Green Digital Strategies: Sustainability in Global and Greek Cultural Marketing ^†

Abstract

This study explores the growing global focus on sustainability in museums and cultural institutions, examining how digital marketing can support both sustainability and cultural identity. It provides insights into best practices, strategies, and challenges faced by cultural organizations, offering recommendations for improving sustainability and digital marketing in the Greek cultural sector. The study employs a mixed-methods approach, including a literature review to establish the international context, an observational analysis of global leaders mainly focusing on the Museum of Modern Art (MoMA) and the Metropolitan Opera (the Met), and primary research through a 30-question survey answered by 26 Greek cultural institutions. The findings reveal that leading global cultural organizations effectively use digital strategies to promote sustainability, enhancing cultural identity, brand, and economic resilience while advancing environmental stewardship and social justice. Greek cultural organizations, primarily facing financial and technical constraints, struggle with strategic integration and digital marketing, with few exceptions. The study concludes that the benefits of sustainable digital marketing outweigh the challenges, as it can significantly enhance cultural values and drive sustainability across environmental, economic, and social dimensions. By adopting a deeper understanding of sustainability and a more strategic, holistic approach, Greek organizations can amplify their impact, strengthen their presence, and contribute to long-term sustainability goals.

1. Introduction

In our rapidly evolving 21st-century society, shaped by technological advancements, cultural organizations are facing increasingly complex roles. Museums and cultural institutions have shifted their focus to audience engagement and need to adapt to changing needs [1], driven by socio-economic changes since the 1980s that have moved attention from the arts themselves to their management [2].

Since the mid-1970s, management approaches have transitioned from scientific to human-centered perspectives [3]. Arts marketing has transformed from a revenue-generating tool to a key strategy for audience engagement in a competitive landscape [4,5]. It is now considered a survival tool [6] and an “integrated management process” designed to foster “mutually satisfying exchange relationships with customers” while aligning organizational and artistic goals [7,8].

The digital revolution, beginning in the late 1990s, introduced new ICT trends, enhancing user interaction, particularly via social media (SM) [9]. The COVID-19 pandemic further accelerated digital adoption, prompting institutions to increasingly rely on SM, live streaming, online exhibitions, virtual tours, and podcasts to engage visitors [10]. Today, leveraging digital channels is crucial for maintaining audience engagement and relevance [11].

Since the 1970s, economic growth, alongside social inequalities and resource depletion, has challenged the belief that industrialization automatically leads to social progress [12]. This led to the rise of “sustainability” as a critical societal issue [13,14] and has increasingly shaped the way businesses, particularly in the services sector, approach marketing strategies [15].

It is now recognized that technological and economic development must align with social well-being, environmental respect, and cultural diversity. These principles, which emphasize sustainability, accessibility, inclusivity, and community participation, are deeply embedded in contemporary museum practices [16].

Recognizing the significance of these developments for the renewed and deeply societal role of museums in the contemporary digital era, the study investigates how digital marketing, especially social media, can support museums and non-profit cultural organizations in advancing sustainability across environmental, economic, and social dimensions while fostering the preservation of cultural heritage and promoting cultural vitality. It examines how the international community integrates cultural identity into sustainability frameworks, the role of digital marketing in advancing cultural and overall sustainability, and the strategies, challenges, and opportunities for contemporary Greek cultural organizations in combining digital marketing with sustainability practices.

2. Literature Review

Sustainable development, as defined in the 1987 Brundtland Report, focuses on meeting present needs without compromising the ability of future generations to meet their own [17]. This concept was expanded at the 1992 Rio Earth Summit through “Agenda 21”, which highlighted the interconnectedness of social, economic, and environmental sustainability [18]. Building on this, the 2015 United Nations 2030 Agenda introduced 17 Sustainable Development Goals (SDGs) aimed at eradicating poverty, fostering peace, and ensuring global sustainability [19].

In the museum sector, sustainability principles have gained increasing attention, particularly after ICOM’s adoption of the SDGs in 2019 [13,20]. This commitment encourages museums to raise awareness, engage communities, and support global goals through networks like NEMO, underscoring their role in advancing the triple bottom line (TBL) of social equity, economic fairness, and environmental responsibility [21].

Research has developed frameworks for integrating TBL into museum operations, such as the Sustainability Management Model (SMM) proposed by Garthe (2020), which incorporates environmental, social, and economic factors with institutional missions [20]. Janes and Grattan (2019) argue that sustainability should be embedded into museums’ core missions to address global challenges like climate change, human rights, and social justice, redefining their societal roles [22].

Museums contribute to the SDGs by fostering social inclusivity, developing economic strategies, implementing eco-friendly practices, such as energy and water management and encouraging sustainable behaviors among visitors [23,24,25,26]. This is particularly significant considering the global presence of approximately 55,000 museums [27,28]. Studies by Querci and Gazzola (2021) and Pencarelli et al. (2016) examine the benefits and challenges of integrating sustainability into museum operations [29,30].

There is broad consensus that museums need to adopt comprehensive sustainability strategies aligned with global goals, with collaborative approaches within Cultural and Creative Industries (CCIs) being especially valuable for smaller museums with limited resources [28,31]. However, poor management practices can harm biodiversity and cultural heritage, jeopardizing sustainable tourism in museums [32].

The evolution of sustainable development increasingly highlights the critical importance of the cultural dimension within museums and cultural institutions, recognizing it as a vital element of broader sustainability agendas. Initiatives such as the UN’s Agenda 21 for Culture and the Faro Convention emphasize culture’s intrinsic value in fostering community well-being and resilience, highlighting its role in advancing both social and environmental sustainability [33]. These frameworks advocate for embedding cultural considerations in sustainable development to ensure culture remains central in building sustainable and resilient societies.

