Bridging the Gap: Leveraging Social Media to Drive Proliferation of Sustainable Buildings

Abstract

As we progress in the global fight against climate change, there has been slow adoption of sustainable building practices, especially within the United States. It is vital for the public to become familiar enough with the concepts to generate a demand for sustainable buildings. This study investigates the use of social media as a key tool for filling the knowledge gap between sustainable building professionals and the public. Specifically, it seeks to address why businesses in the industry should utilize social media and how they can use it most effectively. The study investigates the public’s use habits and preferences on six social media platforms with a survey, interviews, platform discourse analysis, and a review of popular press and peer reviewed journals. The study finds that Instagram is ideal for visual content targeting younger populations; Facebook is best for written content targeting older populations; TikTok is the best platform for reaching new audiences using short videos which may direct users to YouTube for in-depth learning; LinkedIn is ideal for interindustry content; and Twitter is best for intra-industry content. Bridging the gap will propel widespread change in the built environment by generating consumer demand for sustainable buildings, enabling all to reap its benefits and contribute to stopping, and reversing, effects of climate change.