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The purpose of this study is to examine well-being messaging on Instagram to understand what constitutes transformative social media advertising with potential to enhance consumer lives and create change at a community and societal level.

A novel-phased approach using transformative advertising research and positive psychology is adopted for an in-depth examination of Lululemon, a well-being brand advocate. The study combines secondary case data, analysis of brand messaging on Instagram, interviews with brand followers, and six months of Instagram posts consumer responses.

Four themes – inspiring personal journeys and potential, encouraging mindfulness and gratitude, supporting connection and community and advancing diversity and equity – are used to develop a typology of well-being advertising message elements on Instagram.

This study contributes to the call for research on transformative advertising by establishing that Instagram is a powerful platform for well-being messages, particularly from brands committed to social issues. Practical implications for brands and avenues for future research are provided.

The world continues to grapple with grand challenges – climate change, pandemic, poverty, social injustice and diminishing resources – requiring mitigation if we are to focus on well-being and move towards a more sustainable future. Cultivating sustainable ecosystems offers a possible solution. The purpose of this paper is to understand how sustainable organizations at the meso level can nurture sustainable service ecosystems that provide the potential for greater well-being outcomes for individuals, business, society and the planet.

Case study data is gathered from 11 sustainable fashion organizations operating at the meso level within a complex ecosystem. The analysis includes interviews with founders and/or key managers and secondary information from company websites and publicly available reports.

The findings identify key value co-creation sustainable practices at the meso level that facilitate the function of the service ecosystem to create well-being outcomes. Value co-creation practices include – embedding a sustainable ethos; implementing sustainable strategies that embrace innovation, transparency and stakeholder collaboration; and incorporating sustainable communication practices that engage.

Encapsulating sustainability within macromarketing and service ecosystems enables the development of a sustainable service ecosystems framework that has the potential to offer enhanced well-being. Implications for marketing practice in terms of important factors that facilitate service-sustainable ecosystems to enhance well-being are considered.