Navigating the challenges of ESG communication on social media

The paper investigates the challenges for effectively communicating cor-porate Environmental, Social, and Governance (ESG) initiatives on social media. As stakeholder expectations regarding ESG transparency increase, it has become critical to communicate these efforts to various stakeholders, including investors, consum-ers, employees, and regulators. The study emphasises the challenge of finding the right balance in corporate sustainability communication, as under and over-communica-tion can have negative consequences. Over-communication can lead to accusations of greenwashing, while under-communication can create perceptions of negligence. This research uses a multiple case study approach to analyse the ESG communication practices of top global brands listed in the 2024 Global RepTrak® 100, employing Lexi-mancer, a content analysis tool, to identify key themes and insights. The findings high-light successful communication strategies for promoting stakeholder engagement and upholding corporate reputation in an increasingly digital and interconnected environ-ment. The study contributes to the literature on sustainability communication by offer-ing updated strategies for effective ESG communication, aiding companies in navigat-ing the challenges posed by the digital age.