Enhancing workplace sustainability : developing an effective ESD communication strategy for employee engagement

Abstract

As sustainability becomes an increasingly critical priority for organisations, the integration of Education for Sustainable Development (ESD) within organisational communication strategies is emerging as a key driver for meaningful cultural and behavioural change in the workplace. This dissertation explores how senior leaders in Malta's FMCG sector perceive and integrate ESD into internal communication strategies to drive cultural change and employee engagement within the workplace. Employing a qualitative design, it analyses twelve semi-structured interviews with CEOs, CFOs, CMOs, and HR leaders from three organizations, using thematic analysis (Braun & Clarke, 2006) and concept mapping to uncover patterns in ESD awareness, communication approaches, leadership attitudes, and barriers/enablers. Findings reveal varying levels of understanding and prioritisation of ESD across leadership roles, with challenges like resource constraints, fragmented structures, and lacking frameworks hindering integration amid EU Corporate Sustainability Reporting Directive pressures. Opportunities include cross-departmental collaboration and strategic communication for sustainability culture-building. The study proposes a practical framework for embedding ESD in internal strategies, enhancing organizational performance and external ESG messaging. It contributes contextual insights to workplace ESD literature, particularly for small-island economies, with actionable recommendations aligning communication, education, and sustainability goals.