Communicating wicked sustainability problems in a natural history museum – communication models, dilemmas, and societal transformation

Introduction Sustainability problems such as biodiversity loss are difficult to communicate due to their complex, interrelated systems, divergent perspectives and controversies, scientific uncertainties, and pressing political decisions. Methods Based on qualitative interviews and document analysis, this study investigates how the public communication of wicked sustainability problems is realised in a natural history museum. Results It finds that the museum staff employs the Dissemination , Dialogue , and Participation communication models to address the inherent characteristics of wicked sustainability problems, namely Complexity , Uncertainty , Controversy , and Urgency . The study also uncovers communication dilemmas, including the challenge of balancing sustainability issues with leisure experiences and avoiding moral authority. Discussion The research emphasises the strength of combining communication models to appropriately reflect the multifaceted nature of wicked sustainability problems. By advancing the understanding of science communication on sustainability problems in a museum context, this research contributes to the development of innovative communication strategies for sustainability and ecosystem protection.