that is oftentimes instated by a government.
A lower degree in this index indicates a higher acceptance of differing thoughts or ideas within a
society. There is no single truth and individuals are encouraged to share their own viewpoints and
opinions. Such a society tends to impose fewer regulations, acceptance of ambiguity is more
prevalent, and communication is freer flowing. The U.S. scores 46 on the uncertainty avoidance
dimension. Thus, U.S.-Americans share a fair degree of acceptance for new ideas, innovative
products, and a willingness to try something new or different, whether it pertains to technology,
business practices, music, or food. Americans tend to be more tolerant of ideas or opinions from
others and allow broad freedom of expression. At the same time, “Americans do not require a lot
of rules and are less emotionally expressive than higher-scoring cultures.”9 U.S.-Americans
appreciate personal freedom and diverging reactions to situations. Germany (65) scores higher
than the USA (46) on the uncertainty avoidance index. High scoring countries on this index, such
as Germany, favor structure and clear sets of values to achieve a societal norm. Hofstede finds
that:
“Most Germans, for example, favored structured learning situations with precise
objectives, detailed assignments, and strict timetables. They liked situations in
which there was one correct answer that they could find. They expected to be
rewarded for accuracy.” (Hofstede 463)

The uncertainty avoidance score indicates a strong preference for deductive rather than
inductive approaches. For Germans, details are equally important to macro-level initiatives to
create trust that a topic or project is well-thought-out. In combination with a low power distance,
Germans prefer to compensate for their uncertainty by strongly relying on experts. “The ideal
principle of control in organizations is a system of formal rules on which everybody can rely”

8
https://www.german-way.com/how-generous-are-the-germans/
9
https://www.hofstede-insights.com/country/the-usa/
 Weirauch 10

(Hofstede 686). Based on those findings, Germans have a strong need to determine their future
and tend to avoid risk. U.S.-Americans are generally more willing to accept risks because they
have greater confidence in their individual ability to succeed. Hence, Germans are less comfortable
with uncertainty and more reluctant to take risks. In terms of discussion organization, Germans
tend to carefully analyze problems and critically evaluate possible alternatives, whereas U.S.-
Americans may spend less time analyzing problems and therefore may produce solutions more
quickly. Relating to websites, I expect to find more details, information, and specifications on the
German website compared to the U.S. site. I expect the U.S. Greenpeace site to feature more and
easier-to-access buttons for volunteers to get involved and become members. The German website
on the other hand I expect to be more analytical, structured, with easy-to-access guides, articles,
rules, and content for users.

Masculinity versus femininity:

This index explains societies that are male-centric as performance-oriented, heroic,
assertive, and providing material rewards for success. By contrast, societies with a female
orientation are more likely to prefer cooperation, modesty, caring for the weak, and quality of life.
Masculinity is extremely low in Nordic countries: Norway scores 8 and Sweden only 5. In contrast,
masculinity is very high in Japan (95). Masculinity in Germany (66) and the U.S. (62) does not
differ very much. “Germans and U.S.-Americans draw a lot of self-esteem from their tasks, a high
degree of assertiveness and determination is expected from managers.” (Link 2019)10 I expect to
not see differences in communication on websites targeting German or U.S. audiences due to the
masculinity versus femininity index.

Long-term orientation vs. short-term orientation:

This dimension connects the past with current and future actions/challenges. A lower
degree of this index (short-term) indicates that traditions are honored and kept. Societies with a
high degree in this index (long-term) view adaptation and circumstantial, pragmatic problem-
solving as a necessity. A poor country that is short-term oriented usually has little to no economic
development, while long-term oriented countries continue to develop to a level of prosperity.

10
https://www.amazon.com/Cultural-differences-between-Germany-Work-Life/dp/3668984735
 Weirauch 11

High long-term orientation scores are typically found in East Asia, with South Korea
having the highest possible score of 100, Taiwan 93, and Japan 88. They are moderate in Eastern
and Western Europe. The United States scores a low score of 26 on this dimension. This is reflected
by the inclination to check new information frequently and to stay very practical with a short-term
“can-do” planning approach. U.S.-American culture oftentimes encourages a “fake it till you make
it” mentality and values rapid prototyping with a short-term focus. “American businesses measure
their performance on a short-term basis, with profit and loss statements being issued on a
quarterly basis.”11 These drive individuals to strive for quick results in their work. This category
shows the biggest difference between the United States (26) and Germany (83). Germans are long-
term oriented and tend to execute plans that have been developed by experts over an extended
period.
I expect that these findings have an influence on marketing strategy. Presumably, German
participants of Greenpeace will value good planning and deliberate organization, whereas
Americans are more likely to focus on “let's do it” “and “let’s try it out” approaches. Therefore,
marketing communication is likely to apply different messaging, images, and content to meet the
cultural expectations of Greenpeace members in those countries. I expect the Greenpeace U.S. site
to make bold short-term oriented statements compared to a more factual and long-term-oriented
language used by the German site. Especially with regards to environmental organizations, such
as Greenpeace, I expect to observe differences in timeframes of anticipated goals and projects: in
Germany, more long-term oriented initiatives compared to a focus on short-term goals for U.S.-
Americans.

Indulgence vs. restraint:

This dimension refers to the degree of freedom that societal norms give to citizens in
fulfilling their human desires. Indulgence is defined as "a society that allows relatively free
gratification of basic and natural human desires related to enjoying life and having fun."
(Hofstede, 1199) Its counterpart, restraint, is defined as "a society that controls gratification of
needs and regulates it by means of strict social norms" (Hofstede, 1205). Individuals in high score
indulgence cultures pursue their desires and impulses. Similarly, in a society that strives for
indulgence, the basic and natural needs become most important and associated with the joy of life

11
https://www.hofstede-insights.com/country/the-usa/
 Weirauch 12

and fun. In contrast to this, “restraint stands for a society that suppresses the satisfaction of needs
and only does so by means of regularization through social norms” (Link, 2019). On this sixth
dimension, the United States (68) scores as an indulgent society. This is reflected by the following
contradictory slogan about attitudes behaviors: work hard and play hard. The low score of 40 on
this dimension for Germany indicates that German culture is restrained. Societies with a low score
in this dimension tend toward cynicism and pessimism. Also, in contrast to indulgent societies,
restrained societies do not put much emphasis on leisure time and control the gratification of
desires. People with this orientation have the perception that their actions are restrained by social
norms and feel that indulging themselves is somewhat wrong. The article Cultural differences –
indulgence versus restraint12 summarizes indulgence vs restraint as follows: “how freely can
people satisfy their basic needs and desires, how strict social norms are followed and gratification
suppressed and regulated.”13 Germans feel more comfortable with long-term responsibility,
deliberate resources planning, and informative communication to prepare actions and projects.
Americans prefer to follow their everyday desires and ideas. I expect the German website to give
the user agency through a website build-up that is complicated to navigate compared to a casual,
intuitive, simple-to-use, and straightforward designed website for the U.S. audience. I expect to
navigate the U.S. site freely and playful compared to a restrained German site.

