The Growing Impact of Sustainability in Social Media — And How Businesses Can Keep Up

Over the past decade, two transformative forces have reshaped the business landscape: sustainability and social media. These powerful drivers have revolutionized how consumers interact with brands and how businesses define success. 

As consumer expectations evolve, organizations are increasingly challenged to align their sustainability efforts with authentic, transparent communication — often amplified through social media channels. This intersection of sustainability and digital engagement is changing not only marketing strategies but also the way companies operate and build trust with their audiences. 

Consumer Demand for Sustainable Practices

The food industry exemplifies the growing consumer demand for sustainability in business practices. According to PwC’s 2024 Voice of the Consumer Survey, consumers are willing to pay an average premium of 9.7% for sustainably produced or sourced goods, even amidst inflationary concerns. Similarly, The Packer’s Sustainability Insights 2024 report indicates that 74% of surveyed retailers consider sustainability a primary or secondary priority for their businesses. 

Furthermore, a study by First Insight reveals that 62% of Generation Z shoppers prefer to buy from sustainable brands, with 73% willing to pay more for sustainable products. Together, these findings highlight a clear message for businesses across industries: Sustainability in business is no longer optional — it’s a driving force behind consumer behavior and brand loyalty. 

Defining Sustainability in Business

While many associate sustainability solely with environmental initiatives, the concept encompasses a broader scope. The Ivey Business Journal describes corporate sustainability as managing the "Triple Bottom Line," which includes financial, social, and environmental responsibilities. These three pillars are interconnected, especially in an era where consumers use social media to demand transparency and corporate accountability.​  

Leveraging Sustainability in Social Media Marketing

Companies are increasingly integrating sustainability into their branding and marketing strategies. Brands like General Electric (GE) and Levi Strauss utilize social media and email campaigns to establish strong editorial voices, engaging stakeholders — including employees, investors, media and non-governmental organizations — in meaningful dialogues about their sustainability efforts. This approach not only enhances brand reputation but also fosters community and trust among consumers.​ 

The Impact of Social Media on Corporate Transparency

Social media platforms have amplified the call for corporate transparency. A study by Sprout Social found that 81% of people believe social media has increased accountability for businesses. These platforms enable users to expose corporate irresponsibility and amplify demands for ethical practices. This grassroots communication empowers consumers, employees, investors, and journalists to collectively influence corporate behavior. 

Challenges in Communicating Sustainability Efforts

While some corporations like Ford, Renault, Coca-Cola, McDonald’s and Intel have effectively used social media to promote their sustainability initiatives — earning recognition on the Dow Jones Sustainability Indices — many companies still struggle to connect authentically with their audiences. Even organizations committed to the triple bottom line often face challenges in clearly communicating their sustainability goals and fostering meaningful engagement online. 

Creating two-way conversations with followers, maintaining transparency and measuring the impact of these efforts requires both strategic planning and specialized expertise. In today’s highly connected digital environment, consumers increasingly look to social media not just for brand messaging, but for evidence of real action and accountability. 

Develop Leadership Skills for Sustainability and Social Media Success

As sustainability and social media continue to evolve, professionals leading these initiatives must also adapt. The University of Scranton’s MBA program is designed to equip professionals with the skills needed to navigate the complex intersection of business, sustainability and digital communication. 

The curriculum emphasizes ethical leadership, strategic management, and the integration of sustainable practices into business operations. By enrolling in this program, students gain insights into leveraging social media for transparent communication and learn strategies to balance financial performance with social and environmental responsibilities. Graduates are prepared to lead organizations toward sustainable success in an increasingly digital and socially conscious marketplace.​ 

Learn more about how the University of Scranton can help prepare you for success by exploring the MBA program today!