How to communicate "for" sustainability, not just "about" sustainability

Do we need to rethink — or even rebrand — how we communicate sustainability?

In this episode of Sustainability Review, Matthew Campelli is joined by Franzisca Weder, Professor of International Organizational Communication and Sustainability Communication at Vienna University Business School.

Together, they explore three distinct approaches to sustainability communication: communicating of, about, and for sustainability — and why the last of these might be the key to driving real change. The conversation challenges conventional thinking, moving beyond reporting and awareness towards communication that actively mobilises people.

Franzisca also shares how organisations can uncover unexpected sustainability storytellers within their teams, and why creating the right internal conditions is essential for those voices to emerge.

Finally, the episode looks at a bigger shift: how today’s disruptions might offer organisations a chance to redefine what sustainability means — and for communicators to sharpen how they frame and contextualise it.