Abstract
A decade before the end of the Agenda 2030 period, there is a wide gap between SDGs and actual implementation in almost all countries. Given this background and the critical situation (emergency) in climate change and biodiversity loss, communication has a vital role to play. Although more effective SDGs communication cannot compensate the lack of effective action, it is increasing awareness and pressure to act for closing both, the implementation gap and the communication gap. NGOs have played an active role in designing the SDGs and are actively working for their success in many countries. Information and communication is part of these efforts. NGOs are fulfilling three functions: provide visible and credible information (facts), provide explanations (theory), mobilize for change (policy). In addition their function is to look beyond 2030. NGOs like all organizations follow an internal logic and have to survive in a competitive environment. This defines and restricts their activity for SDGs communication. As SDGs implementation in general, communication depends on shared responsibility—with government playing central stage.
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Notes
- 1.
Also in 2015 the Encyclica Laudato Sí by Pope Francis has been published. An important part of the global dialogue and learning process has been the experience with the Millenium Development Goals (MDGs) 2000–2015 (see UN 2015).
- 2.
- 3.
This includes e.g. organizations like Friends of the Earth FoE (in Germany Bund für Umwelt und Naturschutz BUND), Greenpeace, World Wide Fund For Nature (WWF). There are of course many other types of NGOs which are relevant for SDGs communication (focusing e.g. on human rights, children, health).
- 4.
Based on World Bank data more than 10 percent of world population (i.e. 736 million people) are still living in extreme poverty (on less than $1.90 per day) and “the world is not on track to end extreme poverty by 2030” (SDG 1), see https://www.worldbank.org/en/topic/poverty.
- 5.
For on overview on the global carbon pricing debate see e.g. https://www.worldbank.org/en/programs/pricing-carbon; https://www.carbonpricingleadership.org/. For a proposal related to German climate policy (Klimapaket 2019) see https://www.bund.net/service/presse/pressemitteilungen/detail/news/bund-eckpunkte-co2-steuer-reform-mit-oekobonus/.
- 6.
On the role and responsibility of journalists in “educating the public” see e.g. Silk (1986). Specifically on SD and SDGs communication see e.g. Oekom (2018). On the one hand their reporting should provide “neutral” information on the other hand they also feel responsible to use their potentials for supporting the SDGs (advocating). However, the dividing line between reporting and storytelling, between fact and fiction should always be clear. The Guardian’s position: “We believe the climate crisis is the most urgent issue of our times. And we know that Guardian readers are equally passionate about the need for governments, businesses and individuals to take immediate action to avoid a catastrophe for humanity and for the natural world. Today the Guardian is making a pledge to our readers that we will play our part, both in our journalism and in our own organisation, to address the climate emergency. We hope this underlines to you the Guardian’s deep commitment to quality environmental journalism, rooted in scientific fact.” (see https://www.theguardian.com/environment/2019/oct/16/today-we-pledge-to-give-the-climate-crisis-the-attention-it-demands).
- 7.
For an introduction to the “economics of attention” see e.g. Davenport and Beck (2001).
- 8.
See e.g. Rezo’s youtube attack on chancellor Angela Merkel’s CDU climate policy failure which had more than 16 million clicks https://www.youtube.com/watch?v=4Y1lZQsyuSQ).
- 9.
- 10.
This has been cultivated by Greenpeace, see e.g. their (questionable) campaign in 1994 “Ferdinand der Klimafeind”, portraying the CEO of Volkswagen, Ferdinand Piech, as the “climate enemy”. This was long before the “Diesel Scandal”. In 1995 Greenpeace attacked Shell for their plan to sink the Brent Spar Oil Platform in the North Sea – and won overwhelming public attention and support. The most recent example is the “Siemens Case”, Fridays for Future challenging Siemens for the supply of railroad technology for opening the huge Australian Carmichael coalmine by the Indian Adani company. See https://press.siemens.com/global/en/news/joe-kaeser-adani-carmichael-project.
- 11.
There is little information and research on the (relative) cost efficiency of these activities and on optimal allocation of scarce resources.
- 12.
An example for NGO cooperation on a key sustainability (climate) issues is e.g. the German “Coal Commission” on ending the use of coal and transforming the coal regions (see https://www.bmwi.de/Redaktion/DE/Downloads/A/abschlussbericht-kommission-wachstum-strukturwandel-und-beschaeftigung.pdf?__blob=publicationFile). The participating NGO leaders have been criticized by more radical NGO activists for accepting the Commission’s compromise (phase-out of coal-fired power plants by 2038). Recently the consensus broke down and NGO participants demand a more ambitious timeline now (phase-out before 2030).
- 13.
Members decide not only in the annual general assembly but also by their voluntary activities throughout the year. Top-down information campaigns fail if members don’t see a practical use to better understand and inspire their local activities. Although members’ loyalty is generally high, the “exit” option of frustrated members (tired of “voice”) has always to be taken into account (see Hirschman 1970).
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Further Reading
Kurz R (2019d) UN SDGs: disruptive for companies and for universities? In: Idowu S, Schmidtpeter R, Zu L (eds) The future of the UN sustainable development goals: business perspectives for global development in 2030. Springer VS, Berlin, pp 353–363
Kurz R (2019e) Post-growth perspectives: sustainable development based on efficiency and on sufficiency. Public Sector Economics (PSE) 43(4):401–422. https://doi.org/10.3326/pse.43.4.4
Sachs JD et al (2019) Sustainable development report 2019. Transformations to Achieve the Sustainable Development Goals, New York
WBGU (German Advisory Council on Global Change) (2011). World in transition—a social contract for sustainability. Flagship Report 2011. Berlin.
Wenar L (2016) Blood oil. Tyrants, violence, and the rules that run the world. Oxford University Press, Oxford
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Kurz, R. (2021). Sustainability Communication in Case of Emergency: The Role of NGOs in Implementing the SDGs. In: Weder, F., Krainer, L., Karmasin, M. (eds) The Sustainability Communication Reader. Springer VS, Wiesbaden. https://doi.org/10.1007/978-3-658-31883-3_25
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