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This study aims to explore the impact of current trends like the development of digital communication channels and a greater focus on sustainability, together with external pressures such as a growing electricity crisis on how internal communication is practiced, by using South African internal communication as context.

Two rounds of qualitative semi-structured interviews were conducted with senior internal communication practitioners and consultants to provide a robust view of the research problem.

It was found that external pressures and trends were viewed as more important than incorporating the broader definition of sustainability into the practice of internal communication. It became clear that internal communication must negotiate seemingly opposing demands like moving to digital communication, while facing electricity shortages and balancing economic pressures with stakeholder inclusion in messages. The findings suggest that internal communication cement organisational survival but should embody the environmental and social elements of sustainability.

The study contributes new insights to the importance of internal communication during crisis times, like the energy crisis in this study. Internal communication should embody the wider sustainability discussion during periods when challenging external forces are at work.