ABSTRACT
Growing concerns around climate change, resource scarcity, available of raw materials, energy costs and employee well-being have been the driving forces behind the modern corporate sustainability movement. It has been the power of social media that has made these issues mainstream concerns for companies, however, as consumers have learned about sustainability risks and have petitioned companies online to do better. This chapter considers how successive innovations in media technology – from print to TV to the Internet and finally social media – have propelled environmental and sustainability activism, and how that activism has shaped corporate responsibility.
