In today’s crowded social media landscape, where expectations are high, engagement is fleeting and scrutiny is swift, simply broadcasting commitments is not enough. For brands communicating on sustainability, treating social media as a megaphone misses the opportunity to drive meaningful engagement. To build lasting credibility, brands must move beyond one-way messaging and embrace social media as a space for transparency, dialogue and connection.

Reach has long been a key success metric in sustainability communications on social media. Often used as a stand-in for awareness, the assumption was that the more people who saw a message, the greater its potential to shape brand perception and influence consumer behaviour.

But social media algorithms have evolved. Today, they prioritise meaningful interactions over visibility metrics, favouring signals such as saves, watch time and likes per reach – indicators of genuine engagement rather than passive consumption.

This shift feels particularly relevant in the context of sustainability, where trust is fragile and scepticism is high. Accusations of greenwashing can spread quickly, and audiences increasingly demand transparency and tangible proof of impact. Among Gen Z, more than 75% believe that organisations exaggerate or misrepresent their sustainability claims.

In this new environment, reach doesn’t guarantee influence. Brands that succeed understand that engagement isn’t about attention, it’s about value. Content that educates, inspires or invites conversation is far more likely to be remembered, shared and trusted.

To earn that trust, brands are evolving their social media strategies to move beyond surface-level metrics. Here are three ways they’re leading the charge:

Employee-generated content

As audiences grow more sceptical of sustainability claims, brands are strengthening their credibility by turning to a powerful yet often underused asset: their employees. By amplifying real voices from within the organisation, brands are complementing traditional top-down messaging with bottom-up storytelling that can feel more human, transparent and trustworthy.

Employee-generated content (EGC) offers an unpolished, behind-the-scenes look at how sustainability values are lived out day to day. It signals that the company’s commitments aren’t just PR, but are part of the culture. For example, BHP highlights the experiences of its female employees to underscore its commitment to gender equity, while Chipotle’s TikTok content gives viewers a glimpse into the employee experience and how sustainability shows up in day-to-day operations.

Unlike scripted leadership videos or polished brand posts, EGC is inherently more relatable. It shows that sustainability isn’t just a top-down initiative but a shared responsibility across the organisation, made real by the people who live it every day.

These real-life voices are often far more relatable than scripted leadership videos or polished brand posts. EGC can help demonstrate that sustainability is not just a top-down initiative, but an ethos embedded throughout the organisation, with employees actively contributing to the sustainability journey.

Keeping pace with culture

Social media has become the dominant space where culture lives and evolves. Platforms such as TikTok and Instagram don’t just mirror the zeitgeist; they shape it in real time. For sustainability communications, which can often feel technical, abstract or acronym-heavy, social media is an opportunity to translate complex ideas and share content that is relatable, relevant and engaging.

The RSPB’s use of TikTok is a powerful example of how this can work in practice. By leaning into platform-native humour and cultural cues, they’ve made wildlife conservation feel timely and relevant, without compromising their mission.

But chasing visibility without substance risks undermining credibility – and can open the door to accusations of greenwashing. To build trust, brands should show up with content that’s true to their values and aligned with their long-term commitments. By offering content that genuinely adds value to the conversation, rather than just seeking attention, brands can foster deeper, more meaningful connections with their audience.

Community building

As social media platforms shift their focus towards deeper engagement, community building has become a critical strategy for brands looking to earn trust. One-way broadcasts are no longer enough, audiences expect genuine dialogue, transparency and responsiveness.

In sustainability communications, this means going beyond promotion to actively engage with questions, concerns and feedback. Whether through Q&A sessions, live streams or interactive tools such as polls, challenges, duets and stitches, brands have an opportunity to co-create content and open up conversations, amplifying the voices of others rather than just their own.

Even small actions, such as consistently replying to comments and DMs, signal that a brand is listening and willing to be held accountable. These interactions may not always be noticed, but they drive the kind of trust-building, relationship-deepening engagement that today’s audiences, and algorithms, prioritise.

A partner for digital storytelling

Cutting through the noise on social media requires clarity, creativity and credibility. Our team of communications experts, copywriters and designers can help turn complex sustainability messages into compelling content that speaks engagement across your digital channels. Whether you’re looking to shape your narrative, deepen audience connection or upskill your teams in digital sustainability communication, we’re here to help. Get in touch to explore how we can support: info@flag.co.uk