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CHAPTER 7

M M O C

N O I T A C I N U

Effective communication is a fundamental part of building a sustainable campus as it can lead to greater awareness of environmental issues and better adoption of sustainable practices. It also promotes the commitment of a university to the cause, all of which are vital to encouraging positive environmental behaviour and embedding a cultural shift at every level. Universities have diverse and fragmented audiences, democratic management structures, and fierce academic independence, so implementation of change from above is not likely to succeed on its own. Strong communication and effective dialogue among all parties is essential, reinforcing the vision of a ‘sustainable university’, and thereby stimulating structural changes and collective development. To create institutional change, the many individual projects and pockets of activity that are taking place unknown to most must be brought into the mainstream and communicated more widely to both internal and external stakeholders. In doing so, results can be showcased, commitment conveyed, and ideas can be shared and further action inspired. Campus sustainability practitioners need to send empowering messages to bring about changes in attitude and behaviour. Communicating with an authentic, clear, and consistent voice will help build trust, and create teams and networks, which will in turn generate greater influence among colleagues and students. When communicating the university’s sustainability performance to an external audience, transparency and accountability are crucial.

COMMUNICATION

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IARU - Green Guide for Universities – pathways towards sustainability  

Green Guide for Universities – IARU pathways towards sustainability developed by 10 leading international universities and the think-tank Su...

IARU - Green Guide for Universities – pathways towards sustainability  

Green Guide for Universities – IARU pathways towards sustainability developed by 10 leading international universities and the think-tank Su...