Palakshappa NBulmer SDodds S2024-07-242024-07-242024-07-17Palakshappa N, Bulmer S, Dodds S. (2024). Co-creating sustainability: transformative power of the brand. Journal of Marketing Management.0267-257Xhttps://mro.massey.ac.nz/handle/10179/70312We explore marketing activity at the micro level as it contributes to the co-creation of sustainability and leads to transformational shifts towards sustainable futures. Utilising a value co-creation lens our study implements a novel four phase case research process. Three sustainable fashion brands are analysed via brand-generated content on their Instagram accounts, through interviews with thirty self-confessed brand enthusiasts and using consumer focus groups. Analysis provides insights into how sustainability is co-created between brands and consumers demonstrating that marketing and brands have the power to harness sustainability and instigate change. The paper contributes an innovative ‘Co-creating sustainable futures’ framework providing a platform to implement marketing activity and future research by marketing/brand managers and researchers committed to sustainability and initiating transformation towards sustainable futures.(c) The author/shttps://creativecommons.org/licenses/by-nc-nd/4.0/Brand managementbrand cause fitvalue co-creationsustainabilitysustainable futurestransformationJournal article10.1080/0267257X.2024.23802611472-1376CC BY-NC-NDjournal-article