Visual communication in CSR campaigns on Instagram: a thematic analysis of visual strategies for communicating environmental sustainability in the cosmetic industry

This thesis aims to investigate how B-Corp certified cosmetic brands use visual strategies on Instagram to communicate environmental sustainability as part of their Corporate Social Responsibility (CSR) efforts. While CSR has become an integral part in the cosmetics industry, especially concerning environmental responsibility, research on how visual content, both images and videos, shaping sustainability narratives on social media remains limited. In order to close this gap, the study applies Rodriguez and Dimitrova’s (2011) visual framing theory to analyze 166 Instagram posts, both images and videos from 30 purposefully selected B-Corp certified beauty brands. Using a netnographic approach and thematic analysis facilitated by MAXQDA tool, the research identifies key visual themes including educational messaging, branding elements, nature imagery and abstract nature symbols. The findings reveal a dominant reliance on symbolic and emotionally resonant visuals, such as nature imagery, green aesthetics, and human-centered storytelling, which construct a cohesive brand identity aligned with sustainability values. While brands emphasize aspirational and informative messages, they underutilize the participatory or accountability-focused contents. This reflects a strategic preference for emotionally appealing and ideologically safe narratives that frame sustainability as a consumer-friendly, market-driven solution. In this paper, insights emphasizing the significance of visuals in CSR campaigns on Instagram will be provided, enriching the literature on both CSR communication and media.