Tailoring communication to engage diverse student groups in higher education sustainability-related programs

Introduction Higher education institutions play a key role in advancing sustainability by engaging diverse student populations in sustainability-related programs. Despite widespread sustainability initiatives, student participation remains uneven across social identities. Guided by Diffusion of Innovations theory, this study examines how sustainability-related communication influences students' awareness, interest, and participation across diverse demographic groups. Methods Survey data were collected from 202 undergraduate and graduate students at a large southeastern U.S. university. A researcher-developed questionnaire assessed the frequency and sources of sustainability-related communication, preferred communication channels, awareness of sustainability programs, interest in participation, and prior engagement. Bivariate analyses examined differences by race/ethnicity, sex, and sexual orientation. Results Overall awareness of university sustainability programs was high; however, interest and participation differed significantly by race and sex. Multiracial students were more likely to learn about and prefer sustainability-related communication through peer networks and on-campus organizations. Male students showed stronger preferences for social media and informal communication channels, while female students more often preferred university email and reported greater interest in certificate-based sustainability programming. No statistically significant differences were found based on sexual orientation. Discussion Findings suggest that awareness alone is insufficient to promote equitable participation in sustainability initiatives. Differences in communication preferences across racial and gender identities highlight the need for tailored, multidimensional communication strategies. Universities should move beyond uniform messaging approaches and leverage diverse communication channels-including peer-based and digital strategies-to enhance inclusivity and participation in sustainability-related programs.