The literature consistently underscores the pivotal role of cultural sustainability in museums and cultural institutions, positioning it as a fundamental component of broader sustainability efforts. Scholars like Adams (2010), Astara (2014), Loach et al. (2017), and Sabatini (2019) argue that cultural sustainability should be treated as a distinct pillar of sustainable development alongside social, economic, and environmental dimensions [34,35,36,37]. They stress the need to recognize the intrinsic and symbolic value of culture, rather than viewing it as a mere byproduct of other sustainability efforts. Stylianou-Lambert et al. (2014) propose a comprehensive model where culture is embedded as a fundamental pillar of sustainability, while Loach and Rowley (2022) refine this with a framework that aligns internal museum sustainability practices with broader sustainability goals [38,39].

Research further highlights the necessity of integrating cultural sustainability into museum practices as a key factor in their contribution to sustainable development. Wickham and Lehman (2015) point out the early neglect of culture in traditional sustainability frameworks, advocating for its integration into museum practices [23]. Killingsworth (2021) and Borre et al. (2023) emphasize the role of CCIs in advancing sustainable development, especially through their inclusion in the SDGs, and their impact on societal well-being and cohesion, particularly after economic crises [40,41]. Furthermore, Pop and Borza (2016) propose a model with 33 indicators to assess museum sustainability across cultural, social, economic, and environmental dimensions, and Karlsson (2022) applies these pillars in Swedish museum databases [42,43].

While the above studies advocate for a broader understanding of sustainability that includes cultural dimensions, another body of research emphasizes the instrumental role of technology and innovation in ensuring the sustainability of cultural industries. Digital marketing, defined as “a process in which organizations use the internet and digital technology to create value and products”, has become integral to museum operations, reshaping the global economy, where innovation and strategic digital tools are crucial for organizational success [44].

The significance of cohesive and adaptable digital strategies in fostering sustainability for cultural institutions is widely acknowledged in the literature. Belenioti and Vassiliadis (2015), Zuanni (2023), Choi and Kim (2021), and Kamariotou et al. (2021) highlight how such strategies can incorporate sustainable practices like collection digitization and effective online communication, enabling institutions to serve as platforms for knowledge, innovation, and user engagement [45,46,47,48]. Similarly, Taormina and Baraldi (2022) and Leandri(2024) argue that although initial digital investments may be high, they are essential for long-term benefits, such as improved accessibility and enriched visitor experiences [25,49].

The need for structured and environmentally conscious digital strategies is also critical for aligning cultural institutions with sustainability goals. Fuhrmann (2021) and Nikolaou (2024) advocate for using tools like websites, social media, and emerging technologies (IoT, AI, blockchain) as part of a comprehensive approach [27,50]. Furthermore, Anderson (2023) and Deakin (2024) underscore the importance of addressing the environmental impacts of digital consumption by setting annual goals to reduce digital carbon footprints [51,52]. Sacco et al. (2023) reinforce the need to balance economic, environmental, and social impacts, stressing resource efficiency and the adoption of low-impact technologies in digitalization efforts [53]. Research by ÖzerSarı and Nazlı (2018) and Kim et al. (2020) highlights the significant benefits of digital tools and technology in enhancing sustainability within museums by fostering deeper visitor engagement, emotional attachment, and increased intent to visit [54,55]. Similarly, Kupec et al. (2020) argue that integrating digital tools into a customer-focused marketing mix strengthens visitor commitment and attendance by improving communication and accessibility [5]. Mudzanani (2017) underscores the crucial role of digital media in museum marketing, demonstrating its potential to contribute to sustainable development when used effectively [56]. However, Cerquetti and Ferrara (2018) and Querci and Gazzola (2021) caution that the success of digital technologies relies on their integration with innovative content, storytelling, and effective communication strategies [4,29]. Furthermore, Querci and Gazzola (2021), Gonçalves et al. (2022), Zollo et al. (2022), and Ásványi and Fehér (2023) emphasize the transformative potential of digital tools, such as virtual tours and multimedia content in creating immersive museum experiences that enhance historical understanding, promote local identity, and support sustainability [29,57,58,59]. Digital engagement is especially vital for younger generations, such as Millennials and Gen Z, whose online interactions shape their loyalty and support for museums. This highlights the necessity for museums to embrace these digital trends to remain relevant in an increasingly digital world (ibid).

A key digital tool for museums and the tourism sector is SM, which has gained significant attention for its ability to enhance two-way and multi-way communication, increasing visibility and audience engagement. Giannini and Bowen (2022), Deb et al. (2022), Dong (2023), and Fackler (2023) highlight the transformative impact of digitalization and SM on these sectors, noting its cost-effectiveness, real-time feedback, and ability to build emotional connections, thus enhancing cultural sustainability [60,61,62,63]. However, Liang et al. (2021) argue that while SM improves community engagement, it often focuses more on broadcasting heritage values than fostering deeper stakeholder collaboration [64].

Social media platforms, such as Instagram and Facebook, play a transformative role in museum communication by fostering transparency, encouraging audience participation, and shaping participatory cultures. Hindersson (2021), Attia (2022), Papadaki (2022), and Avlonitou and Papadaki (2024) emphasize that these platforms help museums build brand identity, increase loyalty through viral marketing, and influence sustainable consumer behavior [11,24,65,66]. Platforms like Instagram and Facebook facilitate greater transparency, audience involvement, and participatory cultures, helping museums build brand identity, increase loyalty through viral marketing, and influence sustainable consumer behavior. Qalati et al. (2024) further underscore the importance of social media platforms inpromoting sustainable behavior by enabling interactions with influencers, whose impact is driven by traits such as similarity, expertise, reliability, credibility, and entertainment value [67].

