Tackling SDG awareness and action gaps: A challenge and an opportunity

The path towards sustainable development is one marked by progress and persistent challenges. In 2017, only 38% of the global population was aware of the Sustainable Development Goals (SDGs). By 2023, this figure had grown to 50%, according to a survey of 30,000 people in 31 countries: awareness correlates positively with higher education and income levels, and urban residents under 30 years of age tend to be more informed than those in rural areas. While this figure shows notable progress, it also highlights that half of the world remains unaware of the SDGs.

Despite growing awareness, there exists a substantial action gap. The 2024 Sustainable Development Goals Report reveals that only 17% of targets are on track, hindered by factors such as the pandemic, conflicts, and climate issues. Developing countries face additional challenges, with high debt and a $4 trillion annual SDG investment gap.

However, the report also showcases the power of global collaboration, underpinned by significant achievements like increased internet access, averted AIDS-related deaths, gender parity in education, reduced child mortality, and rapid growth in renewable energy investments.

This goes to show that, for advocates of sustainable development knowledge and learning, these gaps don't necessarily have to be discouraging. In fact, they might even represent a significant opportunity: half the world needs to hear about the SDGs, and the other half requires support to understand and act on their knowledge.

As we discovered at the United Nations System Staff College (UNSSC) in our journey to promote and universalize sustainable development learning, there is no single recipe for success, nor are there clear steps to follow, or guaranteed results in developing learning solutions. Instead, what we can do – in the spirit of collaboration among institutions of the UN system and beyond – is share stories from our experiences that might help guide others towards more efficient practices. The insights below, formulated on the basis of UNSSC's advocacy efforts that I have been a part of, underscore the areas where our actions yielded the most impact.

1. Collaboration and digital innovation

In 2014, UNSSC launched the Post-2015 Learning Hub, a platform aiming to consolidate courses, resources, consultations, events, videos, and publications on the SDGs. Despite the initiative being discontinued in 2016 due to internal reasons, we refused to give up, and in 2019 we finally launched the UN SDG:Learn initiative.

This project brought together the Staff College and the United Nations Institute for Training and Research (UNITAR), as a joint secretariat, to convene over 40 (now 68) organizations in the sustainable development learning space. Despite efforts to collectively join forces, initial engagement on the platform was low, with only modest growth in subsequent years.

It was disheartening, but we persisted, continuously innovating and adapting our approach. In 2021, for example, we launched the SDG Learncast podcast,  inviting leaders from within and outside the United Nations (UN) system to share their insights. The following year, when Spotify announced its annual Wrapped report for 2022, we were pleasantly surprised to find that our podcast was part of the top 15% most followed podcasts in the education category. Over time, thanks to a well-executed social media campaign, we gained nearly 28,000 registered users on the platform and our LinkedIn followers jumped from 9,000 to 37,000.

Eventually, overcoming the competition mindset and fostering genuine collaboration was crucial to achieving our goals. This bold partnership underscored the power of cooperation and proved that pooling resources and expertise can create something greater than the sum of its parts.

2. Localizing efforts

Global initiatives are crucial, but addressing issues at the country level is equally important. A fortunate conversation in Bangkok revealed that our UN colleagues in Thailand wanted to increase young people’s awareness of the SDGs and keep them informed on local initiatives they could support. Reframing this into an opportunity, we collaborated to create the Thai SDG Micro-Primer tailored for Gen Zs in Thailand, drawing inspiration from platforms like Instagram and TikTok.

We embraced a more dynamic format, featuring an influential actress as our narrator and launching interactive filters for Instagram and Facebook with a ‘Choose Your Fighter’ style based on different sustainable development challenges.

From our previous experience developing the SDG Micro-Primer, we learned that different UN agencies could collaborate rapidly and effectively, even outside our traditional ways of working. At one point, over 20 people from various UN agencies were working together; trust, commitment, a strong sense of purpose, and clear support from our leaders proved to be essential skills for us to overcome hurdles, and made the Thai Micro-Primer an effective starting point for partnership with various universities in Thailand.

3. The Power of learning partnerships

Organizations advocating for sustainable development learning, including SDG content creators and curators, have a unique power to shape opinions and inspire action. By consistently sharing expert knowledge on sustainable development, we can help bridge these gaps little by little and turn thoughts into action, creating a more sustainable future.

When we first started the UN SDG:Learn platform, it appeared as though organizations were competing for participants. It took some time, but we soon realized that by pooling our content together, we could offer diverse learning experiences to broader audiences. This collective approach attracted more and more learners, leveraging the power of shared resources.

Through collaboration, innovation, and relentless effort, we can overcome the barriers that hinder progress; as Goal 17 reminds us, after all, forming partnerships for the Goals is key to making a substantial impact.

4. Be relentless

As a final message, the best advice I could give you is to always be relentless.

Do not fall into SDG fatigue: share stories, insights, and calls to action that demonstrate how the SDGs are integral to your life, community, identity, and purpose. Inspire your audiences to embrace the SDGs in their daily lives and advocate for systemic change. Bridging the awareness and action gaps can make a real difference in the world.

Let’s keep advocating for a sustainable future.

This blog is based on the author’s keynote speech at The Future Talks titled ‘Be Relentless: Advocating for Sustainable Development Learning’ on 27 June 2024.

Are you looking for a learning partner for sustainable development? One that uses innovative learning tools and platforms? Contact us at: sustainable-development@unssc.org