Environmental activism and sustainable communication of B-Corp fashion brands on Instagram: best practices, emerging opportunities, and remaining challenges

Abstract Born-sustainable fashion brands are gaining increasing visibility within the fashion industry due to their strong commitment to climate neutrality, innovative business models based on recycled and upcycled materials, and the development of circular services that extend garment performance and durability. Equally central to their purpose is raising global awareness of critical environmental challenges. Social media platforms have become key arenas for these brands to showcase sustainability performance while encouraging more responsible consumer behaviors. Building on scholarship in brand activism, circular innovation, and sustainability communication, this study undertakes an exploratory analysis of sustainability communication and environmental activism on Instagram. The research focuses on 7 fashion brands certified as B-Corps for their outstanding commitment to sustainability and is based on a content analysis of 1754 visual and textual posts. Findings underscore the need for sustainability-driven fashion brands to avoid ambiguity and inconsistency in their digital communication strategies. They further highlight the importance of integrating scientific evidence to demonstrate how sustainability is concretely implemented across manufacturing and distribution. Finally, the study emphasizes the role of internal stakeholders in fostering consumer engagement with sustainable mindsets and in amplifying global awareness of critical environmental and societal challenges.