3. Methods

The study explores the intersection of digital marketing—particularly SM—and sustainability within museums and non-profit cultural organizations, arguing that digital marketing can significantly advance sustainability efforts across environmental, economic, and social dimensions while promoting cultural values. The research aims to address the following questions:

• How does the international community address sustainability in museums and cultural organizations, and how is cultural identity integrated into this framework?
• In what ways can digital marketing contribute to promoting both cultural and overall sustainability for cultural organizations?
• How do contemporary Greek cultural organizations integrate digital marketing and sustainability, what strategies and challenges do they face, and how can they improve?

To answer these questions, the study employs a mixed-methods approach. It begins with an extensive literature review on sustainability and digital marketing, primarily drawing from academic papers accessed via Google Scholar, as well as online sources such as museum websites and digital platforms. The aim is to classify and analyze secondary data outlining the historical context of sustainability and digital technologies, while investigating how the international community addresses sustainability in museums and cultural organizations, considering their unique characteristics.

The research also utilizes observational techniques to identify international best practices for promoting sustainability, drawing insights from global leaders and primarily from the Museum of Modern Art (MoMA) and the Metropolitan Opera (the Met). These techniques prioritize understanding over numerical validation or exhaustive application, offering valuable insights into how sustainability can be incorporated into digital marketing and providing an overview of best practices.

MoMA and the Met were selected for their innovative, sustainability-driven digital strategies, global recognition, and effective use of diverse platforms to enhance accessibility, engagement, and cultural promotion. Additionally, responses from our quantitative survey of Greek museums and cultural organizations reveal that MoMA is viewed as a sustainability role model among museums, while the Metropolitan Opera stands out as the most influential cultural organization outside the museum sector.

The analysis examined key aspects of the digital strategies employed by MoMA and the Met. It focused on cultural accessibility, social media engagement, content innovation, sustainability and social responsibility, as well as economic sustainability initiatives, revealing a cohesive mission-driven strategy that spans all areas.

The methodology includes primary research focused on the Greek cultural sector, analyzing both public and private organizations actively pursuing sustainability through digital marketing. This part of the study explores how contemporary Greek cultural organizations handle digital marketing and sustainability, identifying implemented strategies, challenges faced, and opportunities for improvement.

Primary data were gathered through a quantitative survey targeting professionals from Greek museums and cultural organizations. A 30-question questionnaire, in Greek, focused on sustainability and digital marketing, was distributed to 36 cultural institutions promoting sustainability across Greece during a two-month period (August–September 2024). The survey comprised 28 multiple-choice and 2 open-ended questions, organized into four sections: General Approach, Utilization of Digital Channels, Sustainability Strategies, and Evaluation—Challenges—Solutions. Multiple-choice questions allowed for single or multiple responses where applicable (Appendix A).

The survey collected 26 responses from 16 museums and 10 other cultural entities (Appendix B). The data were analyzed to identify trends, relationships, and insights into sustainability and digital marketing practices within the Greek cultural landscape, evaluating the participating organizations’ current attitudes and commitment to sustainability. The survey also assessed Greek cultural managers’ awareness of sustainability goals and their dedication to using digital marketing strategies to promote them.

4. Results

4.1. Global Insights from MoMA and the Met

We reviewed MoMA and the Met’s online presence across multiple platforms, including websites, blogs, online stores, and social media. Their extensive digital footprint enables them to engage diverse audiences across various demographics, age groups, and regions, tailoring content for maximum reach and impact.

Beyond their official websites and blogs, MoMA and the Met implement sustainability strategies through a broad array of social media platforms, featuring frequent updates and active content engagement. These include Facebook, Instagram, X (Twitter), Threads, TikTok, Spotify, YouTube, LinkedIn, and Pinterest, with MoMA additionally leveraging WhatsApp. These social media channels play a crucial role in their sustainability efforts, alongside global initiatives like Google Arts & Culture.

The review of the digital strategies employed by MoMA and the Met demonstrates exemplary use of digitized resources to enhance accessibility and audience engagement. Both institutions leverage their websites and SM platforms to share cultural heritage and expand educational outreach. Accessibility is a key priority, with digital tools designed to accommodate users with disabilities, ensuring inclusivity [68,69].

Specifically, MoMA offers online access to 104,000 of its 200,000 artworks through its website, allowing virtual exploration of a significant portion of its collection [70]. The museum also engages audiences on SM through hashtags like #MoMAVirtualViews and video content showcasing exhibitions and artworks [71] (Figure 1).

The Met, in turn, hosts a comprehensive digital archive of videos, photos, documents, and memorabilia on its website, dating back to 1883 [72]. It also captivates opera enthusiasts with curated clips, past performance highlights, and exclusive content across various SM platforms (e.g., [73,74]). The Met’s Live in HD series, launched in 2006, extends its global reach by broadcasting high-definition opera performances worldwide. This initiative reduces the environmental impact of live performances while making world-class opera accessible to millions [75,76] (Figure 2).

These organizations also use SM to rejuvenate cultural content and strengthen cultural vitality. They do so by fostering innovation, sparking creativity, and encouraging public participation.

At MoMA, modern works and exhibitions are creatively showcased by connecting cultural content to everyday moments such as anniversaries, holidays, artist birthdates, and significant events, exemplified by a Halloween celebration featuring Surrealist pumpkin carving [78,79]. Initiatives like “Print of the Day” and “Artwork of the Week” further revitalize the museum’s collection, recontextualizing it to engage younger audiences [80,81].

