With 72% of consumers wanting their favorite brands to actively engage in sustainability-driven conversations online, brands are taking notice. So, how can today’s marketing leaders authentically connect with audiences and make a meaningful impact through social media?
As consumer interest in sustainability continues to rise, social media has emerged as a critical platform for brands and consumers to come together to shape these important conversations. Our recent social media research revealed that over six in 10 consumers expect brands to have at least a moderate level of involvement in these discussions. Sixty-eight percent of the brands we surveyed recognize this desire and highly or very highly prioritize showcasing their cultural, social or environmental impact through their social media channels. For example:
- 100% of surveyed brands participate in some form of social impact-related conversation on social media
- Health and wellness leads social impact topics at 54%
- Environmental sustainability is the second-most popular social impact topic at 52%
- Food security sits in third place at 51%
This approach is both a proactive brand choice and a direct response to consumer expectations. With so many voices in the mix, breaking through the noise requires more than just participation. Social-first brands—those that our research found to have the most impactful social media strategies—are prioritizing community, content and conversion.
COMMUNITY
Community sits at the heart of social media. By entering social impact conversations with their online community early, brands can position themselves as leaders. However, this is a delicate balance, as engaging in a conversation too early—before audiences are familiar or ready—can cause confusion or backlash. Meanwhile, waiting until a topic gains traction can result in being perceived as a follower.
Surveyed brands reported a range of approaches in this area, and we found no clearly preferred approach:
54
%
engage with a topic once it has gained significant attention
52
%
respond after customers reach out about an issue
52
%
proactively initiate conversations around new and emerging topics
This underscores the critical importance of social listening. Most social-first brands (87%) ranked social listening as a high or very high priority in their 2025 social media plans. By monitoring online communities, marketing teams can make informed decisions about when to join the conversation and when to hold back.
CONTENT
Today’s savvy consumers are highly attuned to brand authenticity. The majority of consumers (81%) expect brands to engage with topics and trends that matter to them, and they quickly recognize when a brand’s involvement lacks genuine commitment.
Timing is not the only factor that influences whether brands participate in social impact conversations. Other critical factors they consider before stepping into these cultural moments include:
- Market growth potential
- Magnitude of potential benefits (e.g., brand awareness, revenue generated)
- Return on investment (ROI)
More than a third (37%) of social-first brands cite the required level of investment as their primary consideration before engaging in these discussions. It is financially prudent for brands to carefully assess the resources and dedication necessary to remain authentic to the cause.
CONVERSION
To convert consumers, brands should first connect with them. Nearly two-thirds of brands (62%) said that highlighting their product or service’s sustainability features on social media is the most effective tactic for building trust. This surpasses impact-driven messaging, sustainability tips, and general content. Audiences have made it clear that they want to see how a brand’s values translate into tangible actions.
Purchasing through social media, known as social commerce, is rising. Our research revealed a 35% increase in consumers who made a purchase on social media from 2023 to 2025. We expect this number grow because:
- 65% of consumers say they want more opportunities to discover and purchase products on social media.
- 56% of consumers browsed products on social media in the past year, making these platforms ideal for reaching consumers in the consideration phase.
For more insights on how audience intent translates to consumer transactions and how to navigate consumer behavior around sustainable products, read “Unpacking the sustainability dilemma: How consumer values become choices.”
About the authors
Kenny Gold
Christina Kavalauskas
Christina supports Deloitte's social and creator practice, helping clients navigate evolving challenges in these dynamic ecosystems.
Nelson Kunkel
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