Engaging Instagram content for sustainability: A framework from sustainable fashion brands

The impact of the sustainability imperative on social media marketing communications remains poorly understood, particularly in how brand-generated Instagram content can foster engaging consumer experiences that actively promote sustainability. This study investigates how sustainable fashion brands use Instagram to create engaging content to communicate sustainability and encourage sustainable futures. Using an interpretive qualitative case study approach, we analysed 343 Instagram posts from three global sustainable fashion brands over a six-month period. Thematic content analysis identified four distinct types of posts focused on organisational change, sustainability issues, wellbeing, and conscious consumption. Furthermore, three co-existing dimensions were identified – consumption/production action, individual/universal scope, and aesthetic pleasure/knowledge approach – and these informed the development of a framework illustrating how Instagram post executions foster consumer brand engagement (CBE) for sustainability purposes. The findings provide empirical evidence of how exemplary brands strategically use Instagram to influence consumer awareness and behaviour, contributing to broader sustainability goals. This research offers both theoretical and practical insights into the role of social media in shaping sustainable consumption through engaging brand experiences.