In our study, the word ‘translation’ is not confined to the translation of one language to others, but rather is used as well both in a general and figurative sense as a term to understand how the socio-political and economic changes resulting from the directives issued by competent international authorities within the architecture of global governance move down from the level of the nation-state to the level of the everyday lives of the citizens. It is hypothesized in our study that the social diffusion and national adaptation of SDGs requires important innovation in both the language and the knowledge translation of sustainability principles and social values. This is proposed as the dual mechanism of sustainability translation.