People often rely on stereotypes when evaluating sustainability advocates. A sustainability advocate is someone who publicly supports sustainability by pushing organizations to act more responsibly (not to be confused with a lawyer), whether from the outside (external sustainability advocates like activists and NGOs) or inside (internal sustainability advocates like critical employees and CSR staff). These stereotypes highlight differences between ex- and internal sustainability advocates, creating the impression that cooperation is unlikely, even though their shared goals suggest it should be natural. However, people familiar with individuals from both sides often notice striking similarities in goals, values, and norms. This contrast between generalized perceptions and personal experience forms the basis of the research presented in this article. This research used an ethnographic approach with two components: the Bridge Builders project, which aims to foster cooperation between internal and external sustainability advocates, and a literature review aimed at understanding the findings of the Bridge Builders project. The results of the research are multifaceted. First, both internal and external sustainability advocates include at least two subgroups with distinct working styles (conservative and moderate internal sustainability advocates and moderate and radical external sustainability advocates). Second, the subgroups moderate sustainability advocates from both sides share notable similarities, enabling cooperation. Third, incremental approaches can be effective. Finally, the subgroup radical external sustainability advocates can exerts substantial positive influence on the success of cooperation between internal and external sustainability advocates.

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