Sustainable consumption is a part of sustainable developmental agenda for developed and developing countries both. It is a crucial goal (part of Sustainable Development Goal 12) because the growth of consumption is more than the earth capacity to renew its source and sink systems. Sustainable consumption faces opposing responsibilities of reducing under-consumption in lower income classes and overconsumption in affluent and aspiring middle classes which makes communication in this area challenging. Moreover, communication became challenging with the advent and growth of social media. Besides flexibility, multi-directional engagements, autonomy, and reach, the open nature of social media is empowering individuals which are becoming important part of creation, communication, engagement, and partnerships of various discourses on it. Therefore, businesses, public sector, individuals, and institutions working in sustainable consumption area cannot ignore potential of social media in advancing SDG agenda. On this background, this paper examines literature in social media and sustainable consumption area and discusses its characteristics, challenges, and journey so far to identify its potential, gaps and to establish agenda for further enquiries.