The Role of Social Media in Advancing Sustainability Goals: Influencer Dynamics, Strategic Approaches, and Ethical Considerations

Abstract

This article examines the evolving role of social media in advancing sustainability goals, with particular emphasis on the transformation from traditional corporate messaging to influencer-driven environmental advocacy. Through analysis of current research and case studies, we explore how platform-specific content strategies, influencer partnerships, and data-driven approaches enhance sustainability communication effectiveness. The study analyses the "authenticity paradox" they navigate between commercial viability and environmental credibility. While social media offers unprecedented opportunities for sustainability messaging, significant challenges persist, including greenwashing concerns, algorithmic bias, and audience fatigue. The research demonstrates that successful sustainability communication integrates visual storytelling, transparent corporate reporting, and strategic influencer collaborations, while highlighting the importance of measuring impact beyond conventional engagement metrics. As influencers diversify from celebrities to micro-advocates and AI-generated entities, this article provides a framework for understanding how organisations can maximise communication effectiveness while ensuring that digital sustainability advocacy translates into meaningful environmental action rather than performative awareness.

Keywords: Social Media, Sustainability Communication, Digital Influencers, Environmental Messaging, Corporate Social Responsibility, Content Strategy, Greenwashing, Algorithmic Bias, Digital Advocacy