Don’t let the title of Johanna Blakley’s TED talk, “Social media and the end of gender,” fool you. Sure, social media and gender are at the heart of it, but there are other factors that are rewriting the rules of engaging with communities and consumers.

Watch the video for some fascinating, research-backed insights that could help your sustainability messaging resonate across social media. Here’s a hint in the meantime: Think interests and passions, not age groups, gender, income or traditional socio-economic indicators.

Check out the video below.