Scroll, Share, Sustain: The Impact of Social Media on Social and Environmental Sustainability

Global development agendas such as the Sustainable Development Goals are focused on sustainability as a tool to improve the multi-faceted dimensions of human lives. Social media is one technology at the forefront of research into sustainability due to its social nature and ability to monitor human behaviour. Social media has become an integral part of society with a far-reaching impact that extends beyond our personal lives. Since its inception in the early 2000s, social media has grown exponentially and transformed in the variety of platforms available, usage and influence. It has become a powerful tool for sharing information, influencing behaviours and opinions and starting global movements. In this regard, these platforms are essential in shaping our understanding and actions around sustainability. However, there is a lack of comprehensive research on both the positive and negative impact of social media on sustainability and how exactly social media influences sustainability. This systematic literature review (SLR) paper aims to explore the impact of social media on social and environmental dimensions of sustainability, examining both the negative and positive implications of its pervasive use. The SLR assessed 70 studies using the Web of Science and Science Direct databases. The results of this study show the dual impact of social media on social and environmental sustainability. Positive impacts include promoting sustainable consumer behaviour, facilitating corporate social responsibility campaigns, improving brand perceptions and increasing engagement with sustainability topics. However, unintended consequences of social media can propagate issues like greenwashing, overconsumption, promotion of extremist views, and misinformation. The implications of this study might be used by digital policymakers, organisations and individuals who seek to exploit these platforms for sustainable development.