Authenticity or strategy? How universities communicate the Sustainable Development Goals

Abstract

Universities play a crucial role in advancing the United Nations Sustainable Development Goals (SDGs) through education, research, and public engagement. This study examines how universities communicate their contributions to the SDGs, analyzing over 100,000 press releases and more than 2 million publications from 76 German institutions across two decades. Our findings reveal significant variation in SDG-related communication across institutions, with the most active universities communicating up to five times more intensely than the average. These differences are partially explained by structural factors such as international orientation and the proportion of STEM students. Importantly, we observe a weakening of the historical link between SDG-focused research and communication efforts over time, suggesting a shift toward more strategic outreach practices. This evolution underscores a growing challenge for universities: to balance research-driven transparency with strategic messaging, maintaining public trust while amplifying their impact on sustainable development.