Limitations of Hofstede’s cultural dimension model

Although Hofstede’s model is popular amongst researchers and gives valuable insight into
the dynamics of cross-cultural relationships, it has been challenged and criticized on a
methodological and executive level. Some researchers claim that the study is too old to be of any
modern value, particularly regarding the rapidly changing global environments and technological
development. Hofstede’s model does not consider the rise of interest in diversity, migration, and
women empowerment. There have been dramatic changes in national cultures since Hofstede’s
original research in 1970 and its surveyed IBM employees. The questionnaire was developed to
measure satisfaction of IBM employees and at first did not attempt to explore cultural values. It
can be seen as a stretch to transpose workplace attitudes (at IBM) to the general context of culture
of countries. Furthermore, although 117,000 questionnaires were administered, only the results

12
http://www.binschedler.com/2012/02/indulgence-restraint/
13
http://www.binschedler.com/2012/02/indulgence-restraint/
 Weirauch 13

from 40 countries were used and only 6 countries had more than 1,000 respondents. In 15
countries, there were fewer than 200 respondents. Orr & Hauser (2008)14 criticize that Hofstede’s
research is mostly based on men because of IBM’s lack of female employees at the time.
Another point of critique is that the definition of culture itself is open to interpretation.
There are more than 160 definitions for ‘culture’ and Hofstede uses the definition “The collective
programming of the mind that distinguishes the members of one group or category of people from
others.”15 Hofstede’s assessment of culture is considered as too static as he argues that cultures are
heterogeneous within nations. This implies that citizens of a country do not have subcultures. It is
generally assumed that all individuals in a nation share the same culture. In essence, Hofstede’s
theory is challenged for its relevance because of its methodological shortcomings and disregard of
globalization, internal cultural diversity, and technology trends. Yet, Hofstede’s framework is
popular amongst researchers in cross-cultural studies to explain different interpretations of the
same action in different countries.

14
https://www.scribd.com/document/48602075/CritiqueHofstede-Orr-Hauser-2008
15
https://hi.hofstede-insights.com/models
 Weirauch 14

Chapter 2: International Marketing, NPOs, Web Design

Hofstede’s six-dimension cultural model can be applied to international marketing.
Marieke de Mooij studied the application of Hofstede's findings in the field of global
branding, advertising, strategy, and consumer behavior and focuses on how companies can adapt
their products and services to local habits and cultural preferences. De Mooij holds a Doctorate in
Communications, is a retired professor of international advertising at the University of Navarre
(Spain), a consultant in cross-cultural communications, and author of various books including
Global Marketing and Advertising, Understanding Cultural Paradoxes,16 and Consumer Behavior
and Culture.17 She emphasizes that marketing materials vary from country to country because of
linguistic and cultural differences. For example, de Mooij finds that to market cars in a country
where uncertainty avoidance is high, a company is more likely to emphasize the cars’ safety,
whereas in countries with lower uncertainty avoidance indexes, advertisements focus more on
product features and accessories. Marketing is the action of promoting and selling products or
services, including market research and advertising.18 A large portion of marketing is to inform
the right audience with an appropriate tone/language, design, picture, and the overall experience
of a consumer good. Comparative research conducted by de Mooij demonstrates that culture plays
a decisive role in the world of marketing, advertising, and consumer behavior. Hence, successful
marketing materials need to utilize the strengths of local culture. As the U.S. and Germany have
differences, according to Hofstede and others, I expect to observe differences in websites designed
for the U.S. or German market. Based on Hofstede’s cultural dimensions model the main
differences are in individualism, uncertainty avoidance, long-term orientation, and indulgence.
Cultural differences should be considered and respected in creating culturally sensitive marketing
materials, including websites. Dianne Cyr, who is a professor of Management Information Systems
at the Beedie School of Business, points out in her paper “Localization of Web Design: An
Empirical Comparison of German, Japanese, and U.S. Website Characteristics,”19 that a well-
perceived website in a country should satisfy the following three main areas: social presence,
communication effectiveness, and communication interface. Localization is the process of
adapting a product or service to a particular language, culture, and desired local “look-and-feel.”

16
https://us.sagepub.com/en-us/nam/global-marketing-and-advertising/book274128
17
https://us.sagepub.com/en-us/nam/consumer-behavior-and-culture/book258835
18
Definition of marketing, https://blog.hubspot.com/marketing/what-is-marketing.
19
http://www.diannecyr.com/docs/localization_of_webdesign.pdf
 Weirauch 15

Cyr’s research focuses on the design of websites and explores how design elements result in user
trust, satisfaction, and loyalty. Cyr underlines that if web design is not culturally sensitive, there is
the potential for exclusion of countries and populations based on accessibility to information that
is not culturally adjusted. Several marketing professionals working with German and American
organizations emphasize the importance of localization. For example, Florian Auckentaler, who
works with an international marketing agency, describes key differences for marketing materials
designed for the German and U.S. market in his blog article Marketing in the US vs Marketing in
Germany: Key Differences You Have to Know.20 Auckentaler summarizes his main findings in
the following table:

Figure 3 Marketing in the US vs Marketing in Germany: Key Differences You Have to Know summarized by Auckenthaler

In an analysis of advertising content between the U.S. and Germany, Auckenthaler finds
that German advertisements are more likely to feature product attributes (for example
performance, nutrition, safety, other senses than taste, price, and value) compared to American
advertisements which mainly focus on a product benefit. Auckenthaler comes to this conclusion
by counting cues in American and German advertisements, summarized by in the following table:

20
https://designingit.com/blog/marketing-in-the-us-vs-germany
 Weirauch 16

Visual cues are design elements on web pages, ads, and other digital marketing channels which
help people to make sense of the information quickly.
The study Culture and German Advertising 21 by Michael Hager find among other things that:
- “German ads have greater use of information and details.
- From the American perspective, the German’s need for abundant information and an
extreme number of details appears to be overdone;
- For Americans the German ad can seem cluttered.
- Germans would have just the opposite impression of American ads, where the
perceived lack of details might seem trivial, simple-minded, or deceptively reticent.
- German ads are loaded with detailed information; products are described and
analyzed.”22

Numerous other studies focus on the impact of culture on marketing materials, such as web-
advertisements. While some methodologies follow a statistical approach, for example counting
cues on advertisements, others focus on the language of advertisement material and user
experience created. Like advertisements, website design should acknowledge and reflect cultural
differences for successful communication with country-specific audiences. The digital marketing
platform Hubspot broadly identifies the following elements when analyzing a website in their
article 9 Guidelines & Best Practices for Exceptional Web Design and Usability: simplicity, visual
hierarchy, navigability, consistency, responsibility, accessibility, conventionality, credibility, and
user-centricity. This aligns with other current online materials and blog articles focusing on best
practices for web design, most of which highlight the importance of language/tone, images, white
space, usability, text, links, and length.23 The Nielsen Norman Group, a self-proclaimed world
leader in research-based user experience, suggest in their paper How to Test Visual Design that
“when evaluating fonts, colors, and other visual details, assess both aesthetic impressions and
behavioral effects.”24 It is important to not only qualitatively analyze a website's color use, style
of typography, or number of images used but to also assess the visual design stimulus, for example
through a 5-second test25 aimed to capture the visitors’ ‘gut feeling.’
I will exemplify and illustrate my findings synchronically, with screenshots of Greenpeace
websites taken in April 2022, as well as by looking at past published sites, accessed through