MoMA also cultivates a vibrant sense of community through engaging challenges, contests, and themed events that invite participation. Examples include photography challenges, such as capturing Olympic and Paralympic sports moments for the MoMAPhotoClub, taking nature-inspired photos linked to exhibitions, or sharing Valentine’s Day-themed photos in front of MoMA artworks [82,83,84] (Figure 3).

Over the past several years, parties—often featuring renowned artists [86]—have become a key strategy for attracting audiences and strengthening connections with the museum (Figure 4). Especially, MoMA’s monthly late-night openings, offering free admission to New Yorkers, showcase art, music, films, activities, sustainable food and drinks at the pop-up bar and café, and shopping at the MoMA Design Store [87] (Figure 5).

The Met Opera, on the other hand, connects its cultural content to contemporary life through SM posts, ensuring it remains relevant and engaging. On Valentine’s Day, for example, the Met showcased iconic lovers from its operatic repertoire on Facebook and shared a humorous Instagram meme that blended classical composers with playful pick-up lines, seamlessly merging classical music and pop culture to make opera more relatable and accessible to modern audiences (Figure 6 and Figure 7).

The Met Opera also runs frequent SM contests, including trivia challenges, ticket giveaways, and discounts as well as rush lotteries for season openings) [74,92], to attract new audiences, particularly those with limited exposure to opera (Figure 8).

Special discounts for Friday performances targeting opera-goers aged 40 and under, paired with pre-performance parties further enhance audience engagement [94]. Additionally, to generate excitement for new productions, the Met Opera shares behind-the-scenes content, such as rehearsal clips and final dress rehearsals, fostering anticipation for upcoming performances [95,96].

Overall, both MoMA and the Met employ tailored strategies across various social media platforms to maximize their social impact, engaging diverse audiences with distinctive preferences. They leverage Facebook and X for community dialogue and event promotion through real-time updates and live streams, while Instagram and Pinterest focus on compelling visual storytelling. Spotify and YouTube share multimedia content, LinkedIn supports professional networking and collaborations, and TikTok and Threads engage younger demographics (Figure 9).

Their participation in global digital projects not only boosts cultural preservation and accessibility but also reduces the environmental impact of physical visits. By integrating sustainability into their digital storytelling, these institutions align their cultural missions with innovative, eco-conscious practices, ensuring that cultural heritage remains relevant and accessible to future generations.

Beyond their cultural sustainability efforts, both organizations utilize SM and other platforms to raise environmental awareness and highlight partnerships with eco-conscious companies, educational institutions, and influencers. These initiatives underscore the institutions’ dedication to sustainable practices. Examples include MoMA’s collaborations with Stella McCartney and Bolt Threads, and the Met’s work with Kei & Molly Textiles, as well as initiatives like ART 2030 and Greenroofs.com.

MoMA actively showcases its sustainability and social impact initiatives on SM, sharing stories from online course participants and spotlighting individuals advocating for sustainability and ethical practices. The museum also promotes social and racial justice, amplifies the voices of artists with disabilities, and fosters inclusive cultural narratives (Figure 10).

It frequently organizes sustainability-focused exhibitions, like “Items: Is Fashion Modern?” and events exploring the intersection of art, design, and environmental responsibility, including the compostable low-carbon brick tower in the YAP initiative [99].

MoMA’s sustainability website details its comprehensive approach to environmental issues, including goals for energy, materials, and waste management, alongside projects like housing beehives on its Manhattan rooftop to support local ecosystems [100] (Figure 11).

Similarly, the Met Opera also promotes its commitment to equity, diversity, and social justice through SM, highlighting its diversity, equity, and inclusion efforts while staying relevant to key societal conversations. For instance, the Met recently celebrated its Chief Diversity Officer, Marcia Sells, for receiving the Malcolm X and Dr. Betty Shabazz Vanguard Award [74].

For economic sustainability, both MoMA and the Met employ digital strategies to generate revenue through alternative funding sources, including pricing strategies, subscription programs, exclusive patronage initiatives, sponsorships, and donations [102,103]. They also engage in commercial activities such as e-shops and event space rentals, with the Met Opera Club offering private dining and MoMA hosting receptions, dinners, and screenings [104,105]. Digital marketing supports online education and digital performances, bolstering economic resilience while advancing social sustainability through education, and enhancing well-being [106,107]. On the other hand, managing economic sustainability also involves inherent risks, as highlighted by the Met’s experience with a cyberattack that temporarily disrupted its ticketing system. However, the institution secured customer data and quickly restored operations, demonstrating resilience and preparedness to handle such threats while prioritizing public protection [108].

Both institutions further enhance their economic and social sustainability by featuring celebrities and influential figures (especially at The Met Opera). This strategy boosts SM engagement, attracts younger audiences, and broadens participation, which helps ensure financial viability by drawing high-profile patrons and expanding the audience base (Figure 12).

4.2. Sustainability Through Digital Marketing: The Greek Example

For the purposes of the specific research, the authors created a questionnaire, which was distributed to and completed by a significant number of Greek cultural organizations, encompassing large and small, public and private entities. These were primarily located in the major urban centers of Athens and Thessaloniki, with additional representation from regional areas including Crete, Corfu, Larissa, and Lemnos (Appendix B). Of these organizations, 42.31% had a national scope. The survey was completed by 26 professionals from museums and cultural organizations, the majority holding leadership (26.9%) or supervisory roles in marketing or administration, while 11.54% held other positions, such as curator, museum experience manager, or in the directors’ office.

