Franzisca Weder has been a professor of organizational and sustainability communication at WU Vienna for more than two years now. Her research shows that traditional teaching approaches often fall short. That’s why she works with her students to develop projects that disrupt routines, provoke reflection, and spark conversation. In our first Meet Our Researchers episode of 2026, Franzisca Weder talks about the opportunities and challenges that come with these ‘unorthodox’ forms of teaching. After filming, we visited her in her office to discuss the role communication plays in sustainability, and the areas of her life where she chooses to be a bit of a rebel.

How did you get into sustainability communication?

I studied journalism and art history, and I was always drawn to critical minds and areas of society where spaces of communication are created – like in the arts. Later, I completed my doctorate in health and science communication. A big part of it revolved around questions such as: How do we actually communicate? and What normative assumptions guide the way we communicate? From that angle, I began exploring corporate responsibility and sustainability.

What is your take on the current media coverage of sustainability?

Sustainability is a long‑term issue, but the media tends to focus on what’s happening today, emphasizing mostly negative news. Yet at its core, sustainability tells a positive story: one about good resource management. The challenge is that sustainability is an abstract concept and difficult to translate into narratives that connect with people’s everyday lives.

If we look at corporate sustainability communication, where do you draw the line between greenwashing and genuine sustainability communication?

Greenwashing is ethically problematic, but the public debate about it is very important. It sharpens our normative framework. It’s only when scandals occur that we truly develop our ability to distinguish between good and bad corporate behavior.

What role can academic research play in making sustainability more tangible? And does this mean that researchers also need to be activists to some extent?

Not necessarily, I’d say. First and foremost, researchers  generate knowledge. If they also choose to be activists, that certainly does have an impact. But regardless of whether we’re activists or not, we are paid with public money and should therefore ensure that our work is socially relevant, and we should consider the impact it can have. For me, that means being a bit rebellious and provocative, pushing back against established theories and boundaries.

In what way are you rebellious?

I like to do things differently, and sometimes I like to be a bit edgy. Especially when you’re a woman working within the system of academia, it’s worth questioning the existing rules of the game: What are they, and how can we deal with them more creatively?
For instance, I took my sons along to the conferences I attended when they were babies, from Singapore to Boston. You need a certain level of flexibility for that, and an inner willingness to do things a little differently.  Sometimes it’s the small, everyday things we do that feel “normal” to us but may unsettle others and make them think. For example, once a week I take my son to his football training at the Rapid club by bike, while everyone else arrives by car.

What do you want to teach your sustainability communication students?

Above all, it’s about building a critical mindset. I want students to develop strong analytical skills so they can understand how sustainability communication works and how deeply it is shaped by market logic. And then, I want them to have the courage to develop their own ideas, challenge dominant narratives, and become agents of change. My favorite moments are when students engage in creative projects, like case studies where they pitch their own campaign ideas.

If you could give one piece of advice to people working in sustainability communication, what would it be?

Have the courage to do things differently, and don’t be afraid to get some pushback from people who are rubbed the wrong way. Take the Eco‑Leadership Team Barbies, for example. These Barbie dolls represent women professionals who work to protect the planet – from chief sustainability officers to environmental activists to renewable energy engineers. Often, it’s the little things disrupting familiar patterns that can really create an impact. We don’t have to glue ourselves to a road to achieve that. But we can make people think if we do what we can within our own spheres of influence.

Reference related to the video

Weder F., Kierans P.M. (2025): Unorthodox? Sustainability as Discursive Guidepost for Creating Transformative Agency. In: Professional Communication Education. Sustainability. 2025. 17(15)