21
https://docs.lib.purdue.edu/cgi/viewcontent.cgi?article=1101&context=gbl
22
Summarized by Auckenthaler on his web article
23
‘Best practices in web design’ is a good search term on search engines.
24
https://www.nngroup.com/articles/testing-visual-design/
25
https://www.nngroup.com/videos/5-second-usability-test/
 Weirauch 17

web.archive.org, to observe historical changes and differences in the Greenpeace online presence.
When analyzing the Greenpeace websites, I will take traditional website measures into account as
well as Nielsen Norman’s guide to visual design. While analyzing websites through statistics, for
example on bounce rate, traffic, conversions, average session duration, click-through rate, percent
of new sessions, traffic origin, or pages/session26 is helpful, for this paper, I focus on the first
overall impression of the websites.
Websites need to be easy to navigate, accessible, visually pleasing and communicating in
an appropriate tone and language. Cyr, de Mooij, and other industry experts and professionals
emphasize the importance of a website to not only speak to a target group as individuals but also
the culture of that targeted group as a whole nation. Elements, such as animations, typography,
color, images, interactive elements, and similar components influence the visual experience of
visitors and can differ for various nations to be effective. Types of information portrayed and
access to further resources from the homepage are determining the overall user experience of a
site. Auckenthaler and Cyr describe that Germans appreciate learning more in-depth information
on a website compared to Americans. On websites, this can be observed by the language used, the
amount of white space, and as the Nieman Group describes it, the ‘general feel of the visual
design.’27 Websites need to appear approachable, simple, and straightforward: The quicker a user
can understand the mission, idea, and credibility of an organization (or service or product) the
more likely the user is to engage with content. This table by the Nieman Group summarizes words
used by research participants to describe their feelings when interacting with various websites.

26
https://www.spinutech.com/digital-marketing/analytics/analysis/7-website-analytics-that-matter-most/
27
https://www.nngroup.com/articles/testing-visual-design/
 Weirauch 18

Adopted from the Nieman Research design group: https://www.nngroup.com/articles/testing-

visual-design/

The words resulting from a positive design experience as described by the Nieman Group
are remarkable: simple, bold, professional, neat, corporate, elegant, human. 28 In their study “How
long do users stay on web pages?”29 conducted by the Nieman Group, the bottom-line answer is:
“Not very long: Users often leave web pages in 10–20 seconds, but pages with a
clear value proposition can hold people's attention for much longer. To gain
several minutes of user attention, you must clearly communicate your value
proposition within 10 seconds.”
The faster information can be conveyed by a website the more likely users are to explore
content for several minutes.

Bullet points and questions to ask to create a successful web-presence

- What is the primary goal (of my NPO)? What are the goals of my website?
- What other marketing channels do I want to entertain (social media, email newsletters)?
- With what designs are users most likely to engage/interact/donate to my nonprofit through
a website?

28 footnote about ‘simple’ also being considered as a negative experience.

29
https://www.nngroup.com/articles/how-long-do-users-stay-on-web-pages/
 Weirauch 19

Consistency and appropriate color use, typography, images, storytelling, language/tone,

and call-to-action buttons are crucial for a successful web presence. Up-to-date content becomes
important to engage returning homepage visitors. A fast-loading, responsive, and easy-to-navigate
site is a must as well.

NPOs and Greenpeace

In 2018, 36% of Germans donated a total of 3.51 billion Euros to NPOs30. In the U.S., in
2021, 60% of American households participated in some sort of charitable giving, according to
The Philanthropy Roundtable.31 Giving USA, an organization that reports on the sources and uses
of charitable giving in the United States, reports that donations by individuals in the U.S. in 2018
totaled an estimated whopping $292.09 billion.32 Giving USA provides comprehensive charitable
giving data for over 40 years. This stark difference in charitable giving can be expected with
consideration of Hofstede’s individualism index score in which Germany scores 24 points less than
the U.S. (67 to 91, respectively). German culture expects that the government supports an NPO
and their initiatives. The Deutscher Fundraiser Verband says: “Die Annahme, dass Nonprofit-
Organisationen von Spenden leben, ist falsch. Der größte Teil der Einnahmen kommt aus
wirtschaftlichem Geschäftsbetrieb und von der öffentlichen Hand.” In his book, Die Relevanz von
Kennzahlen im Fundraising, Arne Heinemann emphasizes the low donation willingness of
Germans: “Im Vergleich zu anderen Ländern fällt in Deutschland besonders der geringe Anteil an
Spenden auf. Eine Erklärung für die geringe Spendenfinanzierung der NPOs liegt in den hohen
Zuwendungen der öffentlichen Hand.” This aligns with Hofstede’s expectation and analysis.
A nonprofit organization is mission-driven, which requires the management and board to
set objectives aimed at achieving the organization’s stated mission. Most, if not all, credible NPOs
have online presences in which an organization communicates its mission, goals, and a way for
people to engage or donate.33 Of the 1.8 million registered nonprofit organizations in the U.S., the
majority are designated as churches, schools, and foundations (40%). Whereas 15% are civil,

30
https://www.dfrv.de/fundraising-zahlen-und-fakten/
31
https://www.definefinancial.com/blog/charitable-giving-statistics/
32
https://givingusa.org/giving-usa-2019-americans-gave-427-71-billion-to-charity-in-2018-amid-complex-year-for-
charitable-giving/
33
https://yourbusiness.azcentral.com/purpose-board-directors-nonprofit-organizations-12770.html
 Weirauch 20

social, and business engagement organizations, 7% are human services organizations and another
7% are cultural and humanities nonprofits.34
Greenpeace was founded in 1971 in Vancouver, Canada and today is a well-established
global non-government organization. Greenpeace's focus on environmental protection and
activism resonated with many people, and in 1975 more than 15 sister organizations were
chartered. By 1979 the independent organizations were combined and incorporated into
Greenpeace International. Since then, Greenpeace has been active in 40+ countries and is
committed to “ensuring the ability of the earth to nurture life in all its diversity.”35 Thereby,
Greenpeace’ main goals are to:
- “Protect biodiversity in all its forms
- prevent pollution and abuse of the earth’s ocean, land, air and fresh water
- end all nuclear threats
- promote peace, global disarmament and non-violence.”36
-

The goal of Greenpeace is engagement, participation, donation, actions, projects.

