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Framing Sustainability on Social Media: A Comparative Analysis of Inside-Out and Oustide-In Patagonia´s Instagram and TikTok digital content

Madrigal Fernàndez, Laura LU and Esquius Cortès, Júlia (2025) SKOM12 20251
Department of Strategic Communication
Abstract
The growing demand for corporate transparency and sustainability has intensified the need for effective sustainability reporting, especially in industries like fashion, which face significant environmental and social challenges. This study examines how Patagonia, a leader in sustainable fashion, applies the Double Materiality (DM) framework in its social media communications, focusing on Instagram and TikTok. While social media’s role in sustainability communication is well explored, the distinct affordances of platforms like Instagram and TikTok remain underexamined. This research fills that gap by analyzing how Patagonia frames sustainability messages using Inside-Out (organizational impact) and Outside-In (external pressure) strategies... (More)
The growing demand for corporate transparency and sustainability has intensified the need for effective sustainability reporting, especially in industries like fashion, which face significant environmental and social challenges. This study examines how Patagonia, a leader in sustainable fashion, applies the Double Materiality (DM) framework in its social media communications, focusing on Instagram and TikTok. While social media’s role in sustainability communication is well explored, the distinct affordances of platforms like Instagram and TikTok remain underexamined. This research fills that gap by analyzing how Patagonia frames sustainability messages using Inside-Out (organizational impact) and Outside-In (external pressure) strategies on these platforms. Using Framing and Affordance Theory, a qualitative content analysis of 233 posts from 2024 shows that Instagram emphasizes organized visual storytelling, while TikTok leverages emotional, spontaneous, and activist messaging. The findings introduce new framing strategies, such as Personal Narrative and Cultural Identity, which enhance engagement and authenticity. This study expands the theoretical application of DM to social media and offers practical insights for fashion brands tailoring their sustainability communications to platform-specific affordances. Ultimately, it contributes to the academic discourse on strategic sustainability communication and provides actionable guidance for brands navigating sustainability reporting in the digital age. (Less)
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author
Madrigal Fernàndez, Laura LU and Esquius Cortès, Júlia
supervisor
organization
course
SKOM12 20251
year
type
H2 - Master's Degree (Two Years)
subject
keywords
Sustainability Communication, Social Media, Patagonia, Double Materiality (DM) Framework, TikTok, Instagram, Framing Theory, Affordance Theory
language
English
id
9203767
date added to LUP
2025-06-23 09:50:41
date last changed
2025-06-23 09:50:41
@misc{9203767,
  abstract     = {{The growing demand for corporate transparency and sustainability has intensified the need for effective sustainability reporting, especially in industries like fashion, which face significant environmental and social challenges. This study examines how Patagonia, a leader in sustainable fashion, applies the Double Materiality (DM) framework in its social media communications, focusing on Instagram and TikTok. While social media’s role in sustainability communication is well explored, the distinct affordances of platforms like Instagram and TikTok remain underexamined. This research fills that gap by analyzing how Patagonia frames sustainability messages using Inside-Out (organizational impact) and Outside-In (external pressure) strategies on these platforms. Using Framing and Affordance Theory, a qualitative content analysis of 233 posts from 2024 shows that Instagram emphasizes organized visual storytelling, while TikTok leverages emotional, spontaneous, and activist messaging. The findings introduce new framing strategies, such as Personal Narrative and Cultural Identity, which enhance engagement and authenticity. This study expands the theoretical application of DM to social media and offers practical insights for fashion brands tailoring their sustainability communications to platform-specific affordances. Ultimately, it contributes to the academic discourse on strategic sustainability communication and provides actionable guidance for brands navigating sustainability reporting in the digital age.}},
  author       = {{Madrigal Fernàndez, Laura and Esquius Cortès, Júlia}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Framing Sustainability on Social Media: A Comparative Analysis of Inside-Out and Oustide-In Patagonia´s Instagram and TikTok digital content}},
  year         = {{2025}},
}