Among the participating organizations, 18 were public (69.23%) and 8 were private (30.77%). Some private institutions may generate revenue through national government grants and European programs), all under the supervision of the Ministry of Culture [110,111].

The first section of the questionnaire, “General Approach” (questions 1–10) examined cultural organizations’ understanding of sustainability and digital marketing. Specifically, in Question 3, the vast majority of participants (22/26) recognized the fundamental importance of sustainability in their organization’s management, with a small percentage (3) expressing uncertainty or lack of knowledge, and one organization disagreeing (Figure 13).

In Question 4, which examined organizations’ approach to sustainability and digital marketing, 18 out of 26 participants considered sustainability investments worthwhile, and 16 out of 26 emphasized the importance of ethical considerations in the Greek cultural context. However, only eight institutions viewed sustainability as a source of competitive advantage (Figure 14).

Question 5 revealed that 18 out of 24 institutions are primarily inspired by the sustainability practices of other museums and cultural organizations, with only 9 drawing influence from the 17 SDGs. Notably, the Stavros Niarchos Foundation Cultural Center (SNFCC) aligned its vision and mission with the 17 SDGs from its inception, representing a top-down, strategic commitment to sustainability. In stark contrast, in another case, sustainable practices were driven entirely by employees’ personal initiatives, highlighting two extremes in approach (Figure 15).

Question 6 showed that only 8 out of 26 respondents integrated sustainability goals into their digital marketing strategies. Among the remaining institutions with a digital marketing strategy, over half rely on fragmented practices to address sustainability (Figure 16).

In Question 7, most participants (15/26) reported moderate use of digital marketing to support their organization’s sustainability goals, with five using it extensively and six minimally (Figure 17).

Regardless of its current usage, participants view technology and digital marketing as pivotal in achieving their organization’s sustainability goals, as reflected in responses to Question 8. Over 96% rated it as “important”, “very important”, or “extremely important” (25/26), with only one organization expressing a neutral opinion (Figure 18).

Participants highlighted digital marketing’s value in improving accessibility for potential visitors, especially younger audiences. They also recognized its importance for social and cultural sustainability, such as fostering interaction and promoting core values like well-being and community connections. However, its impact on economic sustainability (e.g., e-funding, cost reduction) was perceived as less impactful, although its overall importance was still acknowledged (Question 9, Figure 19).

In evaluating the effectiveness of digital marketing strategies for promoting sustainability (Question 10), 26 participants identified video/reels, and 25 highlighted collaborations with other cultural organizations and influencers as the most meaningful. Other effective strategies included newsletters to inform the public (24), short posts to foster discussion (23), and informational articles (23).

The second section, Utilization of Digital Channels (Questions 11–19), examined how organizations promote sustainability online. Question 11 revealed half of the participants (13) valued a website dedicated to a cultural organization’s green practices as “very” or “extremely important” (Question 11, Figure 20).

Similarly, 13 of 25 respondents used easy-to-navigate websites to promote sustainability to a diverse audience. However, the vast majority (23) consider SM platforms the most effective tool for this purpose, often combining them with multichannel strategies, including websites and email marketing, and using engaging, varied content (Questions 12 and 14, Figure 21).

Among the SM platforms used by museums and organizations in Greece, Facebook and Instagram are the most common (24/26 and 23/26, respectively). YouTube (17), LinkedIn (9), Twitter (6), and TikTok (7) are less frequently used for targeting specific audiences (Questions 13 and 15, Figure 22).

Email marketing is also widely used in the Greek cultural sector, with more than half of the organizations (14/25) utilizing it. In contrast, no participants use blogs to promote sustainability (Question 14, Figure 23).

Sustainability-related content published by Greek cultural organizations primarily consists of action announcements and newsletters (23/26), while only 11 link their content to daily activities or current events (Question 16, Figure 24).

Posting frequency varied, with most organizations posting weekly (8/26) or monthly (10), while seven posted daily (Question 17, Figure 25).

On emerging technologies such as VR/AR and AI, 11 of 25 participants agreed, 4 strongly agreed, and 10 were undecided about their potential to advance sustainability (Question 18, Figure 26).

Most cultural organizations (22/25) use SM management systems, while fewer utilize content creation tools or specialized software for digital marketing to enhance their efforts in digital marketing (Question 19, Figure 27).

The third section, Sustainability Strategies, examined the frameworks and approaches that guide the sustainability practices adopted by Greek cultural organizations (Questions 20–25). Question 20 explored how these organizations leverage digital marketing to promote cultural sustainability, revealing their primary focus on promoting events (21/26), preserving heritage (18), fostering cultural inspiration (16), and training youth (14). Fewer organizations (9)prioritize fostering creativity, while many recognize the close link between cultural sustainability and social sustainability, placing emphasis on community bonds (19) and promoting social cohesion, justice, and equality (15) (Figure 28).

Question 21 highlighted examples of cultural sustainability efforts shared by museum and cultural organization professionals. A standout initiative is the Piraeus Bank Group Cultural Foundation’s (PIOP) Thematic Museum Network, comprising nine regional museums. Dedicated to preserving and promoting local heritage, this network includes museums such as the Silk Museum in Soufli, the Chios Mastic Museum, and the Silversmithing Museum in Ioannina. It emphasizes the interconnectedness of people, culture, and the environment, demonstrating how traditional crafts can positively impact both communities and nature [112].