Analysis of Greenpeace’s German and U.S. website presence

In the following I will analyze the Greenpeace U.S. and Germany website with the help of
the previously mentioned Hubspot guide37 as well as the 5-second test described by the Nielsen

34
https://www.causeiq.com/insights/how-many-nonprofits-in-the-us/
35
https://www.greenpeace.org/international/explore/about/values/
36
https://www.greenpeace.org/international/explore/about/values/
37
https://blog.hubspot.com/blog/tabid/6307/bid/30557/6-guidelines-for-exceptional-website-design-and-
usability.aspx
 Weirauch 21

Norman Group. Furthermore, I will attempt to draw conclusions based on Hofstede’s six cultural
dimensions. I analyze sites accessed through web.archive.org that have been the official
Greenpeace websites in 2004, 2010, 2016, and 2022. The current Greenpeace DE website can be
accessed through http://greenpeace.de. Greenpeace USA can be accessed under
https://www.greenpeace.org/usa/. I will consider the user experience and user interface when
evaluating the websites. “The user interface (UI) is the point of human-computer interaction and
communication in a device. This can include display screens, keyboards, a mouse and the
appearance of a desktop.”38 User interface focuses on choices and actions users are given on a
provided system, such as a website. User experience focuses on how users interact with materials.
“The user experience (UX or UE) is how a user interacts with and experiences a product, system
or service. It includes a person's perceptions of utility, ease of use, and efficiency.”39 Although I
was able to find some indicators that Hofstede’s findings can be transposed to Greenpeace U.S.
and German website, a larger sample size is needed to derive robust conclusions.
One key takeaway I conclude is that Greenpeace Germany and U.S. website have similar
themes and design elements during the same time and evolve in tandem over the years from
difficult to read news-sites to branded and easy-to-navigate resource centers with tangible
information on organizations impact and mission. Since 2004 landing pages got longer in scrolling
with more graphics and larger text headlines as well as easier to read body paragraphs. Greenpeace
DE and U.S. both re- and upcycled written content on their websites across design changes. The
Greenpeace Germany site from 2004 features a gradient blue background, small typography, a
news section, and then links to Greenpeace resources and initiatives, such as “Greenpeace
Energy,” “Greenpeace Magazine,” “Greenpeace Produkte.”

38
https://www.techtarget.com/searchapparchitecture/definition/user-interface-UI
39
https://quaffdigital.com/using-user-experience-to-outsell-competitors/
 Weirauch 22

Figure 4 Greenpeace DE site from 2004 with a large feature of a blue background

The 2004 Greenpeace DE website furthermore features a cyclopedia organized by

keywords. Some of the letters are supported by icons to give a clue of what the section might
feature.

Figure 5 Focus on selection option given to users on the 2004 German Greenpeace site

An example of the sub-selections of the letter “G” can be seen here:

 Weirauch 23

Figure 6 In-depth example of selection choices of the letter G

2022’s Greenpeace U.S. website counts 11 call-to-action buttons. The German website
counts 17 buttons. The German and U.S. sites from 2004 feature no buttons at all. Similarly, recent
published websites in Germany and the U.S. feature more images and graphics compared to plain
looking websites from 2004. Over the years and across the cultures the websites use more white
space and text got easier to read by bold headlines and more graphics compared to earlier sites.
The user experience on the recently published sites features more storytelling and an overall better
explanation of Greenpeace as an organization through visual cues and text.
The Greenpeace About Us Germany site from 2022 has bold headlines and the header
image is the iconic Greenpeace ship Arctic Sunrise. “Greenpeace stellt sich vor — Volle Kraft
voraus für die Umwelt” reads the sub-heading of the page. The future oriented tagline aligns with
Hofstede’s long-term vs. short-term orientation index in which Germany scores 83. The
Greenpeace USA About Us 2022 version uses ‘we’ 22 times throughout the written text. Germany
 Weirauch 24

About Us 2022 text thereby has only a total of 2 ‘wir’ in the explanation text about the who
Greenpeace is and what they do. The second of the two ‘wir’ on the German About Us page reads
“Wir sind sehr viele Menschen aus der ganzen Welt, die im Umwelt-Schutz helfen.” A clearly
defined statement compared to a more casual use of ‘we’ on the U.S. website. It appears that the
English ‘we’ has a different annotation compared to ‘wir’ in the German language. ‘We’ is used
more casually and generously in the U.S. compared to ‘wir’ in German. ‘Uns’ is used 6 times on
the German Über Uns 2022 site. The counting of ‘uns’ on the German website includes variations,
such as ‘unsere’. On the Greenpeace USA About Us page ‘our’ is used a total of 29 times. The
following screenshots show the ‘our’ and ‘uns’ text look-up on the Greenpeace About Us 2022
sites in Germany and the U.S.

Figure 7 Greenpeace USA About Us text 2022. Focus on use of 'our' in the text
 Weirauch 25

Figure 8 Greenpeace DE About Us text 2022. Focus on 'Uns' which includes variations such as 'unsere'

It appears that ‘our’ and ‘unser’ are used differently in the English and German language.
If ‘unser’ can be directly translated into ‘our’ from German into English and ‘wir’ into ‘we,’ then
there must be cultural differences in the appropriate use of language between Germany and the
U.S. Hofstede found that the U.S.-Americans emphasis the “I” over “we.” There are no “I” or
“ich” used portions on the about us pages of either chapter. Greenpeace USA About Us text uses
11 times more ‘we’ than ‘wir’ statements in their written text.
While some conclusions from observed differences between Greenpeace U.S. and
Greenpeace Germany sites can be drawn based on Hofstede’s categories, it appears that differences
in websites are more time sensitive. Some differences and trends align with Hofstede’s six cultural
 Weirauch 26

dimensions but are also likely dependent on the web design team that designed and wrote the
Greenpeace DE and USA website. Some resources can be found online that explain how
Hofstede’s cultural dimensions can be observed in web design. Web design and culture change at
different paces over time. Web design must be analyzed in relation to other websites during the
same period, similarly to culture. Attached at the bottom of this document are screenshots of
Greenpeace Germany and USA website from 2004, 2010, 2017, and 2022.
There are several scholars and authors who were instrumental in transposing Hofstede’s
differences onto web design. In 2001 Marcus & Gould published the paper: “Cultural dimensions
and global web design: What? So what? Now what?” among other things the research team finds
that uncertainty avoidance may influence contrary aspects of user-interface and web design. High-
UA cultures would emphasize the following, according to Marcus & Gould:
• “Simplicity, with clear metaphors, limited choices, and restricted amounts of data
• Attempts to reveal or forecast the results or implications of actions before users act
• Navigation schemes intended to prevent users from becoming lost
• Mental models and help systems that focus on reducing “user errors”
• Redundant cues (color, typography, sound, etc.) to reduce ambiguity.”40

