The Australian commercial seaweed industry is often described as one of great potential – for creating healthier oceans, regional jobs and reducing Australia’s emissions. Momentum within this industry is building rapidly, with seaweed production framed as a ‘sustainable’ development option for coastal regions. But terminology such as ‘sustainable’ often remains vague, leaving space for miscommunication, misunderstanding, and the potential for poor project outcomes and community friction. This research draws on survey data collected from individuals in Australia to explore the varying ways in which different demographics understand ‘sustainability’ in context of seaweed production. Further open-ended interviews suggest a broad expectation of nuance and transparency which is often not found in published literature, which may suggest a potential mismatch between community expectations and current industry, academic, and government approaches.