Similarly, the Museum of Cycladic Art’s Cycladic Identity initiative focuses on preserving the cultural and natural heritage of the Cyclades. It aims to protect archaeological sites, historic structures, and the islands’ unique biodiversity while celebrating the cultural traditions of daily life, thereby sustaining and showcasing the distinct Cycladic identity [113]. The Benaki Museum contributes to cultural and social sustainability through monthly educational programs designed to support visitors with disabilities, including those with visual impairments or dementia, enabling them to engage with its collections and archives [114]. Likewise, the MOMus initiative, featuring the Art Therapy Program for Cancer Patients, enhances the well-being of cancer patients through art [115].

In the same context, the Thessaloniki State Symphony Orchestra (TSSO) promotes inclusive access to culture through initiatives such as open rehearsals for students, visits to institutions like prisons, rehabilitation centers, hospitals, and orphanages, free entry for vulnerable groups, and open concerts in public spaces. It also offers reduced tickets for most events, aiming to eliminate financial barriers and ensure cultural accessibility for all [116,117].

Correspondingly, the National Archaeological Museum (NAM) supports sustainability by organizing educational events and outreach programs for diverse audiences. These initiatives are promoted through its website and SM, with some events streamed live on YouTube (based on the museum’s response).

Finally, the Stavros Niarchos Foundation Cultural Center (SNFCC), handed over to the Greek government in 2017 and still receiving financial support from the Stavros Niarchos Foundation (SNF), integrates sustainability into its vision and operations [118,119]. The SNFCC incorporates sustainability through its eco-friendly design, Stavros Niarchos Park, daily operations, and educational programs. It also provides a wide variety of accessibility-focused activities, including workshops on visual impairment, programs for children with disabilities, and olive harvesting sessions [120,121].

Question 22 examined whether digital strategies for enhancing cultural sustainability encompass economic, social, and environmental measures. Greek cultural organizations adopt a multifaceted approach to sustainability, with significant emphasis on recycling (18/25) and e-tickets (16), alongside social equality programs (15), energy reduction initiatives (13), sustainable collection preservation (12), and eco-friendly exhibitions (12). However, less emphasis is placed on advanced practices such as renewable energy adoption (4) and emissions management (6), while alternative funding sources remain rare, with only two organizations (8%) implementing them (Figure 29).

The research shows that the most popular practices used by Greek cultural organizations to engage audiences on SM are reposting user-generated content (16/26) and creating interactive content through contests, challenges, or games (15). A few participants pose questions or offer similar engagement opportunities (9) and only five provide incentives like ticket discounts, giveaways, or rewards to boost visitor participation (Question 23, Figure 30).

In discussing strategies for promoting sustainability through SM, it was noted that MoMA—followed closely by the Victoria and Albert (V&A) Museum—the Metropolitan Opera and the Louvre have the greatest influence on Greek cultural organizations. One participant indicated no influence, while five others did not respond. Overall, participants are well-informed about global digital sustainability efforts, citing 19 museums and cultural organizations as sources of inspiration. These include MoMA, V&A, Metropolitan Opera, Louvre, British Museum, Rijksmuseum, Smithsonian Institution, Prado Museum, National Theatre (UK), California Academy of Sciences (San Francisco, CA), Natural History Museum London, Museum of Natural History (NYC), Harvard Museum of Natural History, London Symphony Orchestra, National Museum of Western Art, Edo-Tokyo Museum, Tate, Metropolitan Museum of Art, Barbican Centre, and Lincoln Center (Question 24, Figure 31).

Open-ended Question 25 examined potential partnerships for advancing cultural sustainability through digital channels in Greece. 27% of respondents highlighted significant initiatives, primarily in the private sector but also beyond. These partnerships often involve international cultural institutions such as museums and artistic collectives (e.g., NEST Collective) or broader networks supporting cultural capital and local tourism (e.g., Film Festivals and Wine Roads of Northern Greece). They also include participation in global digital platforms like Europeana and the Google Art Project, which enhance access to cultural content and promote heritage preservation.

The final section, “Evaluation of Success—Challenges—Improvements” (Questions 26–30), examined digital marketing effectiveness, challenges, and improvement plans. Question 26 found videos (20) and images with short messages (18) to be the most effective engagement formats, while announcements and newsletters were the least effective (7).

In Question 27, Greek cultural organizations reported measuring the success of their digital marketing for sustainability primarily through SM engagement (22/26) and website traffic (21) (Figure 32).

Question 28 identified insufficient financial resources (17/24) as the primary barrier Greek cultural organizations face in promoting sustainability through digital marketing. Additional challenges include a shortage of skilled personnel (13), the need for regular updates to digital tools and content (13), limited staff training (12), and addressing the digital divide among audience segments (Figure 33).

To address accessibility issues, Question 29 revealed that over half of the respondents utilize multilingual content (15/24) and WCAG standards (14/24) to bridge the digital divide and enhance inclusivity. Additional efforts include digital literacy workshops, such as those offered by the Thessaloniki Concert Hall, and adapting social media content, as implemented by TSSO (Figure 34).

In the final question, participants shared future plans to enhance digital marketing for sustainability. Key priorities include encouraging user-generated content (16/26) and completing the digitization of cultural content (15/26). Half of the respondents (13) plan to expand to additional SM platforms (e.g., TikTok, Snapchat, Telegram), while many focus on developing programs promoting social equality and inclusion (12) and adopting new technologies (12).

Less emphasis is placed on economic sustainability goals, including online stores (7) and subscription packages (6), aimed at supporting sustainable business models. Even less focus is given to environmental sustainability, with campaigns and collaborations in sustainability networks receiving only four responses each (Questions 30, Figure 35).