As noted above, the U.S. and Germany score significantly differently on indulgence, long-
term-orientation, and the individualism index. In her article “How to sell online to indulgent vs
restrained cultures,”41 Nathalie Nahai, author of “Webs of Influences: The Psychology of Online
Persuasion,”42 observes that for indulgent cultures (like the U.S.), fun (almost playful) interactions,
giveaways, use and encouragement of user-generated content, space for open discussions, and
loose gender roles will help to convert “tourists” or “browsers” to “residents” and “customers.”
For short-term oriented countries (like the USA) emphasis is placed on values and traditions that
can be communicated through quick results. Sabrina Idler, author of “How to Design for a cross-
cultural user experience”43 argues that short-term-oriented countries, can grab visitors attention
with something that they are already familiar with. Long-term oriented countries appreciate
outlooks on the future and detailed information on advantages of a product. The paper “Collectivist
and individualist influences on website design in South Korea and the U.S.: A cross-cultural

40
Summarized by Marcus & Gould
41
https://www.psychologytoday.com/us/blog/webs-influence/201308/how-sell-online-indulgent-vs-restrained-
cultures
42
https://www.amazon.com/Webs-Influence-Psychology-Online-Persuasion/dp/0273772953
43
https://www.getfeedback.com/resources/ux/designing-for-a-cross-cultural-user-experience-part1/
 Weirauch 27

content analysis”44 focuses on differences observed solely based on clues that can be attributed to
individual vs. collectivist countries. Members of the highly individualistic U.S. culture emphasize
the ‘I’ over ‘we’, take initiatives, and are ready to make decisions. Collectivist cultures tend to act
in the interest of a group, rather than their own interest. Therefore, collectivist cultures appreciate
“most popular” toggles, testimonials, or social media sharing options to gather personal feedback
from friends.

44
https://onlinelibrary.wiley.com/doi/full/10.1111/j.1083-6101.2009.01454.x
 Weirauch 28

Chapter 3: Current Trends and Conclusion

While cultures might have differing opinions about websites that are considered as “good”
and “effective,” globalization and digitalization are increasingly mitigating and decreasing cultural
differences by creating content accessible to international readerships. Nonprofit websites should
transport values, beliefs, and symbols of their organization and use localization to adopt them to
local cultures. Today, most people access large parts of their daily life from home and mainly
through the internet. The impact of COVID-19 and the stay-at-home orders increases the
importance of viable and effective websites. Because of the loose physical restrictions of the
internet, cultural differences between countries might diminish. As Hofstede’s cultural studies
model was developed before the internet, cultures at the time were more limited to their locations.
Now, users can access and stream TV shows and movies from anywhere in the world setting a new
pace for trends, ideals, and visions. The physical decentralization through the internet impacts
culture, language, and norms and due to processes of globalization cultures unify across nations.
Global companies, like Google, Meta, TikTok, and Netflix contribute to overcoming national
boundaries and create new global cultural trends. Whether Facebook’s Metaverse will be the next
evolution of social technology, as the company claims, remains to be seen. The fact, however, that
Meta is putting all its focus on augmented reality must be critically analyzed with the effect of the
future of digital spaces, in-person meetings, and the overall digital marketing field, of which Meta
and its sub-companies are part. In official videos published by Meta on their YouTube channel,
their digital spaces look underwhelming and oftentimes lack simplicity and pragmatics in 2022.
However, with Facebook pushing hard on the topic, it will be interesting to see changes that a large
player can have in the industry. We will see whether Meta’s new focus will pay off in a couple of
years from today in which meetings might take place through a VR setup in an online world as
realistic as our current, as Mark Zuckerberg likes to point out.
In conclusion, Hofstede’s research focuses on individual countries and was conducted
before the invention of the internet. Past research has expanded Hofstede’s cultural analyses onto
global marketing and with that, web design. Some differences in web design can be attributed to
regional user attributions and cultural preferences measured through Hofstede’s cultural dimension
model. Wherever cultural differences and boundaries are being mitigated by the abolition of time
and space in the world wide web or how culturally adjusted content is appropriated in effectively
communicating to a larger target audience remains open. The internet enables individuals to
 Weirauch 29

quickly find sub-cultures and groups. Cross-cultural research indicates that some differences in
advertisements or other marketing materials, such as websites, can partially be explained by
Hofstede’s cultural dimension model. Communication using images and text is different in varying
cultures. The choices web developers give their users through the user interface determines the
feeling and interaction that a user possibly can have with a website. Because of globalization
organizations can speak to various cultures at the same time, effectively conveying a common
theme to users, this connects them across regional boundaries and is oftentimes manifested in the
mission and vision statements of an organization. With the internet and increase of digital
connectedness, physical and country-specific boundaries might become less important in a fairly
uncolonized and open access internet.
 Weirauch 30

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 Weirauch 33

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29.11.2004
Erneut auf Skandal-Patent gestoßen
Hamburg (mir) - Wieder einmal hat Greenpeace ein
skandalöses Patent auf ein menschliches Gen entdeckt. Das
Europäische Patentamt (EPA) in München hat es bereits im April 2004
erteilt. Inhaber ist die US-amerikanische
... mehr dazu >>

>>EU berät über Zulassung von

Gen-Pflanzen
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Cybercentre: Werkzeuge des Widerstands
>>Explosionsgefahr auf der
Energie, Meere, Wälder, Gentechnik, Landwirtschaft, Chemie, .... Nordsee gebannt
Greenteams und mehr >>Bundestag verabschiedet
Die Basis unserer Arbeit Gentechnikgesetz
Alles rund um Ihre Fördermitgliedschaft >>Kauf nix am Samstag - erhol
dich vom Konsum
Jetzt zu sauberem Strom wechseln!
Politik * Wirtschaft * Umwelt Mehr zu "N"
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Gestalten Sie ein Stück Zukunft! News zu Greenpeace- und
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Greenpeace

Adressen Greenpeace weltweit

Bestellung Infomaterial
> HOME Bestellung Testamentsbroschüre
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Autor/in: Greenpeace | 20.02.2004 | 296 Wörter Umweltstiftungsbroschüre
Greenpeace Schiffe
Gewaltfrei, unabhängig, international Greenpeace Statements
Greenpeace Versand
Seit 1971 setzt sich Greenpeace für den Schutz der Lebensgrundlagen ein. Greenpeace-Finanzen
Gewaltfreiheit ist dabei das oberste Prinzip. Die Organisation ist unabhängig Greenpeace-Gruppen
von Regierungen, politischen Parteien und wirtschaftlichen Interessengruppen.
Greenpeace-Kooperation mit
Greenpeace arbeitet international, denn Naturzerstörung kennt keine Grenzen. Tierpark Warder
Jahresrückblick 2003
Umweltschutz ist kein Luxus für Zeiten wirtschaftlichen Aufschwungs, im
Jobs bei Greenpeace
Gegenteil: Der ökologische Umbau der Industriegesellschaft schafft neue Jobs.
Greenpeace zeigt mit der Entwicklung von Alternativen, wie die Zukunft Musik goes Umweltschutz
aussehen könnte. Zum Beispiel der Greenfreeze, der erste FCKW- und FKW- Satzung des Greenpeace e. V.
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Oil Spill Devastates Alaska...Again Daily Grist

