The Sustainable Development Goals (SDGs) are connected to higher education (HE) in multiple ways:education, research, employment for implementing the SDGs, capacity building, mobilising learners, research, technological innovations, and contributions to civic, societal, and community-level initiatives. Despite these multifaceted connections, integrating the SDGs into higher education institutions (HEIs) functions has proven to be a challenging task that only a limited number of universities have successfully addressed. Consequently, academics who promote sustainability face difficulties at both the macro level (organizational culture) and the micro level (teaching and learning). With the 2030 deadline set by the United Nations for learners to acquire the necessary skills toadvocate for the SDGs fast approaching, dedicated academics are turning to activism and advocacy. This presentation explores these challenges through a personal narrative and critical analysis.