5. Discussion

In the Background chapter, we addressed the first research question, examining how the international community approaches sustainability in cultural organizations, with a focus on cultural sustainability. The Findings section then explored best practices in digital marketing globally, analyzing how the Greek context fits into this broader framework.

The study’s findings are divided into two parts. First, we analyzed insights gathered from the websites and SM platforms of MoMA and the Met to identify the digital strategies these organizations use to promote sustainability. Our research reveals that both institutions employ a consistent and multifaceted approach to sustainability.

MoMA and the Met have redefined how cultural institutions engage with global audiences by leveraging innovative digital strategies, SM, and a strong commitment to accessibility. These institutions offer inclusive cultural experiences and strategically varied content, demonstrating how cultural organizations can balance tradition with modern engagement to enhance cultural vitality. Their digital marketing, especially via SM, with regular updates, event invitations, and interactive elements like challenges, contests, and ticket giveaways, modernizes communication and fosters long-term relationships with audiences.

They promote environmental sustainability and social impact initiatives by raising awareness through eco-friendly partnerships, sustainability-themed exhibitions, and conferences, while also advancing social justice through equity, diversity, and inclusion initiatives that contribute to societal conversations. Additionally, they drive economic sustainability through digital innovation and a multichannel strategy, utilizing various platforms and blogs to reach diverse demographics and open new revenue streams through e-commerce, subscriptions, donations, paid educational programs, and exclusive membership benefits.

All SM posts feature high-quality images or videos to maximize visibility and impact. Hashtags and links connect topics to broader conversations, engaging diverse groups and amplifying interaction. Both organizations post daily, using informal, celebratory language to spark interest and encourage participation. Rhetorical and direct questions enhance engagement, while emojis boost both verbal and visual appeal, capturing attention, fostering emotional connections, and strengthening audience engagement [122].

Similar strategies are adopted by major cultural institutions globally. Museums like the Louvre, Louvre Abu Dhabi, and the British Museum leverage digital technology and SM to broaden access to art and engage international audiences through strategic messaging, visuals, and interactive content [123]. The British Museum, for instance, has significantly boosted SM engagement with a multichannel approach tailored to the strengths of each platform [124].

Likewise, museums such as the Louvre and the V&A focus on revenue generation through subscription and patronage schemes, online learning, space rentals, and e-funding as key components of their strategic planning [125,126]. These institutions also prioritize environmental and social sustainability, embedding these principles in their operations. For example, the V&A implements various sustainability measures to engage the public in adopting sustainable practices and foster communities focused on environmental and social issues [127,128].

The second part of the findings, focusing on Greek cultural organizations, examines how digital marketing is theoretically understood and practically utilized to enhance sustainability. As the field research reveals, while Greek museums recognize the benefits of sustainable management, the absence of a “managerial” or strategic development approach limits their ability to integrate this focus into operational policies—a phenomenon observed in other European countries as well [30].

Alongside structured organization and a clear strategic approach, Greek cultural organizations could benefit from audience segmentation, tailored communication, a personal and approachable tone, and content connected to their daily activities. Additionally, showcasing staff and building trust would foster positive word-of-mouth (WOM) while leveraging social media influencers and analyzing metrics like link clicks and engagement time would be essential for refining strategies and guiding policy adjustments [11].

The results highlighted the dominance of public sector and state-funded entities, which are primarily controlled and supervised by the Ministry of Culture, at least at this stage. Paradoxically, although 84.6% of participants recognize sustainability as essential for effective management, only a small fraction (8/26) perceive it as a competitive advantage, underscoring a disconnect between awareness and actionable implementation. Moreover, there is a notable gap in aligning organizational practices with the SDGs, indicating the absence of a clear and cohesive state cultural policy (Figure 2 and Figure 3).

In contrast, the Museum Innovation Barometer’s 2021 digital survey, which included museums from 39 countries, found that over half of the participants leveraged new technologies to support sustainable development goals [10]. Likewise, institutions like the V&A have aligned their strategies with the Global Goals, focusing on key targets and supporting national policies, such as the UK government’s commitment to achieving net-zero emissions by 2025 [129]. Literature also highlights efforts to integrate the SDGs into museum operations, noting that museums can contribute to over 50targets of the 2030 Agenda [24,29,130].

In the Greek cultural sector, approximately 70% of participants recognize the value of investing in sustainability, and 65% consider technology and digital marketing imperative for achieving sustainability goals—particularly in attracting new visitors (88.5%). However, fewer than 20 (five in total)use digital marketing at a high level. More concerning, only around 30% (eight institutions) have integrated sustainability objectives into their digital strategies. Most institutions still rely on fragmented practices rather than a cohesive approach, highlighting a disconnect between the perceived importance of sustainability and its effective implementation (Figure 2, Figure 4, Figure 5, Figure 6 and Figure 7).

The dominance of Facebook and Instagram (24/26 and 23/26) correlates with their perceived effectiveness in reaching broader audiences. However, platforms like TikTok and emerging technologies are underutilized despite their potential for engaging younger audiences.

Moreover, although 92% of participants favor SM platforms, mainly Facebook and Instagram, with the majority posting monthly or weekly and 26.9% daily (Figure 9 and Figure 10), they tend to focus on event announcements or newsletters, rather than connecting with daily operations or current events (Figure 12). Similarly, while all participants (100%) view short videos as an effective tool for promoting sustainability (Question 10)—a medium widely recognized in the literature as highly engaging [131]—only 61% make use of them, with 88.8% relying instead on announcements and newsletters (Figure 12).