Fifteen years after the Exxon Valdez devastated the Alaskan coast, another oil spill is making headlines. A Malaysian freighter lost power to its main engine on December 7, 2004 and ran aground on the - The Whole Foods Shebang
west-side of Unalaska Island in the Aleutian Island chain. The ship was carrying 483,000 gallons of heavy bulk fuel and another 21,000 of diesel fuel. Read More>> - You've Got Whale
- Secret Agency Man

Polar Bears Dream of a White Christmas

Up in the far north, we're facing the prospect of an Arctic without ice. Polar bears extinct in the wild. Mass starvation of reindeer. And as a result of their snowy world melting, the possibility of a global
sea-level rise of devastating proportions. It sounds like a disaster film made for Hollywood, but unless we act quickly to stop global warming, it will be front-page news. Read More>>

Dioxin: Closer Than You Think

The deadly chemical dioxin has hit the headlines with the poisoning of Ukrainian opposition leader Viktor Yuschenko. What doesn't often make the news is the fact that dioxin pollution is widespread and
may be lurking in your own home. Find out where. Read More>>

Five Steps to a Greener Holiday Season

The holiday season is now upon us. It's the perfect time of year to gather together with family and friends and celebrate all of the wonderful things this season has to offer. But for many Americans, this
time of year has turned into a frenzy of shopping, wrapping, baking, decorating and traveling. If you think all those mad dashes to the mall takes a toll on you, just think of how these activities impact the
environment. Luckily, there are ways to enjoy the holidays and still be good to the Earth. Read More>>

Cold Season Got You Down? Try Ancient Forests

If you’re suffering during this year’s cold season, you may be reaching for that box of tissue more often than you’d like. And if you use Kleenex brand tissue products, you’re not only putting some
vigorous wear and tear on your nose – chances are you’re blowing away on Canada’s ancient forests. Read More>>

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Greenpeace-Experte Martin Kaiser zur

Weltklimakonferenz
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rechtsverbindliches Klimaschutz-Abkommen beschlossen
werden? Wird es gelingen, China und andere Schwellenländer
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vor Ort. Er hält Sie im Greenpeace-Blog über seine Einschätzung
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Blog am 29. November: Anzeichen für Teilnahme von

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24.11.2010 Gentechnik
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Was ist drin in Thunfischdosen?

23.11.2010 Meere
Ob in Öl oder im eigenen Saft - Thunfisch in Dosen ist sehr beliebt. Laut Zutatenliste enthalten die
Konserven in der Regel Echten Bonito (Skipjack) aus dem Pazifik. Doch was ist wirklich drin in den
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ernüchternd.

Mexiko: Kletterer protestieren auf Ölplattform gegen Tiefseebohrungen

22.11.2010 Öl
Jetzt erst recht? Keine sieben Monate nach der Ölpest im Golf gerät die Debatte um das Risiko
Tiefseebohrungen wieder ins Hintertreffen. Grund genug für vier Greenpeace-Aktivisten, mit einer
Kletteraktion an die Gefahr zu erinnern, die die weltweite Gier nach Öl mit sich bringt: Etwa 100
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Banner entrollt: „Stoppt Tiefseebohrungen!“.

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Broken Umbrella in Cancun News and Blogs
Blog by Kyle Ash | December 1, 2010
Multimedia
This blog was co-authored by Virginie Lambert-Ferry from Greenpeace Canada. In Cancun a
dominant theme seems to be cautious flexibility. True, signaling flexibility shows a good faith effort About Us
toward achieving agreement. Even... Read more >
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BP Delays Dangerous Liberty Project in Alaska’s Arctic

Ocean
Blog by Melanie Duchin | December 1, 2010 1 comment

On November 30, BP announced it was once again delaying drilling at its controversial
“Liberty” project on Alaska’s north coast. This is great news for the fragile Arctic
Ocean ecosystem and the wildlife... Read more >
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YOU Can Save Them Today

Blog by Melanie Duchin | November 30, 2010 1 comment

In September, the sea ice in the Arctic plummeted to its third lowest level in recorded
history, following an alarming trend of decreasing summer sea ice caused by global
warming. Polar bears can’t survive without their... Read more >
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Greenpeace Online Shop Opens

Blog by Sebastian Jannelli | November 30, 2010
Just in time for the holidays, Greenpeace is launching a new online shop through
CafePress! A portion of the proceeds from your purchase of eco-friendly Greenpeace
gift items will support our critical work to stop global warming,... Read more >

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Spygate Media Roundup
Blog by Michelle Frey | November 30, 2010
Yesterday, Greenpeace filed a lawsuit against two major chemical companies, their PR
firms and several individuals for activities that amount to corporate espionage. Here's a
comprehensive list of the media coverage the lawsuit... Read more >

Share 15 retweet Like 37

Greenpeace Sues Dow, Sasol, Dezenhall for

Corporate Spying, RICO
Blog by Phil Radford | November 29, 2010 5 comments

Today, Greenpeace filed a lawsuit against Dow Chemical , Sasol North

America (which owns CONDEA Vista), and PR firms Dezenhall Resources and
Ketchum , for hiring private investigators to steal documents from
Greenpeace, tap... Read more >

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Almost a Home Run for the Climate

Blog by Amy Larkin | November 29, 2010 1 comment

Today, some of the world’s biggest companies collectively made a huge commitment that could be
some of the best news to come out of Cancun during the week of climate talks. The Consumer
Goods Forum (CGF) -- an industry... Read more >

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Historic Indonesian forest protection deal at risk from

industry
Blog by Laura K. | November 23, 2010
Image: Will Rose / Greenpeace Norway and Indonesia are about to make history. A 1
billion USD forest protection deal between these two countries could help set Indonesia
on a low-carbon development pathway and become a... Read more >

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n Hamburg Hamburg
bei ihrer Rede auf der #StopptdenKrieg-Demo in Berlin 13.03.2022 10.000 Menschen demonstrieren für Frieden in der Ukraine am Hamburger Jungfernstieg. Aktivist:innen von Greenpeace in Hamburg demonstrieren gegen den Krieg in der Ukraine

© © Jan Zappner Bild 1 von 6 © Maria Feck / Greenpeace Bild 2 von 6 © Maria Feck / Greenpeace

Gegen russische Kohle- und Ölimporte

Der russische Präsident Wladimir Putin schockiert die Welt mit einen völkerrechtswidrigen Angri!skrieg in der Ukraine. Was
dabei schwer erträglich ist: Deutschland und die EU spülen über den Kauf von Öl, Kohle und Gas aus Russland tagtäglich rund
500 Millionen Euro in Putins Kriegskasse. Solange dieser Finanzstrom nicht versiegt, zeigen Sanktionen nicht die volle Wirkung.
Greenpeace fordert gemeinsam mit anderen Umweltverbänden in einem o!enen Brief, den Import fossiler Brennsto!e aus
Russland zu stoppen.

