Traditional Craftsmanship and Sustainable Materials: Social Media as a Platform for Awareness and Preservation

ABSTRACT Traditional craftsmanship represents the cultural heritage and identity of various communities, usually based on the traditional use of sustainable, eco‐friendly materials. These practices have become marginal through the rapid pace of industrialisation and globalisation, and their survival is being threatened. Social media has emerged as the strongest tool in raising awareness and sustaining traditional crafts by connecting artisans with local and global audiences to engender appreciation for sustainable materials. This chapter draws a connection between traditional craftsmanship and environmental sustainability, elucidating how digital platforms are facilitating the revival of artisanal practices around storytelling, marketing, and community engagement. It socially empowers artisans and organisations through social media to educate consumers on why sustainable materials like natural fibers, reclaimed wood, and organic dyes are environmentally friendly, all while advocating for conscious consumption. This chapter demonstrates a case study of successful campaigns and efforts with the help of the internet in sharing this space for artisans to articulate their stories, confront the mass production alternative, and attempt to build economic resilience.