Most cultural organizations (22/25) use SM management tools, while fewer utilize content creation tools or specialized software for digital marketing to enhance their efforts (Question 19, Figure 15). Despite some hesitancy and limited knowledge regarding emerging technologies like VR and AI, 56% of participants believe these technologies can play a key role in advancing sustainability goals (Figure 14). Currently, 32% are using them (Figure 9), and 46.2% plan to adopt them in the future to improve the effectiveness of sustainable digital marketing (Figure 23).

Unlike the international organizations mentioned earlier, which prioritize digital marketing for financial sustainability, most Greek organizations do not explore funding sources beyond electronic ticketing, likely due to the financial stability provided by government support (Figure 17). However, international best practices, reflected in the participants’ efforts, emphasize interactive content and public engagement (Figure 18), while collaborations are increasingly gaining momentum (Questions 10, 25).

Finally, Greek cultural organizations face significant challenges in implementing digital marketing policies, with financial constraints being the primary obstacle (70.8%) (Figure 21). This contrasts with the earlier finding that these organizations do not prioritize digital marketing for financial sustainability (Figure 7 and Figure 17). Another major hurdle is the shortage of skilled personnel and the need for frequent updates (Figure 21). Critical roles, such as Digital Strategy Managers or Online Community Managers, remain a distant prospect for the over 300 museums in Greece, the majority of which lack IT departments, with only a few large private institutions having such resources [132].

The participants’ responses to Question 30 regarding plans to enhance digital marketing for sustainability reveal a strong focus on encouraging user-generated content. Indeed, a weakness is evident in Question 16, where sustainability-related content from Greek cultural organizations is primarily limited to action announcements and newsletters, with only 34.6% fostering audience engagement (Figure 12). Additionally, expanding content digitization remains a key priority, highlighting that the digital transformation is still in progress (Figure 23).

The main limitations of the primary research included the limited depth of analysis, the inability to interact and further explore individual topics, and the potential for the questionnaire to be completed by unsuitable respondents (though in a small proportion,11.54%). Additionally, missing responses, particularly to open-ended questions, restricted the depth of insights.

Future research could complement this study by conducting qualitative interviews with cultural managers from organizations demonstrating innovation in sustainability and digital marketing. This approach would explore aspects such as psychological reactions and emotional attitudes, which closed-ended questions cannot capture.

Additionally, analyzing the social media platforms and websites of Greek organizations could provide valuable insights into practices such as using interactive elements (e.g., contests, challenges) to encourage user-generated content, which 57% of participants report utilizing. This would help assess their effectiveness and usage rates while refining the digital marketing strategies of these organizations.

The collected sample provided sufficient quantity, diversity, and geographical reach, ensuring the research’s generalizability in mapping the broader landscape of Greek digital marketing promotion of sustainability in cultural organizations. This quantitative approach identified key trends across Greek cultural organizations through statistical analysis. Combined with insights from international best practices and the theoretical framework, the study offers a valuable comparative tool for assessing digital marketing in cultural organizations. It also provides Greek cultural managers with valuable insights into their broader operating context, highlighting the need to align with international participatory frameworks and adapt global best practices to each organization’s unique profile.

6. Conclusions

Having addressed our research questions, we suggest that digital marketing can support sustainability goals by advancing environmental, economic, and social dimensions while integrating cultural values. Cultural sustainability is integral to broader sustainability efforts, playing a pivotal role in enabling cultural institutions to contribute to long-term sustainability.

The study indicates that a well-defined digital strategy, focused on building a visitor-centered profile, is crucial for promoting sustainability. Institutions like MoMA and the Met demonstrate how cultural capital, through digital marketing—particularly via social media—can become relatable and inviting. This approach fosters audience participation and co-creation, deepening engagement with cultural content, driving sustainability efforts, and amplifying impact. A holistic strategy that integrates cultural sustainability into urban development allows cultural organizations to contribute to sustainable communities while enhancing their prestige, reputation, and value. The quantitative research showed that Greek cultural institutions are increasingly striving to meet global standards, adopting similar strategies to enhance their sustainability and relevance in the digital age. Emphasis on cultural and social sustainability (e.g., heritage preservation, community engagement) is a clear trend, while economic and environmental sustainability often take a back seat, receiving limited attention.

Social media dominate communication efforts, with Facebook and Instagram being the most used platforms. However, emerging platforms (TikTok) and technologies (VR/AR, AI) remain largely untapped. Regarding cultural sustainability, these organizations use digital marketing to enhance their cultural capital but fail to fully exploit its potential, citing financial and technical constraints as key barriers. Many organizations lack fully integrated sustainability strategies, relying on adhoc or fragmented practices. Moreover, they often lack a holistic integration of sustainability principles, with the Stavros Niarchos Foundation Cultural Center standing out as a notable exception for aligning its practices and values with broader sustainability goals.

Concluding, Greek cultural organizations are in a phase of theoretical acceptance and gradual adoption of universal sustainability principles aimed at enhancing urban prosperity and quality of life. Although progress is slow, they are steadily working to integrate these principles into their operations. Greek cultural organizations draw heavily from global leaders like MoMA, the Louvre, and the V&A, but face challenges adapting these practices locally. Increased awareness of digital marketing’s role in heritage preservation, cultural vitality, and economic resilience will be essential for sustainable growth and for supporting the communities they serve.

Additionally, collaborations within the CCI, especially for smaller organizations, can significantly amplify their contributions to social development and environmental protection. Integrating cultural sustainability into a broader strategy provides a competitive advantage, enhancing brand identity and boosting urban well-being. Ultimately, as evidenced by both the theoretical approach and the literature review, as well as international best practices, the benefits of a sustainable digital marketing strategy far outweigh its challenges.