Zugleich hat Greenpeace unter dem Titel „Kein Öl für Krieg“ einen 10-Punkte-Plan verö!entlicht, der zeigt, dass Maßnahmen
wie ein Tempolimit oder einem beschleunigten Einbau von Wärmepumpen dafür sorgen können, dass Deutschland kurzfristig
weniger russisches Öl braucht. Ein Drittel der russischen Importe ließen sich sofort einsparen.

PETITION
https://act.greenpeace.de/kein-geld-fuer-putins-krieg

Kein Geld für Putins Krieg 98,2%

vom Ziel erreicht
Wie können wir den Menschen in der Ukraine helfen? Indem wir aufhören, Putins Krieg
mit dem Import von Öl, Gas und Kohle zu finanzieren. Fordern Sie mit uns von der
Bundesregierung einen Importstopp für Öl, Gas und Kohle aus Russland! 19635
haben mitgemacht

Hier unterschreiben

Ukraine-Krieg: Den
Kein Öl für Krieg Für einen Importstopp Menschen helfen
HINTERGRUND 09.03.2022 15.03.2022 ÜBERBLICK 03.03.2022

EU muss Importe von Öl, Gas und Kohle aus Greenpeace-Aktive demonstrierten im Die Hilfsbereitschaft gegenüber geflüchteten
Russland stoppen. Greenpeace-Report zeigt: Hamburger und im Bremer Hafen sowie im Menschen aus der Ukraine ist groß, allerdings
Sofortmaßnahmen können deutsche Ölimporte brandenburgischen Schwedt gegen russische auch die Verunsicherung: Wie helfe ich
aus Russland kurzfristig um ein Drittel senken. Öl- und Kohleimporte – für den Frieden, gegen sinnvoll? Wir haben einige Informationen
Milliardengeschäfte mit Russland. zusammengetragen.
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Atomkraftwerke in der Ukraine

In Tschernobyl war vorübergehend die Stromversorgung unterbrochen, das Atomkraftwerk Juschnoukrainsk scheint vor der
Übernahme durch die russische Armee zu stehen, und das AKW Saporischschja ist nach beängstigenden Kämpfen seit dem 4.
März in der Hand der russischen Streitkräfte.

Raketeneinschläge und Atomkraftwerke – diese Kombination macht nervös, die Internationale Energieagentur IAEA ebenso wie
viele Menschen auf der ganzen Welt. Inmitten des furchtbaren Angri!skrieges auf die Ukraine stellen die Atomreaktoren des
Landes eine weitere massive Bedrohung für das Land selbst, aber auch für Europa dar.

Greenpeace-Experten in Deutschland und weltweit haben die Entwicklungen in Blick. Hier finden Sie schnell aktuelle
Einschätzungen zu der Lage der 15 Atomreaktoren der Ukraine.

Ukraine-Krieg: bedrohliche
Lage für dortige
Atomkraftwerke
HINTERGRUND 14.03.2022

Inmitten des Angri!skrieges auf die Ukraine stellen

die 15 Atomreaktoren des Landes eine weitere
massive Bedrohung dar, für das Land und für den Rest
Europas.

mehr erfahren

Aktiv werden!

Schüler:innen für den

Lessons for Peace Frieden Fördermitglied werden
NACHRICHT 02.03.2022 Greenpeace sammelt Peace-Zeichen aus Dank der großen Gemeinschaft von
Handabdrücken. Jede Schule kann mitmachen. Fördermitgliedern kann sich Greenpeace
Greenpeace und der Public Climate School
Aus den eingeschickten Bildern wird eine große langfristig und wirkungsvoll für den
bieten Live-Unterricht zu Krieg und Frieden an.
Friedentaube gebaut, die an einem Umweltschutz und Frieden einsetzen.
Drei mal 45 Minuten können Schüler:innen mit
Heißluftballon in den Himmel steigt.
Expert:innen über brennende Fragen zur Jetzt Fördermitglied werden
Ukraine reden. Infos zu "Act for Peace"

mehr erfahren

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Klima und Arten

brauchen ein EU-Gesetz
Der Weg zum globalen Ressourcensparen am für weltweiten
Plastik-Vertrag Weltrecyclingtag Waldschutz
HINTERGRUND 18.03.2022 18.03.2022 NACHRICHT 17.03.2022

Die Umweltversammlung der Vereinten Macht es einen Unterschied, ob ich ein Ein starkes EU-Gesetz für weltweiten
Nationen hat o"ziell den Weg für ein globales Mobiltelefon ein Jahr länger nutze? Ja: Waldschutz ist dringend nötig, um gegen die
Plastikabkommen geebnet. Konsequent Ressourcensparen schützt die Umwelt – und Wald- und Naturzerstörung sowie die
umgesetzt könnte es die weltweite Plastikflut macht uns unabhängiger von Autokratien. Verletzung von Menschenrechten
stoppen. anzukämpfen.
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Im Fokus

Interview zum Krieg in Was bewirkt eine

der Ukraine Wärmewende Atombombe?
IM GESPRÄCH 03.03.2022 HINTERGRUND 23.02.2022 KURZ UND KNAPP 18.03.2022

Russlands Angri! hat Europa schockiert. Im Auch Gebäudewärme muss schnell Der Ukrainekrieg macht auch Angst vor
Interview spricht Greenpeace-Chef Martin klimaneutral erzeugt werden, wollen wir die Atombomben. Doch in welchem Radius würde
Kaiser über den Frieden, Hilfe für Geflüchtete, Klimaziele scha!en und unabhängig vom ein Atombombenabwurf über der Ukraine
atomare Bedrohung und nukleare Teilhabe. Import fossiler Energien werden. Eine welche Zerstörung anrichten? Kleine Übersicht
Wärmewende muss her, und Greenpeace sagt, über häufig gestellte Fragen.
mehr erfahren wie.
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IPCC-Bericht zur Klimakrise

„Starkregen und Dürren nehmen in vielen Regionen zu, der Anstieg des Meeresspiegels beschleunigt sich, Ökosysteme drohen zu
kippen. Diese Entwicklungen verlaufen schneller, als es die Klimawissenschaft bislang erwartet hat“, kommentiert Karsten Smid,
Klimaexperte von Greenpeace, den diesjährigen Bericht des Weltklimarats.

„Der Bericht des Weltklimarats liefert handfeste ökologische Gründe für einen entschlossenen Ausbau der erneuerbaren
Energien, die dramatischen Ereignisse in der Ukraine nachdrückliche politische. Fest steht: Eine sichere Zukunft für alle gibt es
nur mit einem entschlossenen Umstieg von Kohle, Öl und Gas auf saubere Energien aus Sonne und Wind.“

Gemeinsam für Klimagerechtigkeit

Der neue IPCC-Bericht zu den Folgen der Klimakrise ist alarmierend: Fluten, Dürren,
Schmelzen der Polkappen - es ist höchste Zeit zu handeln! Wir kämpfen dafür, die
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Greenpeace wurde 1971 gegründet und ist mit nationalen und regionalen Büros in über 55 Ländern vertreten. Mehr als drei
Millionen Menschen unterstützen uns weltweit, davon mehr als 630.000 Fördermitglieder in Deutschland.

