Twentieth International Conference on Environmental, Cultural, Economic & Social Sustainability

Abstract

As sustainability becomes an urgent global priority, effective communication is key to motivating the public engagement required for real change. However, sustainability messaging cannot take a one-size-fits-all approach and expect to resonate across diverse cultural contexts. This paper reviews past literature on the complex interplay between culture and sustainability perspectives and communication norms. Key findings show how fundamental cultural values shape attitudes and behavioral patterns relevant to environmental awareness and action. Furthermore, communication styles and norms around directness, reasoning, and nonverbals vary interculturally, impacting how messages are constructed and received. To apply this, the paper suggests actionable strategies for communicators and institutions driving sustainability agendas to collaborate with cultural organizations and leaders. This helps tailor resonant messaging and vet concepts with subgroups early on. Additional recommendations include utilizing focus groups and surveys to test messages, images, channels and frameworks that feel authentic to the local culture. Understanding and bridging cultural differences is imperative for sustainability communication to motivate collective action through powerful, targeted messaging that aligns with the values and norms of diverse communities. More research into intercultural dimensions of sustainability is warranted.