2. Description of current situation

Taking the analysis of the current situation as the starting point (the analysis was carried out in spring 2016 and the results were brought together in “Sustainable development in the brand” ), the following section describes perceptions of sustainable development, communication around sustainable development and the need to create a strong link between KTH and sustainable development. In addition to the findings from the analysis, we also outline KTH’s view of sustainable development.

Awareness of sustainable development

There is some awareness of KTH’s work on sustainable development, but we need to achieve an even clearer and stronger association with the brand. One way to do this is to strengthen our communications. Groups who are already aware of KTH and have respect for its work assume that KTH works on sustainable development. However, this does not amount to KTH having a strong profile in sustainability. We can assume that there is a close circle with an increasing awareness of KTH and sustainable development, and this circle will need to be widened in the future to create broader awareness.

Motivations and next steps

Differing motivations and interests on the part of the recipient require different approaches to communicating sustainable development. Some motivations may be more instrumental (such as financial), others more idealistic. As regards communications linked to the motivations of the recipient, we can say that up to now these have mainly reached those already in the know or who have links to sustainable development in their work. To go beyond this, our next steps need to focus on reaching internal parties who are not directly involved in work on sustainable development to create more messengers in the organisation. We also need to reach both external parties who are engaged and those who are not engaged. To a certain extent, the image of sustainable development at KTH is conveyed by individuals rather than by the brand as a whole. We therefore need to bring about a more extensive cultural change within the organisation to ensure that sustainable development is more clearly and strongly associated with KTH.

Communicating with students

There is currently no comprehensive, coordinated communication to existing KTH students, and no department has been assigned that responsibility. The same applies in principle to all areas not specifically connected to student education. If communication is not generally coordinated, it is more difficult then to coordinate communication relating to sustainable development. It would appear that those sending communications do not fully take into account where and how recipients, i.e. students, can and want to receive messages.

What is sustainable development? Some perceptions and KTH’s own definition

KTH works to achieve sustainable development through its courses, programmes, research, partnership work and other activities. As an organisation, KTH uses the Brundtland Report definition of sustainable development :

Sustainable development is development that meets the needs of the present without compromising the ability of future generations to meet their own needs. It contains within it two key concepts: the concept of needs, in particular the essential needs of the world’s poor, to which overriding priority should be given; and the idea of limitations imposed by the state of technology and social organization on the environment’s ability to meet present and future needs.

The definition used in the Report appears in KTH’s sustainable development policy .

The UN’s Sustainable Development Goals  were established in 2015, and are supported by a large number of countries in the world. The goals constitute an international focus for work on sustainable development.  were agreed in advance of the global goals. A review is currently underway of the relationship between the 17 international goals and KTH’s own objectives.

In our analysis of the current situation, definitions of sustainable development varied somewhat, although most had similarities. However, the emphasis was mainly on one of the three perspectives listed below. The perspectives themselves might be described as overall descriptions that have emerged.

The future perspective

Sustainable development is essential if we are to arrive at a desirable, long-term future, and it is viewed as a global issue that is critical for humanity – that what is done today does not compromise our future.

The needs perspective

Sustainable development is described as having three interdependent parts: ecological needs, social needs and economic needs. Innovative and entrepreneurial business activity is seen as one of the drivers of sustainable development. There is a need for political policies, partly to regulate and partly to encourage.

The resource perspective

With balance as the starting point, sustainable development is described as not using more of the earth’s resources than the earth can reproduce. Development is necessary but it must take into account the available resources.

Leading and important players

Leading, important and visible players, both national and international, include organisations and individuals that can be grouped into a number of broad categories. The groups and descriptions are taken from the analysis of the current situation.

Interest groups (primarily environmental organisations)

Work actively on conservation, and have an ability to put a spotlight on important areas, for example through actions with a specific focus, and to put the brakes on negative development.

Academic institutions

Their work is descriptive, solution-focused and educational. Contribute thinking, ideas and methods.

Politicians and public sector administration

Make decisions and indicate the direction of development in society. Represent and guide the population. Include authorities and agencies, government departments, political parties, legislators and decision-makers.

Industry

Expected to drive change based on motivation, opportunity and resources.

Charismatic individuals and citizen engagement

Lead the way by example.

Communicating sustainable development at KTH

The analysis suggests seven overarching areas in which KTH should work on communication relating to sustainable development.

Internal communication and communication with students

Build external awareness using internal communication (include employees, students and alumni).

Continuous communication

Take a coordinated approach; build engagement by adopting a long-term perspective and initiatives that develop relationships.

Communicating to provide clarification

Clarify KTH’s drive, activity and work with sustainable development.

Communicating to influence

Work to influence society and help provide knowledge and data – act as a bridge between academia and the practical world.

Communicating to advance knowledge

Be a platform for exchange, and create networks and groups to enable collaboration around sustainable development.  

Communicating to increase awareness

Convey a shared message through all KTH’s channels that sustainable development is a priority area.

Communicating to attract attention

Create innovative communication alongside more routine communication.

Summary and additional information

Since 2011, KTH has conducted work focused on integrating the environment and sustainable development into its core activity. The aim of communications related to this area has been to highlight and generate interest in work and initiatives relating to the environment and sustainable development in education, research and collaboration. Through these communications, KTH aims to convey an image of itself as an active player making a responsible contribution to sustainable development through education, research and collaboration and by reducing its own impact on the environment and promoting social responsibility.

One image presented is that KTH’s performance and importance in sustainable development is greater than communications convey and that there may be a gap between performance and communication. An alternative image is that communications convey what KTH does but that it needs to do more in the field of sustainable development; this would be additional work that is not part of a communications strategy. However, increased work in the field of sustainable development, more decisions to undertake activities linked to sustainable development and a strategic focus on becoming a leading institute of technology in terms of sustainable development may lead to more opportunities for communication. In addition, an integrated approach to sustainable development will enable there to be a generally stronger association of sustainable development with the KTH brand in terms of its work. 

However, the analysis of the current situation indicates that communication around sustainable development needs to be strengthened in various ways in order to create a closer link between the KTH brand and sustainable development. Awareness of KTH’s work, its aspirations in the field and its ability to contribute needs to be broadened.

Communications relating to the area of sustainable development need to reach a wider audience than before. The way we think about target groups needs to be developed, and also needs to be more extensively focused inwards into the organisation, both to bring about cultural change and to reach other important groups. The type and areas of communication around sustainable development must be broadened to meet the need for increased awareness, understanding and ability.