ABSTRACT
“Creating a strong business and building a better world are not conflicting goals – they are both essential ingredients for long-term success.”
–Bill Ford
Chapter Overview
As organizations are making efforts to ensure sustainability in their practices, it becomes crucial to communicate these efforts to the consumers. Creating socially responsible consumers has become a need of the hour and a top priority for businesses. With the advent of social media and its integration into marketing communications, marketers have begun to explore social media as a lucrative tool to communicate sustainable efforts. This chapter addresses how social media's growing popularity can act as a useful tool for sustainability marketing and, in the process, to create socially responsible consumers. This chapter also presents a few examples and lessons about how organizations use social media for sustainability marketing. Consequently, this chapter aims to provide guidelines and frameworks that can be considered by various stakeholders while developing social media strategies for sustainability marketing.
