Considering the importance and need for sustainable development in university research, a research group was created to discuss, criticize, develop, and disseminate theoretical and practical studies linked to the 17 sustainable development goals (SDGs), according to the United Nations (UN). This article presents the experience since the creation of the research group, through the difficulties and lessons learned. Professors and research students from two master's courses, one being an academic master's degree in Administration and the other a professional master's degree in Public Management, carry out their studies based on one or more SDGs, which are applied in organizations in the public sector, the private sector or in social organizations. As a result, a gradual evolution has been observed over the 12 years of the research group's existence, both in the number of researchers and in academic and managerial publications, as well as in partnerships with social and research institutions. However, the experience also shows difficulties, lessons learned and expectations for a greater range of studies on sustainable development. It is hoped that this article, in addition to exchanging ideas and contacts, will demonstrate the possibility of including studies that lead to development in universities and society in the academic research agenda.