This paper explores how Snapchat can be strategically leveraged to support sustainable development goals through credible, transparent and engaging corporate communication. It addresses a gap in the literature by focusing on a platform often overlooked in discussions of digital sustainability strategies.
The paper proposes a conceptual model that connects core Snapchat features to broader sustainability outcomes across environmental, social and economic domains. This model is grounded in social identity theory, stakeholder theory and diffusion of innovations theory, while also drawing on crisis communication frameworks to highlight the platform’s potential in both proactive storytelling and reactive message management. Real-world initiatives, including Snapchat’s carbon-neutral operations, its partnership with Scope3 to measure ad-related emissions and AR tools designed to reduce consumer waste, are used to contextualize the model.
Snapchat offers brands a unique opportunity to blend ephemeral, immersive content with meaningful sustainability narratives. When strategically aligned with organizational values, the platform can increase stakeholder engagement, encourage sustainable behaviors and provide rapid response capabilities during reputational crises.
This is one of the first studies to connect Snapchat’s evolving platform features with sustainability communication frameworks, offering both theoretical insight and practical relevance.
