P.B. Vermey-Tassa
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Realising Sustainable Ambitions through Communication in the Front-End Phase of Built Environment Projects
A single case study on steering sustainability ambitions with communication as progressive developer from initiative until realisation
The construction sector plays a major role in global CO2 emissions, making the consistent realisation of sustainability ambitions a pressing challenge. Although progressive developers increasingly set high sustainability goals in the early project phases, these ambitions often weaken during the front-end process. This research examines why this gap between ambition and outcome persists and how communication can be used as a governance mechanism to safeguard sustainability objectives. Using a Design Science Research approach, the study combines literature insights with empirical findings from a single case study supported by interviews, document analysis, workshops and expert validation. The results show that ambition dilution is strongly influenced by communication gaps, unclear expectations, insufficient risk dialogue and the absence of structured feedback loops. These gaps become most impactful in interactions with conservative stakeholders such as housing associations and contractors. The study delivers a practical communication strategy tailored to progressive developers, structured around critical project moments and three communicative horizons: Align, Assess and Assure. This strategy supports goal clarity, stakeholder alignment and transparent decision-making, enabling more consistent realisation of sustainability ambitions throughout the project lifecycle.
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The construction sector plays a major role in global CO2 emissions, making the consistent realisation of sustainability ambitions a pressing challenge. Although progressive developers increasingly set high sustainability goals in the early project phases, these ambitions often weaken during the front-end process. This research examines why this gap between ambition and outcome persists and how communication can be used as a governance mechanism to safeguard sustainability objectives. Using a Design Science Research approach, the study combines literature insights with empirical findings from a single case study supported by interviews, document analysis, workshops and expert validation. The results show that ambition dilution is strongly influenced by communication gaps, unclear expectations, insufficient risk dialogue and the absence of structured feedback loops. These gaps become most impactful in interactions with conservative stakeholders such as housing associations and contractors. The study delivers a practical communication strategy tailored to progressive developers, structured around critical project moments and three communicative horizons: Align, Assess and Assure. This strategy supports goal clarity, stakeholder alignment and transparent decision-making, enabling more consistent realisation of sustainability ambitions throughout the project lifecycle.