Towards a New Global Narrative for the Sustainable Development Goals

This chapter looks at the question of how best to motivate support for the sustainable development goals (SDGs). It asks how the goals can be made compelling for a variety of stakeholders including national governments, the staff of international organisations, and citizens around the world. The chapter first asks whether the SDGs can function as SMART goals and looks at the implications of this approach for delivery. It considers whether a ‘stretch goal’ approach is better suited to the goals’ aims and aspirations. The chapter then shifts attention to the public-facing aspirational nature of the goals, looking at the way they intersect with global public opinion. It evaluates existing efforts to distill the meaning of the SDGs into simple slogans. The chapter also argues that the goals must be embedded in a new global narrative about their overarching goal and purpose if they are to achieve influence in the long run.