Towards Sustainable Communication in a Changing Media Landscape

EMEEN Publication

Dr. Ufuoma Akpojivi

In a world increasingly defined by division, uncertainty, and digital disruption, the way we communicate is no longer a neutral or secondary concern—it is central to the future we are building. Communication, once considered a simple exchange of information, has become a complex, high-stakes activity. From WhatsApp groups to viral TikToks and AI-generated headlines, today's communication ecosystem is saturated, instantaneous, and highly polarised. As a result, it is also more vulnerable to manipulation and social harm.

The World Economic Forum’s 2025 Global Risks Report underscores this reality, identifying misinformation and disinformation as existential threats to global stability. In contexts with pre-existing tensions—such as Northern Ireland—the stakes are even higher. The 2024 protests revealed how easily social media can be weaponised to inflame divisions, amplify hate speech, and erode community trust.

As someone who has spent over 16 years working across academia, civil society, and policymaking in the UK, South Africa, Ghana, and Nigeria, I have seen firsthand how communication can either build bridges or deepen fault lines. The urgent question we face today is not just how we communicate—but whether we are doing so in ways that are socially responsible, inclusive, and sustainable.

The Case for Sustainable Communication

Sustainable communication offers a framework for navigating this new terrain. It moves beyond corporate PR and environmental campaigns and focuses on how we transmit information without undermining human dignity, civic trust, or social cohesion.

This is not an abstract idea. Communication is foundational to delivering the Sustainable Development Goals (SDGs)—whether it’s improving public health, advancing gender

equality, or promoting peaceful societies. Yet despite its central role, communication is rarely treated as a strategic lever in policymaking or institutional development.

A sustainable communication model encourages intentionality, empathy, and accountability. It asks individuals, organisations, and governments to reflect not only on what they communicate, but how and why. This reflective process is where the concept of “teachable moments” becomes critical. Originally developed in the context of education, teachable moments can serve as a powerful tool in communication—helping individuals and institutions pause, learn, and adapt their messaging for greater social impact.

Rebuilding Trust Through Reflective Engagement

Today’s audiences are not just consumers of information—they are active participants, constantly evaluating credibility and intent. A recent report by The Weber Shandwick Collective revealed declining public trust in corporate and institutional messaging. This trust deficit cannot be bridged by slick branding or superficial apologies. It requires a deeper, sustained commitment to communication ethics.

Institutions must adopt a culture of reflective engagement: evaluating what messages resonate, where harm may have been caused, and how future communication can promote greater inclusion. In my own consultancy and academic work, I have advised NGOs, universities, and public institutions on how to embed this reflective practice within internal communication strategies, stakeholder engagement, and public campaigns.

Northern Ireland as a Communication Test Case

Northern Ireland, with its unique socio-political history and current demographic shifts, is a telling example of what is at stake. The recent weaponisation of digital platforms during the anti-immigration protests exposed the fragility of social cohesion when communication is left unchecked. However, it also revealed an opportunity: to invest in sustainable communication strategies that foster civic identity, cross-cultural understanding, and peacebuilding.

In regions grappling with both legacy tensions and modern pressures, sustainable communication must become a policy priority. It is a strategy for resilience—not just reputation.

A Call to Action

As we confront rising polarisation, AI-driven misinformation, and declining civic trust, sustainable communication is not a luxury. It is an imperative. Whether you are a policymaker, educator, community leader, or corporate executive, the time has come to reflect on how your words, platforms, and strategies are shaping the world. Communication must move from being a reactive tool to a proactive force for justice, inclusion, and wellbeing. We can no longer afford communication that divides, distracts, or dehumanises. The future depends on dialogue that dignifies.

About the Author Dr. Ufuoma Akpojivi is a policy and research consultant with over 16 years of cross-sectoral experience spanning academia, civil society, and international development. He has worked extensively across the United Kingdom, South Africa, Ghana, and Nigeria, specialising in communication ethics, public policy, civic engagement, and inclusive development. Ufuoma is passionate about using sustainable communication as a tool for social cohesion, trust-building, and systemic change. He collaborates with NGOs, academic institutions, and public bodies to design reflective communication strategies that promote accountability, equity, and long-term impact in an increasingly polarised and digitally saturated world.

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