Die Greenpeace Büros setzen sich international mit direkten gewaltfreien Aktionen für den Schutz der natürlichen
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Greenpeace steht für Unbestechlichkeit - weder Geld noch politischer Druck können die Organisation beeinflussen. Denn
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Interessengruppen. Greenpeace lässt sich auch keine Projekte von der EU oder der UNO finanzieren. Das unterscheidet uns ganz
wesentlich von vielen anderen, die sich für Geld von Industrie oder Politik abhängig machen. Greenpeace legt sich auch mit den
größten Konzernen an - wer traut sich das heute noch?

In Zeiten zunehmender Globalisierung ist Internationalität unverzichtbar - und eine besondere Stärke von Greenpeace. Die
Organisation ist mittlerweile in 26 Ländern vertreten und in mehr als 55 Ländern aktiv. Die dafür notwendige finanzielle
Unabhängigkeit und politische Durchschlagskraft gewährleisten weltweit mehr als drei Millionen Unterstützer. Allein in
Deutschland sind es heute über 630.000 Menschen, die als Fördermitglieder regelmäßig an Greenpeace spenden.

Gewaltfreie Aktionen gegen

Umweltverbrechen
Um Probleme aufzuzeigen, auf Missstände aufmerksam zu machen und positive Veränderungen einzufordern und
herbeizuführen ist für Greenpeace die gewaltfreie direkte Aktion neben anderen Formen der Ö!entlichkeitsarbeit ein wichtiges
Mittel. Greenpeace konfrontiert mit gewaltfreien Aktionen diejenigen, die Umweltschäden verursachen oder zu verantworten
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Charakter, das kompromisslose, mutige aber stets gewaltfreie Vorgehen unter vollem persönlichen Einsatz und Risiko ist das
Ungewöhnliche an Greenpeace.

Aufdecken, Lösungen entwickeln,

verändern
Greenpeace bringt nicht nur Umweltskandale ans Licht der Ö!entlichkeit, sondern benennt Alternativen und entwickelt
Lösungen. So beweist die Organisation immer wieder, dass es anders geht - oftmals sehr zum Ärger der Industrie. Zwei von
vielen Beispielen:

1993 zeigt der „Greenfreeze“, dass sich Kühlschränke FCKW- und FKW-frei und somit ozon- und Klima schonend herstellen
lassen.
1996 präsentiert Greenpeace das Sprit-Sparauto „SmILE“, einen umgebauten serientauglichen Renault Twingo, mit einem
Verbrauch von unter drei Litern auf 100 Kilometer.

Greenpeace fördert die Weiterentwicklung der Gesellschaft weit über die Umweltproblematik hinaus. Die Organisation ist dabei
manchmal auch frech, aber doch ungemein nützlich. Immer wieder gibt es dafür anerkennendes Lob von namhafter Stelle,
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Gemeinnützigkeit, sondern bekommt diese auch von staatlicher Seite anerkannt.

Sorgfältige Recherche und

Bewusstseinswandel
Die Basis der Greenpeace-Arbeit ist sorgfältige Recherche. So können Probleme - aber auch die Lösungen dafür - frühzeitig
aufgezeigt werden, damit sie rechtzeitig beachtet und bewältigt werden können. Greenpeace leistet deshalb auch eine
umfassende Aufklärungsarbeit im parlamentarischen Bereich und setzt sich kritisch mit dem Einfluss von Lobbygruppen auf die
Politik auseinander. Wichtiger Ort dafür ist die politische Vertretung von Greenpeace in Berlin.

Die Organisation inspiriert so auf vielen Ebenen der Gesellschaft zu mehr Verantwortung für den Planeten und treibt den
Bewusstseinswandel voran. Kooperationen mit Dritten sind dabei möglich, sofern dies tatsächlich hilft. Die Unabhängigkeit von
Greenpeace darf dadurch aber nicht berührt werden.

Rechte unserer Umwelt verteidigen

Für Natur und Umwelt gibt es nach wie vor keinen ausreichenden Rechtsschutz. Landschaftsverbrauch, nachhaltige
Umweltbelastungen und kurzfristige Wirtschaftsinteressen haben häufig noch Vorrang. Wo zum Schutz der hochrangigen
Rechtsgüter Menschenrechte und Umweltschutz kein e!ektiver Rechtsschutz zur Verfügung steht, dürfen diese Rechte
unmittelbar verteidigt werden. Für Greenpeace ist es Pflicht, fundamentale Lebensrechte und damit die Lebensgrundlagen auch
nachfolgender Generationen zu verteidigen und dabei notfalls in Konflikt mit bestehenden, untergeordneten Rechtsnormen zu
geraten. Greenpeace-Aktivisten sind deshalb nach sorgfältiger Abwägung bereit zu zivilem Ungehorsam.

Greenpeace nimmt die in o!enen demokratischen Gesellschaften anerkannten Konfliktrechte wahr, um Konflikte gegen
Regierungen und Unternehmen ö!entlich auszutragen. Die Organisation trägt durch dieses Vorgehen nicht unwesentlich zur
sogenannten Rechtsfortbildung, also zu positiven Veränderungen beim rechtlichen Schutz der Umwelt bei. Was Greenpeace
einst anprangerte, wird heute von Behörden als gesetzeswidrig verfolgt - etwa die Giftmüllentsorgung in Entwicklungsländer, die
Verwendung von hormonschädigenden Schi!sanstrichen und die Nicht-Kennzeichnung von Gen-Lebensmitteln.

40 Jahre Greenpeace
03.09.2020

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Greenpeace: Fragen & Einfache Sprache: Über Signal für eine andere
Antworten uns Klimaaußenpolitik
KURZ UND KNAPP 01.06.2020 HINTERGRUND 09.02.2022 MEINUNG 09.02.2022

Wie arbeitet Greenpeace? Wie finanziert die Greenpeace ist eine sehr große Organisation. Jennifer Morgan, wird bei Annalena Baerbock
Organisation ihr Engagement für den Wir sind sehr viele Menschen aus der ganzen Sonderbeauftragte für Klimaaußenpolitik und
Umweltschutz? Wie kann man selbst aktiv Welt, die im Umwelt-Schutz helfen. Wir hat dafür ihr Amt als internationale
werden? Die wichtigsten Fragen und Antworten kämpfen aktiv und ohne Gewalt. Greenpeace-Geschäftsführerin niedergelegt.
im Überblick.
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Our fight to save the planet and its people has grown more serious— devastating impacts of climate
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In 1971, a handful of determined activists leased a small fishing vessel, called the Phyllis Cormack, and
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Over the past 50 years, Greenpeace has indeed changed the world. Our committed activists and
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We have grown from a small group of dedicated activists to an international organization with offices in
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