SUSTAINABILITY IN ENTREPRENEURSHIP AND MARKETING: HOW BRANDS ARE PROMOTING THEIR SUSTAINABILITY EFFORTS ON SOCIAL MEDIA

Abstract

For my honors thesis, I have chosen the track of creating a formal academic thesis centered around sustainability. The topic I am curious to analyze and research about is how brands are promoting their sustainability efforts on social media. I have chosen this topic because as a marketing major, I am most curious about how companies use their social media platforms to represent their brands. I am also a frequent social media user myself and a brand loyalist consumer. With all of this combined, I believe the topic and purpose of this paper really relates to me and my interests. Diving deeper into the topic of the honors entrepreneurship course, I am eager to learn more about how sustainable brands set themselves apart on social media, and uncover the imagery and posts of top social media brands who have successfully incorporated sustainability into their business plan. A company that immediately comes to mind for me is Summer Fridays (one of my favorite beauty and skincare brands) because not only do they have a strong social media presence, they also have several sustainable aspects to their business model. I am looking forward to digging much deeper into how they do it all successfully, and will also be studying the methods of a couple other companies as well.