The CHANGE project funded by the Bonus program focuses on building communication networks and developing strategies for stakeholder collaboration and training. CHANGE is an interdisciplinary research program integrating natural science, business/social science and law to develop a working model for market sustainability. This working model will include recommendations how to steer market based change, both in terms of communication regarding consumers and as a result of market activities within legal frameworks. A change of boating practices in the Baltic Sea is investigated in order to reduce to a minimum the supply of toxic antifouling compounds from leisure boats and serve as a model for other industries, contexts and communities. Our concept relies on four major approaches.