Developing sustainability communication is the key to a better future
Anastasiia Nurullina/corelens
Date of publication:
Sustainability communication is becoming increasingly important in addressing pressing environmental and social issues. If done effectively, it can contribute to the faster adoption of sustainable practices and the improvement of public awareness. In doing so, it should not only focus on avoiding greenwashing but also on how to effectively engage stakeholders in complex sustainability challenges.
This conclusion was reached by Prof. Dr. Urša Golob and Prof. Dr. Klement Podnar from the Faculty of Social Sciences, and Prof. Dr. Vesna Žabkar from the Faculty of Economics, University of Ljubljana, in their article published on the 40th anniversary of the International Journal of Advertising (Routledge), which was recognized as the most influential contribution of 2023. The study was part of a research program titled "Challenges of Inclusive Sustainable Development in the Predominant Paradigm of Economic and Business Sciences."
The aim of this paper was to delineate the research field of sustainability communication and to identify key issues, theoretical starting points and research approaches.
Sustainability communication is most often associated with environmental issues, but there is a need for a broader approach that includes the social and economic aspects of sustainability. Research on sustainability communication tends to focus on green advertising, sustainability reporting and greenwashing. The authors of the study point out that as the field develops, there will be a greater need for communication strategies that are inclusive and action-oriented. They also highlight the importance of linking research to communication practice in different organisations.
Golob, U., Podnar, K., & Zabkar, V. (2023). Sustainability communication. International Journal of Advertising, 42(1), 42–51. https://doi.org/10.1080/02650487.2022.2144035
