Sustainability can no longer be classified as a passing fad. In fact, its increasing importance results in the formation of new markets and target groups. Each year the “Best Global Green Brands” are announced- 50 companies with an outstanding performance regarding social and ecological principles (Interbrand, 2014). Through an efficient communicational approach, these companies are also perceived as true sustainability brands among consumers. However, the emergence of social media, has strongly affected communication strategies of sustainability brands (Fieseler et. al, 2010), which raises the following issues: