This quantitative study intends to identify how collective meaning-making elaborates on social media in terms of a rather new swedish concept, klimatsmart. User generated content, gathered under the hashtag #klimatsmart, is analyzed through quantitative content analysis and the study focuses on which climate friendly representations is created and further maintained on the social media platform Instagram. The approach combines an understanding of climate communication as well as how affective communities is formed in social media. The results show that commercial actors and individuals contribute with most content and that visual content of food and items of everyday use are the most common. A consumptionand recycling aspect often is mentioned along with this visual content. This indicates that the ideological negotiation in terms of the hashtag #klimatsmart is focused mainly to small lifestyle changes such as behavior linked to environmentally friendly consumption.