Strengthening sustainability communication in Brantford

Keith Paridy, Conestoga Social Innovation Lab 

The City of Brantford has made sustainability a priority, but effectively reaching all residents, particularly seniors and those without regular internet access, remains a challenge. This research, conducted in partnership with the City of Brantford’s Sustainability Committee, examined the effectiveness of current sustainability messaging and explored new ways to enhance outreach to underserved communities. 

Through an analysis of Brantford’s sustainability communications from 2019 to the present and over 400 in-person surveys, the research revealed that many mature residents did not fully understand the term "sustainability" without additional explanation. Additionally, it identified public libraries as key hubs where residents without home internet access seek information about city initiatives. Findings from this study will help the city refine its messaging, ensuring sustainability efforts are communicated more clearly and inclusively. The city has already expressed interest in continuing research in this area, particularly in preparation for upcoming changes to Ontario’s recycling regulations.