Sustainability communication: how to communicate an inconvenient truth in the era of scientific mistrust

• Published in: Journal of communication management (London, England) Vol. 28; no. 1; pp. 15 - 40
• Main Authors: Voci, Denise, Karmasin, Matthias
• Format: Journal Article
• Language: English
• Published: London Emerald Publishing Limited 18.03.2024; Emerald Group Publishing Limited
• Subjects: Business communications; Climate change; Communication; Content analysis; Emission standards; Emissions; False information; Greenhouse gases; Lifestyles; Literature reviews; Qualitative analysis; Scientists; Sustainability; Sustainable development; Inconvenient truth; Sustainability communication; Scientific misinformation; Media and communication science; Communication strategies
• ISSN: 1363-254X; 1478-0852
• DOI: 10.1108/JCOM-05-2022-0060

PurposeThis conceptual paper aims to explore the current state of sustainability communication research, focusing on the challenges of communicating inconvenient truths in an era of scientific mistrust. Therefore, this study aims to (1) examine the existing research landscape in sustainability communication, (2) identify unresolved problems and challenges, and (3) propose strategies for counteract misinformation through targeted communication.Design/methodology/approachFor this, the authors conducted a critical literature review and analyzed the resulting sample (n = 473 journal articles) by means of qualitative content analysis to (1) evaluate existing communication approaches dealing with the communication of sustainability's inconvenient truth, (2) identify stakeholder groups involved in sustainability communication, (3) discuss limitations of current communication approaches and (4) present recommendations on (more) effective communication strategies to address the unresolved issues in sustainability communication.FindingsThe analysis reveals that when it comes to sustainability communication and its unresolved problems, literature refers to four key stakeholder groups: (1) science deniers; (2) adaptation skeptics; (3) whitewashers and (4) world saviors. Furthermore, the analysis provides valuable insights into the complex dynamics involved in communicating sustainability, emphasizes the need for tailored approaches to engage and address the concerns of each stakeholder group, and exposes limitations in current communication methods and approaches. Accordingly, the analysis highlights the necessity of developing new theories, models and methods specific to sustainability communication to tackle its unique challenges effectively.Research limitations/implicationsLike our society, communication sciences need a fundamental transformation to meet sustainability communication's new challenges induced by the necessary shift toward sustainable development.Originality/valueThis paper provides a comprehensive overview of the current state of sustainability communication in research, specifically addressing the challenges of effectively communicating unpleasant news in the context of scientific mistrust. It fills a gap in existing literature by examining the progress made in addressing these issues and identifying the emerging challenges that need to be addressed.