Purpose This study aims to understand stakeholders’ aspiration needs and analyse their role in shaping the articulation and formulation of Grand Challenges (GCs). Design/methodology/approach Using a comprehensive single case study approach, this paper investigates a GC at a local scale: the preservation and development of the Gergovia Plateau, a well-known French site of natural and historical interest. It analyses rich qualitative data according to Gioia methodology to understand the grounded needs of stakeholders. Findings This research deals with the “why side” of a GC when it emerges. First, it identifies four main dimensions regarding stakeholders’ aspiration needs: economic, cultural, environmental and reputational. Second, it highlights the articulation between these four dimensions and analyse their role for a better formulation and implementation of a GC. Practical implications This study helps public management practitioners to better understand the very nature of the GC they wish to address and to structure its foundations by including stakeholders’ aspirations. Originality/value This case is original regarding GCs literature by shedding a new light on how to deal with socio-environmental issues in a context of natural and cultural heritage.