Universities are uniquely positioned to lead the charge in sustainability by embedding it into their teaching, research, and campus operations. However, the success of these initiatives depends on effective communication that aligns institutional values with stakeholder expectations. Clear, inclusive, and actionable messaging ensures that students, faculty, and staff not only understand the institution’s sustainability goals but also play an active role in achieving them.
This article explores six essential steps for improving sustainability communication within higher education institutions (HEIs), with practical insights for communications practitioners.
A one-size-fits-all approach often fails to engage key audiences such as academic departments, administrative units, and students with varying priorities.
Personalised messaging that aligns with stakeholders' interests increases participation and ensures no group feels excluded from sustainability initiatives.
• Segment Stakeholders: Tailor communication strategies for student groups, faculty, and administrative teams.
• Host Collaborative Forums: Use workshops and listening sessions to foster two-way communication.
• Encourage Peer-Led Initiatives: Empower students and staff ambassadors to spread messages within their networks.
• Case Study: The University of Exeter’s "Sustainability Conversations" gave stakeholders ownership by involving them in co-creating campus initiatives.
Sustainability efforts can appear as add-ons if they are not integrated into the university’s mission and identity.
A sustainability-focused brand not only strengthens credibility but also attracts students, faculty, and external partners who align with these values.
• Integrate into Core Documents: Embed sustainability commitments into the university’s mission statement and strategic plan.
• Highlight Achievements: Share milestones through newsletters, events, and social media.
• Coordinate Internal and External Messaging: Ensure consistency between internal staff communications and external public-facing campaigns.
• Example: Leuphana University Lüneburg integrated sustainability across campus policies and external partnerships, positioning itself as a sustainability leader.
Staff often feel overwhelmed by competing demands and may perceive sustainability as a low priority.
Staff engagement is critical to embedding sustainability into everyday operations, from procurement and energy management to teaching and mentoring.
Practical Steps:
• Professional Development: Offer sustainability training as part of professional development programs.
• Empower Staff Champions: Identify sustainability champions within departments to lead by example.
• Create Recognition Programs: Reward sustainability contributions through awards and features in internal newsletters.
• Case Study: Green Impact is A UNESCO award-winning programme to embed environmentally and socially sustainable practice across your teams and departments. Delivering a bespoke programme for universities, colleges, and research institutes to support staff and students to learn about and lead on sustainability in a holistic way. Green Impact includes practical steps to improve environmental sustainability, embedding sustainability into the curriculum, enhancing the social fabric of institutions, and improving wellbeing.
Takeaway: Staff play a pivotal role in sustainability transitions. By involving them in decision-making and recognising their contributions, institutions can foster a culture of shared responsibility.
Students are often enthusiastic about sustainability but may lack the platform or guidance to contribute meaningfully.
Students are powerful advocates for change within and beyond campus. Their engagement can drive initiatives that enhance campus sustainability and contribute to broader societal impact.
• Support Student-Led Initiatives: Provide funding and mentoring for student sustainability projects.
• Foster Collaborative Spaces: Create forums where students can propose and co-create sustainability solutions.
• Enhance Curricula: Integrate sustainability topics into coursework across disciplines.
• Example: The University of British Columbia’s Sustainability Ambassadors Program empowered students to lead campus-wide energy-saving campaigns.
Takeaway: Empowering students to take ownership of sustainability projects not only builds their leadership skills but also strengthens the institution’s sustainability reputation.
Resistance to change and short-term thinking can undermine long-term sustainability efforts.
Sustainability initiatives often require systemic changes that can disrupt established routines and challenge institutional norms.
• Foster Transparent Communication: Be upfront about challenges, timelines, and expected impacts of sustainability projects.
• Integrate Long-Term Goals into Performance Metrics: Incorporate sustainability KPIs into departmental evaluations and annual reports.
• Engage Leadership: Ensure senior leaders actively participate in and endorse sustainability initiatives.
• Case Study: The University of Lüneburg engaged faculty leadership in sustainability action plans, reinforcing their alignment with strategic goals.
Takeaway: Addressing institutional barriers requires long-term vision, clear accountability, and leadership support.
Stakeholders may lose trust if institutions do not communicate both progress and challenges in meeting sustainability goals.
Consistent updates on progress demonstrate accountability and foster stakeholder confidence in the institution’s commitment to sustainability.
• Publish Transparent Reports: Share annual reports with updates on key sustainability metrics.
• Recognize Contributions: Celebrate success stories in newsletters, webinars, and public events.
• Solicit Feedback: Use surveys and focus groups to gather feedback on communication effectiveness and adjust strategies accordingly.
• Example: Institutions that publish interactive sustainability reports often see higher engagement and feedback from stakeholders.
Takeaway: Transparent reporting builds trust and reinforces a culture of continuous improvement.
1. How do we address "sustainability fatigue" among staff and students?
Avoid overloading stakeholders with frequent messages. Instead, opt for curated, meaningful updates and use storytelling to highlight progress and personal contributions.
2. How can faculty embed sustainability in disciplines that don't seem directly related?
Use cross-disciplinary examples. For instance, economics courses can explore sustainable markets, while design classes can emphasize eco-friendly product development.
3. What’s the role of partnerships in sustainability communication?
Collaborate with local communities, alumni, and corporate partners to amplify messaging and foster collective impact.
4. How do we engage skeptics who may resist sustainability initiatives?
Frame sustainability as a tool for enhancing operational efficiency and reducing costs. Show data on savings achieved through past initiatives.
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By embedding sustainability into institutional culture and improving communication, universities can foster a deeper sense of purpose and collective action. Practitioners should prioritize transparency, inclusivity, and engagement to ensure stakeholders see themselves as active participants in creating a sustainable future.