In today’s fast-paced digital world, Instagram is often criticized for promoting materialism and shallow consumerism. One of the researchers who focused on this is Vasquez, who conducted research on “The Cultivation of Materialism in the Fashion Community on Instagram” and published it through Arcadia in 2020. Yet, could this platform—beloved for its stunning visuals and influencer culture—also be harnessed for a much more significant purpose: environmental advocacy?
Instagram, with its 1.16 billion users globally, has rapidly become one of the most influential platforms in the world. While many use it to promote the latest trends and shop for products, others have begun to recognize its power as a tool for promoting sustainability and fighting climate change.
Instagram: The Power of Influence Beyond Materialism
It’s no secret that 90% of Instagram users follow at least one business account. As author McLachlan notes in her article published on Hootsuite, “35 Instagram Stats That Matter to Marketers in 2022”, 44% of Instagram users use it as a virtual store. Yet, environmental advocates are challenging the platform’s typical use and leveraging its power to spread messages of climate action and eco-consciousness. In 2020, researcher Lehbrink conducted a study titled “Being Green on Instagram: A Qualitative Study on How Green Influencers are Composing Their Messages and Arguments of Sustainability in Their Instagram Posts” that analyzed how environmental advocates use Instagram. This shift aligns with the research by scholars like Vasquez, who have previously argued that while social media platforms like Instagram are often linked with materialism, they also offer a unique opportunity for positive change. Similarly, other researchers pointed out that social media platforms can influence attitudes and behaviors in ways that could potentially help address global issues, such as environmental degradation. For example, in the research “Virtual Nature Experiences on Instagram: How Greenfluencers’ Nature Posts Drive Climate Action” published in the International Journal of Advertising in January 2025, Hartmann, Philipp, and others analyzed the effects of greenfluencers’ nature posts on their followers’ intentions to protect the climate. They found that the more frequently greenfluencers posted pictures of nature, the more likely their followers were to report virtual nature experiences, which in turn strengthened their connection with nature and increased concern for climate change, ultimately driving climate action.
Can Instagram Change Our Habits?
So, how can Instagram influence behavior when it comes to environmental protection? The answer lies in how environmentalists craft their messages. Instagram’s potential for driving social change is evident in a study conducted among Kazunite readers, where participants were asked about their social media habits and the impact of environmental posts.
- Frequency of Environmental Posts on Instagram
Many researchers, including McLachlan, have pointed out that while businesses flood Instagram with advertisements, there is a notable gap when it comes to posts aimed at promoting environmental awareness. This study confirms that 45.05% of participants report rarely encountering posts that advocate for environmental protection. Only a small portion, 5.41%, said they frequently see such posts. This suggests that while Instagram holds enormous potential for spreading pro-environmental messages, there is still a shortage of content dedicated to climate change advocacy. - Engagement with Environmental Content
Previous studies by Saffer and others have shown that effective social media content often leads to higher engagement and increased action from users. The study showed a similar trend. 45.95% of participants said they sometimes engage with environmental posts when they see them, while 27.03% engage rarely. Interestingly, 48.65% said they were most likely to pay attention to posts that directly relate to their personal experiences or the issues that affect them. This finding mirrors the work of researchers like Spence and colleagues, who suggested that people are more likely to take action when they feel a personal connection to the issue. - Visual Impact: The Emotional Connection
As scholars such as Moor and McFerran have found, emotional and visually striking content is key to engaging audiences on social media. This was reflected in the study, where 35.14% of participants stated they would engage more with posts that contain emotional, impactful images or videos. Visual storytelling, as shown by researchers like Fahma, plays a critical role in shaping how environmental issues are perceived, urging users to take action. - Does Instagram Influence Everyday Choices?
The most encouraging part of this study was the realization that Instagram is indeed influencing real-world behavior. According to McGloin and other researchers, social media platforms have proven to affect daily habits, especially in areas like health and wellness. In this study, 35.14% of respondents admitted that they had changed their habits—such as recycling, reducing electricity consumption, and opting for eco-friendly products—due to the influence of environmental posts on Instagram.
Instagram’s Power to Drive Change
Researchers like Jones and Lee have long noted that the impact of social media can be substantial when it’s used strategically, especially when it connects people with immediate, real-world issues. This aligns with the findings from this study, which suggest that Instagram could become a powerful platform for environmental activism—if the right kind of content is shared.
The survey also revealed a significant disconnect between users and eco-friendly Instagram accounts. 45.95% of participants reported rarely following accounts that focus on environmental issues. This suggests that many Instagram users are not yet fully aware of the environmental consequences of their actions or may not feel personally connected to the issues.
However, the research underscores an important point: when environmental messages are presented in a relatable, emotional, and visually engaging way, Instagram has the power to inspire action. Content that directly relates to people’s lives or highlights immediate environmental issues is more likely to spark interest and drive engagement.
When environmental messages are shared frequently and crafted thoughtfully, Instagram can indeed influence individuals’ behaviors and encourage support for sustainability efforts. The study reveals that a significant portion of users have changed their daily habits to be more eco-friendly after seeing environmental posts on Instagram. This highlights the potential of social media in promoting positive change for the planet.
To maximize Instagram’s role in environmental advocacy, a focus on high-quality, emotionally engaging, and visually striking content is essential. By increasing the frequency and relatability of these posts, more users can be influenced to take action in support of the environment, helping to foster a collective effort toward tackling climate change.
Nazira Bairbek
